NATIONAL BACK FRIDAY | Friday after Black Friday
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NATIONAL BACK FRIDAY
National Back Friday is celebrated each year on the Friday after Black Friday! This annual celebration is a movement to prioritize self-care and find that moment of aaaaahh in a season usually full of holiday stress!
#NationalBackFriday
The holiday season is defined by hustle, long shopping lines, and endless to-do lists. We are giving everyone a reason to take a deep breath and find time to rest, relax, and recognize the unsung heroes who carry the holidays on their backs. The stress from the holiday madness, planning, spending, travel, and immense pressure of Black Friday shopping is often at an all-time high. National Back Friday is a conscious effort to focus on gratitude, empathy, and human connection rather than the material frenzy of the end-of-year rush.
According to a consumer survey conducted by Hand & Stone Massage and Facial Spa, the need for this dedicated day is real. Their survey showed nearly 1 in 2 Americans find "Black Friday" more stressful than ever before, signaling the start of the “holiday burnout” period. If fact, half of Americans say the week following Black Friday makes them feel more stressed than an average week. A majority of those people either feel stressed or uncertain, showing how frazzled the early holiday rush leaves people.
National Back Friday is dedicated to the people who shoulder the greatest burdens during the holidays—the individuals who keep the season running smoothly. The survey also reveals that nearly two-thirds of Americans (63%) say moms carry the holiday season most on their backs, and nearly one-in-four (23%) respondents say delivery drivers carry the holiday season most. This holiday is a chance to show gratitude for these heroes—from the meticulous planner in your family to the person ensuring your package arrives safely and on time.
CELEBRATE NATIONAL BACK FRIDAY
This is your official permission slip to step away from the holiday chaos and prioritize your well-being. We are offering a few ideas on how you can embrace National Back Friday, while celebrating you!
Prioritize Self-Care: Take some time for yourself amidst the craziness of the season. Prioritize a day of relaxation, rest, and self-care. This can include a restorative massage or rejuvenating facial, meditation, a workout, or simply a well-deserved nap.
Recognize a Holiday Hero: Recognize the people in your life who make the holidays happen. Use your social media to share how the people in your life are stepping up this season and why they deserve a day of rest just for themselves.
Give the Gift of Relief: Consider gifting a specific service (like a massage or facial) for someone you know who is carrying the weight of the season. This provides a tangible opportunity for them to take the self-care moment they deserve.
Mindful Disconnect: The holidays are often marked by screen time—shopping online, answering constant texts, or scrolling through social media. Commit to a tech-free block of time by putting your phone on silent, step away from the computer, and dedicate that time entirely to a quiet, restorative activity like reading, listening to music, or simply enjoying the stillness.
Take a Gratitude Pause: Take a moment for yourself. Practice a simple, guided gratitude or appreciation exercise by sitting quietly for five minutes. Think about three things the holiday stress has not ruined or send thankful texts to people who helped you navigate the post-Black Friday chaos.
Share your recommendations and ideas on how to celebrate today across social media using the hashtag #NationalBackFriday.
HISTORY BEHIND NATIONAL BACK FRIDAY
National Back Friday was submitted by Hand & Stone Massage and Facial Spa and approved by the National Day Calendar Registrar in 2025. Each year on the Friday after Black Friday, we celebrate and focus on gifting time for self-care, while giving recognition showing and empathy for those who work tirelessly to make our holidays special.
About the Founder
Hand & Stone is a more than 600-unit massage and facial spa franchise with a mission to deliver premium spa services to the middle market in a professional, affordable, and convenient manner. Launched in 2004, Hand & Stone now has locations across 36 states and Canada. Each spa features best-in-class massage and skincare treatment. Available for women, men and teens, a wide range of services are tailored to each individual's needs or skin concerns. Hand & Stone facial treatments are performed by licensed estheticians, using top-of-the-line products backed by science. The fastest-growing spa franchise in the country, Hand & Stone has been named No. 1 in the spa category by Entrepreneur Magazine in 2023, 2021 and 2020 and was ranked No. 8 on Forbes' Best Franchises to Buy list in the high investment category.