I understand what nntw means. I will give my honest opinion on sales. I don't expect to get a great deal on a autoloading 12GA, 2 days before duck opening day. I'm watching for deal around that time in year, around Christmas.
I feel you disagree with the fact that Black Friday exist when you mention "no matter what new event society creates". I hate most of made up holidays. However, I feel Black Friday is a good opportunity for sellers to get money from consumers that usually don't have cash to spend right after Christmas. Shooting is far less popular in winter and sales are an incentive for customer for dropping their cash. Most of major retailer on the forum are doing it.
Your prices are often good and you can come with great promotions on some item, but I think some general sales would foster people to buy. Otherwise, there will always have substitution products in the market (same product elsewhere, alternative products, or used goods).