The Ethics Behind “Friend Prices”

Between Solidarity, Small Business, and the Value of Honesty

There’s one phrase that almost always comes up when a friend starts a business: “Come on, give me the friend price.” At first glance, this simple expression sounds lighthearted even endearing. But behind the smiles and banter lies a more complex dynamic: solidarity, ethical dilemmas, and often a tug-of-war between idealism and business reality.

The phenomenon of “friend prices” doesn’t only occur at roadside coffee stalls or small online shops. In the digital era, where social media has become the primary storefront, requests for discounts based on personal ties are becoming even more common. Instead of serving as a form of support, in many cases, “friend prices” place small business owners in a difficult position.

Behind these requests is the assumption that personal relationships can be translated into price reductions. Yet, for many micro-entrepreneurs, every rupiah is crucial for survival.

According to data from Statistics Indonesia (BPS) in 2024, 98.68% of business units in the country are categorized as micro-enterprises. Most of them still struggle to maintain daily cash flow. Discount requests from friends, however small, can chip away at already thin margins.

“True solidarity should be shown by buying without asking for a discount—even tipping more if you can. That’s what keeps your friend’s business wheels turning,” said Dr. Lina Marlina, a business ethics expert from the University of Indonesia, in an interview with Price and People.

The “friend price” phenomenon is often normalized in everyday culture. Some even assume it’s natural that friends should pay less than regular customers. But from an ethical business standpoint, this practice can be harmful in the long run.

According to a 2023 survey by Katadata Insight Center, 64% of MSME owners said they often received discount requests from people close to them. Nearly half admitted feeling pressured and reluctant to say no, even though it harmed their financial health.

“The issue isn’t just about the nominal value. It’s about how this culture shapes the mindset that friends are a shortcut to cheaper prices. Business ethics emphasizes fairness: prices should apply equally, unless there’s a clear promotional strategy,” Lina explained.

In the context of social relationships, the request for “friend prices” often stems from emotional closeness. Yet, when personal and professional ties overlap, boundaries blur.

Economic sociologist Wahyu Nugroho from Gadjah Mada University sees this as a “paradox of solidarity.” “We want to support our friends, but the way we show support often weakens them. If you truly want to help, consume their products or services fairly,” he emphasized.

He added that normalizing discounts due to friendship creates an asymmetry: the seller bears the moral burden, while the buyer feels entitled. Over time, this can even create friction within the friendship itself.

Interestingly, similar phenomena occur elsewhere. In the United States, it’s known as the “friends and family discount.” The difference is that in many cases, these discounts are formal offered by large companies under clear rules, limited to certain periods or purchase amounts.

In other words, personal ties are not a unilateral reason to cut prices, but part of a measurable business strategy. This is the context often missing in “friend price” practices among Indonesian micro-enterprises.

At this point, ethics once again becomes key. Both sellers and buyers carry moral responsibilities. For buyers, honesty means recognizing that a friend’s business deserves to be valued the same as any other. For sellers, maintaining transparent pricing and consistent quality is a form of integrity.

A home-based baker in Bandung, Rara, shared her experience. “I used to get WhatsApp messages saying, ‘Friend price, please.’ At first, I agreed. But eventually, I realized my capital was being eroded. Now I explain honestly why my prices are set as they are, and my true friends understand,” she said.

Rara’s story illustrates the importance of open communication. Saying no to a discount request doesn’t mean rejecting friendship—it means safeguarding the sustainability of the business.

The ethics of “friend prices” can actually be reversed: instead of asking for a discount, use the moment as a chance to give extra support. For instance, by sharing your friend’s product on social media, leaving a testimonial, or even buying more than you need.

“If we want our friends to succeed, we should be their best customers. That’s real solidarity,” Wahyu said.

Building this culture takes time. But as awareness grows of how vital MSMEs are as the backbone of the economy, small shifts in consumer behavior can make a big impact.

In the end, the question we need to ask ourselves is simple: when we say “friend price,” are we truly helping—or are we adding to the burden?

True friendship shouldn’t pressure, but empower. And perhaps the most genuine way to support a friend’s business is to pay the full price or even more as an investment in their dreams.

Because behind every homemade product, every cup of coffee, and every creative service offered, there’s hard work, financial risk, and hopes for growth. The real question is: are we ready to be part of that growth without bargaining?

✍️ Price and People

Eric Aryasatya