Black Friday camping deals aren't all about individual product discounts. Some retailers prefer to offer discounts overall on a wide range of product categories. Usually this comes in the form of a code that you enter at checkout to redeem your discount.
This is a great way to shop and can end up saving you more when you have multiple items you're looking to purchase, so keep an eye out.
And other sites will add value to higher priced items by bundling in extras, for example a free pair of socks with hiking boots, or a water flask with that beer cooler.
For us, the name of the game with Black Friday is to find the best value deals out there.