Black Friday - The impact of flash sales on the planet

What is Black Friday?

Most of us can't get away from the Black Friday marketing, but just in case you've managed to dodge it so far, here's a run down of what to expect.

Every year, the end of November comes, retail stores and retailers put on massive sales, extra advertising and ultra-cheap deals, in order to shift their summer stock in time for gift-giving season.

All over the world, retailers are slashing their prices, offering deals and discounts that can even sometimes leave them losing money on their items. The name of the game is to get people shopping, using more products and buying as much as possible.

Over the years, it's evolved into a symbol of excess and overconsumption, with a frenzied rush for bargains resulting in a surge of purchases.

Ultimately, people end up spending a lot of money on things they don't need. According to the Green Alliance, as much as 80% of items that are bought on Black Friday, as well as their packaging, are thrown away after just a few uses, or even after not being used at all.

As you can imagine, this equates to a lot of unnecessary waste, and contributes to a culture of thoughtless shopping - not good news.

And yes, many items end up being returned to the company in the days after Black Friday, which would seem like a solution, but often these returned products aren't able to be put back on sale, especially when businesses are clearing stock in preparation for Christmas sales.

Why is Black Friday bad for people and the planet?

The retail and environmental impact is massive - with an increase in online shopping meaning more and more packaging and more transportation emissions. Especially with offers like free shipping and returns, the issue is made even worse.

According to this 2021 report by price comparison website Money.co.uk, deliveries from Black Friday sales in store were estimated to release more than 429,000 metric tonnes of greenhouse gas emissions.

Ethically, Black Friday can be an issue too, often leading to staff being underpaid and overworked. If a brand is pricing things cheaply, it's always important to do your research - someone's paying that price.

Ultimately, though transportation and packaging make an impact on the environment, it's the sheer amount of products that are being made brand new and sold to people who don't really need them or won't actually use them, which is contributing to the most environmental damage.

Why Reskinned Don't Participate in Black Friday

From the beginning, we decided we wouldn't take part in Black Friday sales. It doesn't align with our philosophy for a lot of reasons. Our main goal is not to encourage excess consumption and to shop slowly and mindfully.

The idea of Black Friday is to push people to buy as much stuff as possible, at the biggest discount possible, and that fundamentally goes against what we believe in.

That's why we avoid offering sales and discounts - we want you to shop for what you want and need, and not just because something is a good price.

Our priority is making sure that clothes aren't being thrown away, and the resources are being rehomed, or recycled, so that we make the most of the valuable resources they're made from.

How can you shop more sustainably on Black Friday?

Now, it’s easy to say don’t shop at all during Black Friday, but if there are things you really want or need, it can be a good way to get them at great prices. We care about your bank balance as well as the planet, so here are a few ways you can shop more sustainably on Black Friday.

Prioritise High Quality Products

When considering what to buy or where to buy from, pick the brands and products you know and trust. Fast fashion might seem to offer appealing low prices, but the low quality means that your bargain might end up falling apart and contributing to creating more waste. You are also a lot more likely to end up falling into the trap of overconsumption, where you’re tempted to buy more than you need because the prices are just so good. Trust us, the prices are only that cheap because the products are worth even less.

High quality clothing and durable goods might be more expensive upfront, but we’ll wear them far more in the long run, reducing our waste.

Shop with Intention

Before diving head first into Black Friday sales, take a moment to evaluate what it is you actually need.

Do you, in fact, already have five perfectly good pairs of winter boots in your wardrobe? Are you browsing handbags but what you really could do with is a rucksack for cycling to and from the office?

Impulse buying fuels climate change by increasing the demand for production, which creates more waste and more emissions. Serious stuff.

When you buy only what you plan to use, you can avoid contributing to the throwaway culture that dominates modern retail and fashion, and you’ll end up not wasting money.

Support Sustainable Brands

Who you choose to shop with makes a big difference on Black Friday too. Seek out the retailers and brands that are committed to sustainable practices, and reducing their environmental impact. Shopping from brands that have ethical supply chains and focus on using eco-friendly materials means you’re making less of a negative impact on nature when you shop.

Participate in Circular Fashion Initiatives

Instead of buying new items, look for ways to participate in circular fashion by recycling or reselling your clothing, like our Reskinned takeback scheme.

Many brands now offer takeback programmes that encourage consumers to trade in old items to prevent them from being thrown into landfills. By taking part in a takeback programme, you help reduce waste and support a fashion industry that values reuse.

You can take a look at our brand partners here, and find out which of your favourite brands are offering the scheme.

Still Want to Buy Something on Black Friday?

That’s okay.

If you’re still keen to take part in Black Friday, or there’s something you really need, then try to opt for pre-loved instead of buying brand new when possible. That way you’re saving clothes from landfill, not contributing to anything new being made, and you can still enjoy a discount - in fact, a discount that is available all year round.

Shop our pre-loved selection of clothes, shoes and accessories here, save them from becoming waste textiles, and minimise the environmental impact of something being made from scratch.

Black Friday Alternatives

We’re not the only ones taking a stand against Black Friday. These are some of the most popular initiatives you can take part in instead of buying new things.

Green Friday

Green Friday is a movement that encourages shopping sustainably and responsibly on Black Friday. Opting for small local businesses, choosing pre-loved over new, and supporting ethical and eco-friendly practices are all ways you can take part in redefining the narrative of the day.

Buy Nothing Day

Theoretically easy to take part in because it doesn’t involve doing anything, Buy Nothing Day takes place on the same day as Black Friday, and challenges you to buy absolutely nothing for one whole day.

You’ll have to pick either Buy Nothing Day or Green Friday to take part in though, as they both happen on the day of Black Friday. Which one would you choose?

Brands Boycotting Black Friday

We’re not the only ones taking a stand against Black Friday. Some of our favourite brands and companies are also using the day as an opportunity to create some buzz, and get people thinking about their own impact.

Here are some of our favourite initiatives that promote alternative ways to spend the day.

Patagonia

It’s no surprise to anyone who knows Patagonia, that they aren’t Black Friday advocates, to say the least. Instead, the outdoor clothes retailer takes a pretty bold stance - donating 100% of their sales all weekend to environmental causes.

Freitag

Swiss accessory and bag brand Freitag has transformed Black Friday into a swapping day, instead of a shopping day. Every year, they close their online store, and replace it with global swap shops, encouraging their customers to exchange old bags instead of purchasing new ones.

Me + Em

Clothes retailer Me and Em avoid Black Friday too, and instead, they avoid sales, and donate a portion of their profits to the charity Women for Women International over the course of the weekend.

Raeburn

Not shy to do things differently, Raeburn are big Black Friday boycotters. Their Buy Nothing New campaign challenges the traditional narrative of the day, much like Buy Nothing Day. Every year, they close their online store, and sell pre-loved pieces in their physical shops. In the past, they’ve also operated repair shops, where customers are able to bring in clothes from any brand, and get them repaired.

This year, they’re collaborating with eyewear brand Cubitts, offering free of charge repairs on any Raeburn or Cubitts items that need an extra bit of TLC.

Not on the Highstreet

Another example of a company taking a stand is the small business marketplace Not on the Highstreet. Their message is simple: buy nothing unless it’s from a small business. Often the ones who benefit from Black Friday the most are the big companies who make a lot of money (and environmental damage) so buying from small businesses makes sure you’re giving a little bit back. Bonus points if they’re sustainable too.

If You Do Need to Buy Something New

We understand that sometimes you need new things.

All we ask is that you make the decision to purchase consciously, and when you're done, consider sending them back to us.

Mindful consumption really is the cornerstone of shopping responsibly. Make sure you need what you’re buying, and that you will actually use it.

Instead of buying new clothes, why not pick up something pre-loved from one of our partner brands here, keeping it out of landfill, and avoiding production of something new.

Black Friday FAQs

1. What is Black Friday?

Black Friday is an annual shopping event that takes place the Friday after Thanksgiving in the United States, so the date can vary. Some people think it marks the beginning of the American holiday shopping season and it’s known for ridiculous sales and crazy discounts offered by retailers both in-store and online, often resulting in tonnes of excess waste and mindless overconsumption.

2. Why is it called Black Friday?

The term "Black Friday" originated in Philadelphia in the 1960s, describing the heavy traffic and chaos that occurred the day after Thanksgiving.

Over time, it evolved to signify the point when retailers would turn a profit, moving from being "in the red" (losses) to "in the black" (profits), and that’s why we refer to the shopping day as “Black Friday” today.

3. When is Black Friday?

Black Friday always falls on the Friday after Thanksgiving, which is the fourth Thursday of November. This means Black Friday typically takes place between November 23rd and 29th each year.

4. How has Black Friday changed over the years?

Initially focused on in-store sales, Black Friday has grown into a global event that also encompasses online shopping, and often starts days or weeks in advance of the actual Friday. The day has also led to spin-offs like Cyber Monday, which focuses on online deals, and extended sales that can last for an entire week or more. For brands, it can be an excuse to get rid of excess stock and boost their profits, but many see a huge spike in returns after the day, and are left with products that can’t be resold.

5. What are the environmental impacts of Black Friday?

Black Friday encourages mass consumption, which can lead to increased waste. It’s estimated that 80% of items bought on Black Friday, along with their packaging, end up in landfills. The rush for deals often results in buying items that are never used, contributing to environmental strain. It creates a lot of waste and pollution from production, transport and packaging waste, and many items end up in landfill after only a few weeks or months.

6. How can I shop more sustainably on Black Friday?

To shop more sustainably, look for deals on preloved pieces or products from sustainable brands. Prioritise quality over quantity and consider if the item is something you truly need and are going to use. Participating in takeback programmes like Reskinned takeback or supporting circular fashion initiatives can also help reduce your environmental footprint during this time of year.

7. Are Black Friday deals worth it?

Well, that’s up to you. Black Friday deals can be worth it if they help you save on items you were already planning to buy. But it’s important to be mindful and avoid impulsive purchases that lead to clutter or waste. Often consumers end up spending more than they would have on one item, and ending up with three or four extra that they don’t even want.

8. What’s the difference between Black Friday and Cyber Monday?

While Black Friday includes both in-store and online deals, Cyber Monday focuses solely on online shopping and often features different discounts. Cyber Monday takes place the Monday after Black Friday, encouraging shoppers to buy things all weekend long.