How to be sustainable this Black Friday

What is Black Friday (and Cyber Monday)?

Black Friday is a promotional day where shops slash prices on their products and takes place on the last Friday of November. It originates from America as a post Thanksgiving promotion but over the last decade or so, it’s become increasingly part of UK culture. People often use BF and CM as an opportunity to kick start their Christmas gift shopping. Cyber Monday was launched as the online alternative to Black Friday, which was originally an instore promotion. Cyber Monday traditionally takes place on the Monday after Black Friday. However, as online shopping has increasingly become the go-to way for people to shop, these sales are no longer limited to Friday and Monday, with “Black Friday” deals launching as early as October.

How many things are sold every year during Black Friday?

An estimated 9.42bn GBP will be spent this Black Friday weekend in the UK alone - yep that's way over £9 billion. That average spend per person is estimated to be £189.59. Unfortunately, lots of people regret their purchases which they say were made due to impulse decisions based on the cost savings being promoted.

30% of 18-35 year olds regret purchases they made in last year’s Black Friday and Cyber Monday sales, making the younger generation the most regretful. However Generation X regret spending an average of £112 in last year’s sales, the highest amount than any other generation. 49% of people who purchased clothes, shoes and accessories in the sales regretted their purchases.

Why do brands run anti Black Friday campaigns?

Brands with a passion for sustainability are likely to avoid Black Friday sales, or may even run their own anti Black Friday campaigns. In 2020, Black Friday is estimated to have produced nearly 430,000 metric tonnes of emissions — the equivalent of 435 return flights from London to New York. Many brands recognise the pressure these sales can place on individuals and the amount of waste it can ultimately lead to.

With such high numbers of people regretting the purchases they’ve made, many brands don’t want their products to end up being forgotten about or thrown away in such a short period of time, and they don’t want them to end up in landfills and contribute to any pollution. Brands that actively talk about sustainability and reject Black Friday campaigns that go against their values also find that this can resonate well with customers, who want to support brands that align with their own beliefs.

How can you be more sustainable at Black Friday?

Join #BuyNothingDay - If you don’t need or want anything, don’t browse. It’s easier to not want something if you don’t know it exists. Opt out of Black Friday email marketing, or make a concerted effort to delete marketing emails before reading in the lead up to Black Friday. Turn of phone notifications from brands during the Black Friday and Cyber Monday weekend.

Have a strategy - Use our wardrobe clear out guide to figure out where the gaps in your wardrobe are. Take the same approach for other items like new phones or gadgets. Know what you need and shop around. Go in with the knowledge about what it is you’re precisely looking for, read product reviews and check out a few deals before committing. That way you’re more likely to avoid any regretful purchases.

Think about the future - If you stumble across something that you didn’t necessarily plan to buy but you feel like you can’t resist, ask yourself: will I still want this in a year/5 years/10 years from now? How does it fit into my life? Can I wear it with other items in my wardrobe? If you truly want it, go for it, but have a good think about it before you grab and purchase.

Buy from sustainable brands - Preloved is much better for the environment than buying new. We’ve got a great selection of technically crafted, good-as-new products that are cheaper than new, all year round. We truly believe that it is better to invest in quality that will last you years to come.

Have a #GreenFriday - Take it one step further and donate the money you might have spent in the sales to environmental causes. Plant a tree or support conservationists in their mission to protect wildlife from extinction.

Support #BlackForGood - Look out for brands participating in the Black For Good campaign which sees businesses donate their Black Friday profits to a charity of their choice. The B-Corp skincare brand Typology first launched their Black For Good campaign three years ago and since then they have seen over 150 brands participate globally. You can read more about the campaign on their website.

Respect brands that don’t do Black Friday - This one particularly stands out for independent and small businesses. Brands who are truly ethical and sustainable will accurately price their products and may not be able to afford the cost of offering a discount, especially if they only make a limited number of products. They need to cover the costs of production (that means fair wages) and materials, and they need to make a profit (which is often small) to maintain their business. If a brand isn’t participating in Black Friday, respect the decision.

If a brand runs a Black Friday campaign, does that mean that they don’t believe in sustainability?

It’s really not that simple. Brands can be truly passionate about sustainability and ethical practices but still be able to afford the cost of promoting a Black Friday discount, particularly if they’re a profitable business. Some brands might decide that it's in their customer’s interest to offer a sale, especially if their price point is high and they want to offer a most accessible price point for long-time fans of the brand. They may also be participating in campaigns where profits are donated to charity.