Black Friday, traditionally seen as a day of consumer frenzy, is increasingly being used by brands to promote sustainability and ethical consumption.

Black Friday 2024, set for Friday, 29 November, is fast approaching, and it promises to be a day marked by more than just eye-catching sales. Traditionally, Black Friday is synonymous with a high-energy consumer rush that follows the US Thanksgiving holiday — a trend that has spread globally, captivating millions and influencing everything from shopping habits to retail calendars.

The origins of Black Friday go back to the early 1960s in Philadelphia, where it referred to the post-Thanksgiving shopping surge that caused chaos on city streets and transformed the day into a major retail event. Over the years, it has grown into one of the most significant shopping days worldwide, with retailers slashing prices to attract customers into stores and onto their websites.

Today, however, many brands are reimagining Black Friday as an opportunity to highlight their sustainability commitments, encouraging consumers to make choices that align with ethical values rather than simply capitalising on discounts. 

Instead of pushing deep discounts alone, forward-thinking brands are promoting initiatives that address issues like environmental impact, waste reduction, and ethical sourcing. They’re inviting shoppers to pause, consider the environmental cost of their purchases, and choose more mindfully.

Here’s how some brands are transforming Black Friday into a platform for positive environmental impact.

  • Electronics retailer Currys, in the UK, launched its “Green Friday” initiative in 2023 as an eco-conscious alternative to Black Friday. Instead of promoting mass consumption, the company encourages customers to make sustainable choices. The initiative includes discounts on energy-efficient appliances and a commitment to reducing e-waste. Notably, Currys waives its usual £30 fee for recycling old electronics, supporting responsible disposal while offering a £10 discount on selected products to customers who participate in their recycling programme​.
  • IKEA has also leveraged Black Friday to push its environmental commitments, particularly around its circular economy ambitions. For Black Friday, IKEA runs a Buy Back initiative, where customers can return old IKEA furniture in exchange for store credit. The furniture is then resold in stores as second-hand items, reducing waste and supporting the brand’s goal of becoming fully circular by 2030.
  • The Swapshop in the Netherlands hosts a massive clothing swap event on the weekend after Black Friday. Instead of slashing prices on new goods, this event allows people to exchange their clothes, supporting a circular economy and reducing textile waste. It’s a sustainable alternative to traditional sales, encouraging people to shop with purpose and reduce overconsumption.

 

  • Patagonia has long been a leader in environmental activism, and on Black Friday, the brand continues to redefine consumerism. For years, Patagonia has donated 100 per cent of its Black Friday sales to environmental causes – a move that reflects its dedication to counteracting fast fashion by promoting durable, repairable clothing.
  • Cosmetic company Lush takes a different stance altogether, forgoing discounts and using Black Friday as an opportunity to draw attention to overconsumption and the environmental damage caused by it. The company’s 2023 Black Friday campaign involved donating profits from their limited-edition “The Cloud” bath bomb to the People vs. Big Tech organisation, supporting efforts to reduce the dominance of large tech companies in daily life.
  • Vestiaire Collective, a global online marketplace specialising in pre-owned luxury and designer fashion, is a notable example in the fashion industry. They use Black Friday to promote ‘conscious shopping’ by encouraging customers to buy second-hand luxury items, extending the lifecycle of fashion products and reducing waste. This approach fosters a shift from consumerism to thoughtful purchasing by highlighting the value of pre-owned fashion.

Black Friday’s transformation is gaining traction, with this once consumer-driven day evolving into a catalyst for positive change across the retail landscape. More brands are showing that profitability can go hand in hand with a commitment to sustainability, proving that businesses can thrive while making people and the planet a priority.