Embracing sustainable solutions: How retailers can attract environmentally conscious shoppers during Black Friday

Black Friday and Cyber Monday have become pivotal dates in the global retail calendar, reshaping consumer behaviour in the lead-up to Christmas. Though still a highly anticipated moment in the calendar (according to Mintel UK spending during the 2023 Black Friday period increased 7.3% year-on-year to an estimated £13.3 billion) consumer perceptions have shifted. Initially seen as opportunities for substantial savings, scepticism over the strength of some Black Friday deals has grown. Many consumers believe prices are artificially inflated before discounts or that better deals can be found throughout the year. 

Behaviour has also shifted during the period after Black Friday. Research suggests more than half of consumer spending during the Black Friday period is now predicted to go on Christmas presents and the British Retail Consortium noted that in 2023, many households subsequently reduced Christmas spending following early momentum for the event. As consumer fatigue has grown around traditional Black Friday activity, an increasing number of consumers are beginning to express concern over the carbon footprint associated with Black Friday activity. For example, the co2 created by producing, transporting and using an average laptop is 331kg, a statistic which is unlikely to feature in the marketing for any of the 83 million laptops expected to be sold worldwide this year. 

Furthermore, independent research indicates the fleeting nature of impulse sales events can add up to bad news for the environment. One study suggests that less than 65% of people make use of their Black Friday purchases a year later, meanwhile delivery alone for these online deals in the UK releases the same co2 as 215 flights from London to Sydney.

As consumers become more aware of how their actions impact the environment, a number of popular, more sustainable alternatives to Black Friday have emerged, Green Friday is one movement which focuses on promoting responsible and sustainable consumption. Its purpose is to emphasise recycling, supporting local businesses, buying artisanal products, and second-hand shopping.  The movement also encourages consumers to shop from brands that have a positive impact on the planet. Other alternatives which have emerged include Giving Tuesday and Buy Nothing Day. Giving Tuesday is held on the Tuesday following Black Friday, and it seeks to celebrate the action of giving, whether that’s food, money, second-hand objects or volunteering time for an activity. Meanwhile Buy Nothing Day directly challenges the consumerism of Black Friday, encouraging shops and brands to close their businesses for the day instead.

With 62% of consumers saying they were willing to change their purchasing behaviour to reduce their environmental footprint, well known retailers are now beginning to implement strategies that make their Black Friday offerings more sustainable, combining Black Friday deals with sustainable principles in innovative ways. Here are some which have caught our eye:

1. Electrical retailer Currys ran a 2023 Green Friday event offering discounts on over 140 energy-efficient home appliances. They also provide free in-store recycling and collection of old appliances when delivering new ones.
2. Clothing company Asket takes the Buy Nothing Day approach, and instead uses its social media channels to educate followers on the environmental problems caused by the fashion industry.
3. Netherlands-based home and garden retailer Dille and Kamille have a unique approach to Green Friday. The European retailer closes all stores and websites in Netherlands, Belgium and Germany on Black Friday and staff members take to the streets to clean up litter around their stores instead. 
4. Ethical online retailer agood company runs a Green November offering a flat 15% saving across their sustainably manufactured ranges, and planting a tree for every €10 spent, in addition to their year-round ‘tree per order’ policy.
5. UK clothing brand Lucy & Yak has been donating to the Fior Di Loto Foundation, which supports girls in rural areas of Northwest India, since 2018. This year, they have invited the girls to provide sketches which have been incorporated into clothing designs. 100% of the profits from this range, plus half of all profits between 21-27^th November, will be donated to the foundation.  

Whilst many retailers and brands continue to use Black Friday activity to compete for customer attention, more businesses are beginning to incorporate sustainable alternatives or additions into their Black Friday activity. Doing so allows retailers to demonstrate a shift towards more responsible consumption and business practices. Popular initiatives can involve including circular economy schemes as part of customer messaging (such as Ikea’s re-shop and re-use service) or following Levi’s example by providing customers with advice on mindful consumption, upcycling, donation or repair. By offering sustainable additions or alternatives to their Black Friday plans, retailers and brands can reflect changing consumer values, and demonstrate their desire to address environmental concerns, whilst still participating in the holiday shopping season.