{"id":675259,"date":"2024-11-14T07:09:03","date_gmt":"2024-11-14T07:09:03","guid":{"rendered":"https:\/\/www.capgemini.com\/gb-en\/?p=675259"},"modified":"2026-01-22T07:49:32","modified_gmt":"2026-01-22T07:49:32","slug":"revitalising-black-friday-a-retailers-guide","status":"publish","type":"post","link":"https:\/\/www.capgemini.com\/gb-en\/insights\/expert-perspectives\/revitalising-black-friday-a-retailers-guide\/","title":{"rendered":"Embracing sustainable solutions: How retailers can attract environmentally conscious shoppers during Black Friday"},"content":{"rendered":"\n<header class=\"wp-block-cg-blocks-hero-blogs header-hero-blogs\"><div class=\"container\"><div class=\"hero-blogs\"><div class=\"hero-blogs-content-wrapper\"><div class=\"row\"><div class=\"col-12\"><div class=\"header-title\"><h1>Embracing sustainable solutions: How retailers can attract environmentally conscious shoppers during Black Friday<\/h1><\/div><\/div><\/div><\/div><div class=\"hero-blogs-bottom\"><div class=\"header-author\"><div class=\"author-img\"><img decoding=\"async\" src=\"https:\/\/www.capgemini.com\/gb-en\/wp-content\/uploads\/sites\/5\/2024\/11\/JA.png?w=200&amp;quality=10\" alt=\"James Ainger\" loading=\"lazy\"\/><\/div><div class=\"author-name-date\"><h5 class=\"author-name\">James Ainger<\/h5><h5 class=\"blog-date\">Nov 14, 2024<\/h5><\/div><\/div><div class=\"brand-image\"> <\/div><\/div><\/div><\/div><\/header>\n\n\n\n<section class=\"wp-block-cg-blocks-group undefined section section--article-content\"><div class=\"article-main-content\"><div class=\"container\"><div class=\"row\"><div class=\"col-12 col-md-1\"><nav class=\"article-social\"><ul class=\"social-nav\"><li class=\"ip-order-fb\"><a href=\"https:\/\/www.facebook.com\/sharer\/sharer.php?u=https:\/\/www.capgemini.com\/gb-en\/?p=675259\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"opens in a new window\"><i aria-hidden=\"true\" class=\"icon-fb\"><\/i><span class=\"sr-only\">Facebook<\/span><\/a><\/li><li class=\"ip-order-li\"><a href=\"https:\/\/www.linkedin.com\/sharing\/share-offsite\/?url=https:\/\/www.capgemini.com\/gb-en\/?p=675259\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"opens in a new window\"><i aria-hidden=\"true\" class=\"icon-li\"><\/i><span class=\"sr-only\">Linkedin<\/span><\/a><\/li><\/ul><\/nav><\/div><div class=\"col-12 col-md-11 col-lg-10\"><div class=\"article-text article-quote-text\">\n<p>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 \u00a313.3 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.&nbsp;<\/p>\n\n\n\n<p>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.&nbsp;<\/p>\n\n\n\n<p>Furthermore, independent research indicates the fleeting nature of impulse sales events can add up to bad news for the environment. One study suggests that <a href=\"https:\/\/thesustainableagency.com\/blog\/best-alternatives-to-black-friday\/\" target=\"_blank\" rel=\"noreferrer noopener\">less than 65%<\/a> 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.<\/p>\n\n\n\n<p>As consumers become more aware of how their actions impact the environment, a number of popular, more sustainable alternatives to Black Friday have emerged, <a href=\"https:\/\/www.activesustainability.com\/climate-change\/black-friday-sustainable\/\" target=\"_blank\" rel=\"noreferrer noopener\">Green Friday<\/a> 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.&nbsp; 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 <a href=\"https:\/\/www.activesustainability.com\/climate-change\/black-friday-sustainable\/\" target=\"_blank\" rel=\"noreferrer noopener\">it seeks to celebrate the action of giving<\/a>, whether that\u2019s 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.<\/p>\n\n\n\n<p>With 62% of consumers saying they were willing to change their purchasing behaviour to <a href=\"https:\/\/www.ibm.com\/thought-leadership\/institute-business-value\/en-us\/report\/2022-sustainability-consumer-research\" target=\"_blank\" rel=\"noreferrer noopener\">reduce their environmental footprint<\/a>, 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:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Electrical retailer <a href=\"https:\/\/www.standard.co.uk\/news\/uk\/green-friday-shopping-alternative-black-friday-b1119280.html\" target=\"_blank\" rel=\"noreferrer noopener\">Currys <\/a>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.<\/li>\n\n\n\n<li>Clothing company Asket takes the Buy Nothing Day approach, and instead uses its social media channels to\u202f<a href=\"https:\/\/www.forbes.com\/sites\/eshachhabra\/2021\/11\/26\/this-fashion-brand-is-shutting-its-doors-online-and-offline-to-deter-mindless-consumption-on-black-friday\/\" target=\"_blank\" rel=\"noreferrer noopener\">educate followers<\/a>\u202fon the\u202fenvironmental problems\u202fcaused by the fashion industry.<\/li>\n\n\n\n<li>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.&nbsp;<\/li>\n\n\n\n<li>Ethical online retailer agood company runs a <a href=\"https:\/\/www.agood.com\/blogs\/community\/join-us-for-green-november?srsltid=AfmBOoo0pwij2Nz0C4PdA_d3u4IklHC7DKUhyaK_PugeU5xkdEqD_FUs\" target=\"_blank\" rel=\"noreferrer noopener\">Green November<\/a> offering a flat 15% saving across their sustainably manufactured ranges, and planting a tree for every \u20ac10 spent, in addition to their year-round \u2018tree per order\u2019 policy.<\/li>\n\n\n\n<li>UK clothing brand Lucy &amp; 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<sup>th<\/sup> November, will be donated to the foundation.&nbsp;&nbsp;<\/li>\n<\/ol>\n\n\n\n<p>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\u2019s re-shop and re-use service) or following Levi\u2019s 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.&nbsp;<\/p>\n<\/div><\/div><\/div><\/div><\/div><\/section>\n\n\n\n<section class=\"wp-block-cg-blocks-wrapper-people-slider section section--expert-slider wrapper-people-slider undefined\"><div class=\"container\"><div class=\"content-title\"><h2 data-maxlength=\"34\" class=\"people-heading-title\">Meet our expert<\/h2><\/div><\/div><div class=\"slider slider-boxed\"><div class=\"container\"><div class=\"slider-window\"><div class=\"slider-list\">\t\t<div class=\"slide\">\n\t\t\t<div class=\"box\">\n\t\t\t\t<div class=\"row\">\n\t\t\t\t\t<div class=\"col-md-6 col-lg-4 box-img-wrapper\">\n\t\t\t\t\t\t<img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/www.capgemini.com\/gb-en\/wp-content\/uploads\/sites\/5\/2024\/11\/JA.png\" alt=\"James Ainger\"\/>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t<div class=\"col-md-6 col-lg-8 box-inner\">\n\t\t\t\t\t\t<div class=\"row title-social-media-header\">\n\t\t\t\t\t\t\t<div class=\"col-md-12 col-lg-6 mbl-social-icon\">\n\t\t\t\t\t\t\t\t<ul class=\"social-nav\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/ul>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<div class=\"col-md-12 col-lg-6 box-container\">\n\t\t\t\t\t\t\t\t<div class=\"box-title\">\n\t\t\t\t\t\t\t\t\t<h3 class=\"people-profile-title\">James Ainger<\/h3>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span>Senior Consultant | Capgemini Invent\u00a0\u00a0<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<div class=\"col-md-12 col-lg-6 social-box-container dkt-social-icon\">\n\t\t\t\t\t\t\t\t<ul class=\"social-nav\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/ul>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"people-info\">James is a Senior Consultant within the Consumer Goods &#038; Retail practice for Capgemini Invent with over 19 years\u2019 experience in the retail industry and consulting roles. James has expertise in commercial, merchandising, customer strategy, and operating model design. He has worked within major retailers to develop and deliver new customer propositions and retail change. He has also worked with major FMCG brands to refine their \u2018go to market\u2019 and promotional strategies and to execute them effectively. James is passionate about the grocery industry and loves to monitor industry trends to help support our grocery clients.<\/div>\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div><\/div><\/div><div class=\"slider-nav\"><button class=\"slider-prev inactive\" aria-label=\"Slider-previous\" tabindex=\"-1\"><\/button><ul class=\"slider-paginator\"><\/ul><button class=\"slider-next\" aria-label=\"Slider-next\"><\/button><\/div><\/div><\/section>\n","protected":false},"excerpt":{"rendered":"<p>\u202fCapgemini can help you shape a strong, data-driven approach to Black Friday<\/p>\n","protected":false},"author":301,"featured_media":675437,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"cg_dt_proposed_to":[],"cg_seo_hreflang_relations":"[]","cg_seo_canonical_relation":"","cg_seo_hreflang_x_default_relation":"{\"uuid\":\"67c2817b-d533-4628-8b3b-beb56dc27452\",\"blogId\":\"\",\"domain\":\"\",\"sitePath\":\"\",\"postLink\":\"\",\"postId\":null,\"isSaved\":true,\"isCrossLink\":false,\"hasCrossLink\":false}","cg_dt_approved_content":true,"cg_dt_mandatory_content":false,"cg_dt_notes":"","cg_dg_source_changed":false,"cg_dt_link_disabled":false,"_yoast_wpseo_primary_brand":"","_jetpack_memberships_contains_paid_content":false,"footnotes":"","featured_focal_points":""},"categories":[4],"tags":[],"brand":[],"service":[192],"industry":[36,198],"partners":[],"blog-topic":[150],"content-group":[],"class_list":["post-675259","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-people","service-customer-experience","industry-consumer-products","industry-retail","blog-topic-customer-experience"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v22.8 (Yoast SEO v22.8) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Revitalising Black Friday: A Retailer&#039;s Guide | Capgemini UK<\/title>\n<meta name=\"description\" content=\"Find out how to fight Black Friday fatigue. The Capgemini guide offers retailers innovative ways to engage apathetic shoppers during the holiday season.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.capgemini.com\/gb-en\/insights\/expert-perspectives\/revitalising-black-friday-a-retailers-guide\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Embracing sustainable solutions: How retailers can attract environmentally conscious shoppers during Black Friday\" \/>\n<meta property=\"og:description\" content=\"Find out how to fight Black Friday fatigue. 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