The retail industry’s very own dedicated holiday is approaching: Black Friday.
Black Friday, which has now expanded with additional days such as Singles Day, Cyber Monday, and even a dedicated week for wild deals and impressive sales figures, better known as Black Week, is rapidly approaching.
For many retailers, these days are of enormous importance in determining whether the calendar year ends successfully. For this reason, we see many retailers making big bets on this particular time of year.
However, over the years, these wild discount days have been heavily criticized for encouraging massive overconsumption, which ultimately harms the environment.
Let’s take a closer look at the impact Black Friday actually has on consumers.
From great deals to overconsumption
Black Friday is a term we borrowed from the USA, where it originally referred to one of the biggest Christmas shopping days immediately after Thanksgiving (a holiday that marks, for many Americans, the last day before the Christmas festivities officially begin).
In the 90s, the retail industry in the US began to follow the trends of the time and offer advantageous prices to drive additional sales.
Since then, the tradition has gained international recognition, with many businesses now dedicating an entire week to great offers.
What was initially intended as a dedicated Christmas shopping day with favorable deals, which benefited many consumers, has since been criticized as one of the major contributors to the massive overconsumption we are all too familiar with today.
Many criticize retailers’ wild offers as a way to lure consumers into impulse purchases of items they will never need and that will end up being thrown away shortly after.
Anti-Black Friday campaigns
Several companies have kept an eye on public sentiment and created dedicated campaigns against overconsumption on this specific day.
Unfortunately, only on this one day.
It’s impossible to avoid the fact that consumers find it hypocritical when businesses present all their CSR reports and green initiatives on this one day, only to hide them away in the archives for the rest of the year.
On the other hand, there have been several initiatives from sustainable brands, recognizing the impact of Black Friday, and by promoting durable products, they win over climate-conscious consumers, advocating for products that will bring joy for more than just this one day each year.
Recycled and Green Friday
Instead of dedicated anti-Black Friday campaigns, we’ve also seen several examples of Recycled Friday and Green Friday in the name of sustainability.
Thrift stores, as well as second-hand apps, have really gained a strong hold on international retail and will undoubtedly experience greater success in the future.
It is an ideal move to replace consumption with recycling and greener solutions on this day, as long as it makes sense to consumers, and they don’t fall into overconsumption of second-hand goods just for the sake of their conscience.
Sustainable marketing, where are we heading? Read my take here.
The future of Black Friday
It’s clear that the criticism directed at Black Friday hasn’t come out of nowhere.
It’s a fact that we face a massive overconsumption problem on an international scale, and the wild offers that characterize Black Friday are unfortunately not helping to solve this issue.
In Denmark, we are fortunate not to face the same long lines in front of physical stores as in the US.
Instead, we can pride ourselves on the fact that many consumers here are price-conscious and see this day as an opportunity to buy the top Christmas gift wishes for family and friends, as well as essentials for the household.
However, the exciting (green) trends we’re currently seeing indicate that Black Friday will undeniably take on a different tone in the future, where the retail industry will need to step up to attract climate-conscious consumers into stores.
Do you also foresee a greener Black Friday in the future?
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