EnvironmentalThought Leadership

Black Friday’s shadow looms large over sustainability

Black Friday is a discount-laden weekend at the end of November each year, designed specifically to entice the public to hit the shops en masse. But there is a wealth of evidence that points to condensed mass consumerism events being extremely damaging for the environment.

A dark day for the environment

The environmental impact of Black Friday is hard to overstate. A 2020 report from the UK, for example, estimated that Black Friday deliveries for the year would generate an estimated 429,000 tonnes of greenhouse gasses across the country.

To compound matters, a lot of these emissions are completely unnecessary, because many people almost immediately regret their impulse buys made during the flash sales. In the US, there is a reported 143% surge in product returns following Black Friday, vastly increasing the already elevated greenhouse gas emissions related to product delivery.

The 2019 Building a Circular Economy report from the Green Alliance in the UK, meanwhile, found that 80% of Black Friday purchases were thrown away after just a few uses.

In South Africa, reports in the media cite environmental advocacy group Circular Energy’s assertion that Black Friday is an e-waste crisis. South African consumers are not yet accustomed to recycling electrical and electronic appliances, so a lot of these end up in landfills. This includes potentially hazardous lithium batteries, of which single-use vapes are now a significant source.

Caught in the web

While online purchases are believed to have 17% lower emissions than brick-and-mortar shopping, any reduction in emissions for individual purchases is negated by the fact that online shopping greatly increases the number of people participating in massive sales events like Black Friday. 

In the past, many people stayed away from the shops to avoid the crowds and the sales hysteria prompted by annual sales, but being able to pick and choose from the comfort of home has increased sales exponentially. In the US, Black Friday online spending has risen from $1.9 billion in 2013 to $9.8 billion in 2023, while globally, Black Friday online sales grew 8% year-over-year to $70.9 billion in 2023.

Keep it local

As well as the environmental impact of Black Friday, there are increasing boycotts of the sales because of how damaging these events are to local and independent companies. 

In the UK, over 85% of independent retailers have boycotted Black Friday sales for the last three years, according to the British Independent Retailers Association (BIRA). The association also noted that over two-thirds of independent retailers believe Black Friday to have a negative impact on smaller businesses, as it promotes “the dominance of large retailers and e-commerce giants”.

Moreover, research even suggests that Black Friday sales lead some sustainable fashion brands to use greenwashing and bluewashing marketing strategies to gain an advantage over competitors as they try to maximise their profits during the mad sales rush.

All things considered, promoting smaller independent and local businesses is usually better for the environment. Localised supply chains have a smaller carbon footprint and help to keep money within local economies and support local business rather than enriching multinational corporations. Small independent businesses are also more likely to be environmentally-conscious and support shorter supply chains and a circular economy, focused on minimising waste and promoting sustainable living.

Colour Friday in the UK is a great example of a campaign that aims to shift the focus on Black Friday away from large corporations, shining a spotlight on the creativity of independent stores and small businesses and raise awareness about how they are being marginalised by Black Friday consumerism.

Taking a stand

Increasingly, consumers in South Africa are holding companies accountable for their actions as we push for a more sustainable future. Members of Gen Z in particular expect brands to reflect their own ideals and morality, and many of the youth will walk away from a brand that fails to live up to their expectations.

Given the many negatives that accompany Black Friday, there are increasingly popular counter movements around the world seeking to push back against uber-consumerism, such as Make Friday Green Again and Green Friday.

Paint it Green

Green Friday, also known as “Buy Nothing Day”, began in 2015 as an anti-Black Friday movement and protest against consumerism. It encourages consumers to be mindful of their purchases and buy either from sustainable, ethical brands, or not buy anything at all.

Green Friday is a call to refrain from impulse buying and associated wastage. Opting publicly for alternatives like Green Friday sends a clear message to retailers that society wants out of the feeding frenzy. This can be magnified by calls to action on social media, and directly commenting on your abstention from sales on the online marketing campaigns of major brands.

But Green Friday is not just about one day every year – the ideals held in this countermovement translate to everyday life, encouraging people to shop more ethically, support local manufacturers and producers, focus on quality over quantity, and look for brands that are reducing the use of plastic packaging.

While there will probably always be some that take the Black Friday bait, the more individuals who choose to keep their wallets in their pockets and voice their displeasure, the more likely retailers will be to address the negative consequences of their actions. So, take a stand against the environmental impact of Black Friday this November and say no to the sales, or contribute your money to a worthy recipient like a local business or artisan instead.

Rethinking consumption: Choose sustainable options this ‘Green Friday’ to make an impact.

Local is lekker. Find local craft markets in your area to do some gift shopping.

Eco-conscious packaging: Reusable and recyclable materials to reduce waste and protecting our planet.

Black Friday, Climate Action, Climate change, climate change solutions, environmental impact, environmental sustainability, Green Friday, sales events
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