Black Friday is a when many companies offer huge discounts for their products and services, ahead of the Christmas period.
However, over-consumption is a problem and consumers are facing a cost of living crisis, so some people might have different priorities as the busiest shopping period of the year approaches.
As a result, some big brands are opting for Black Friday alternatives. These range from charitable initiatives, anti-Black Friday messaging or new campaigns, such as Green Friday.
Here's a look at what Green Friday is and how brands are getting involved.
Green Friday vs Black Friday
Green Friday runs alongside Black Friday but consists of retailers that want to emphasise shopping responsibly and sustainably.
Black Friday takes place on November 24, 2023, the day after Thanksgiving in the US.
On Green Friday, retailers will offer attractive deals but will focus on improving the sustainability of consumers' spending and encourage them to shop more mindfully.
In some cases, Green Friday even bypasses deals completely, highlighting that cutting prices can result in needless spending.
Ways that retailers are supporting Green Friday
There are various ways to get involved with Green Friday, depending on the retailer in question.
For example, Currys has launched its own Green Friday event, with the aim “to unite sustainability with immense deals". The electrical retailer will offer discounts on over 140 home appliances, all designed to reduce energy usage, thus lowering household energy bills.
It also offers free in-store recycling for products brought in by shoppers and will collect and recycle old appliances when delivering new ones for a minimum of £15.
Both of these initiatives are designed to promote reusing and recycling electrical appliances to reduce e-waste.
Other retailers are celebrating Black Friday a little differently. Ethical clothing brand Lucy & Yak has promoted charitable Fior Di Loto Foundation instead of slashing prices since 2018.
The foundation provides life-changing education for girls living in the villages surrounding Pushkar in north-west India, and the clothing brand will donate half of its profits to the charity between November 21 and 27.
"In a world where we have an estimated 12 years to fix the climate crisis, growing overconsumption is worrying and we really wanted to use the increased momentum to make a more positive change, so you can get AND give this sale season," wrote Lucy & Yak in a 2019 blog post.
