Black Friday, a landmark event in the retail calendar, has long been renowned for its bustling crowds and unbeatable deals, marking the unofficial start of the holiday shopping season. Originating as a day for unparalleled discounts that fueled consumer spending, this shopping phenomenon has grown to encapsulate the spirit of consumption in modern consumer culture.

‍

However, as awareness of environmental issues increases, there is a pressing necessity — and consumer demand — for a shift towards sustainability. Businesses, brands, and retailers face growing pressure to align Black Friday sales with sustainable practices that reduce environmental impact while still meeting customers’ expectations. 

‍

This Insight explores why and how the retail industry can transform this notorious shopping moment into a more sustainable Black Friday: an opportunity for promoting lower-impact shopping alternatives and offering actionable strategies for brands committed to making a positive change.

‍

Key Takeaways

‍

• There are significant environmental consequences of traditional Black Friday practices, emphasizing the need for a shift toward sustainability in retail.
• More sustainable Black Friday ideas are available for businesses, such as running carbon literacy campaigns, promoting circular economy practices and focusing on lower-impact products and packaging.
• Brands can consider alternate Black Friday strategies, like stopping selling altogether, to promote mindful consumption and align with growing consumer demand for ethical practices.

‍

Understanding Black Friday Impact

‍

Black Friday, a hallmark of modern consumerism, has long been synonymous with rampant shopping and steep discounts. While it boosts sales volumes and profits for businesses, the day has significant environmental and social consequences. 

‍

The surge in purchases leads to an increase in production demands, which not only amplifies the carbon footprint of manufacturing industries but also escalates the volume of waste materials, such as packaging and discarded older products replaced by newer purchases. 

‍

There is also an increase in deliveries, meaning more emissions and impact associated with the demand from Black Friday. This cyclical consumption not only strains natural resources but also heightens pollution levels from increased logistics activities as goods are transported across vast distances.

‍

As awareness grows, there is a pressing need for sustainable alternatives that prioritize environmental integrity and social responsibility. Consumers and businesses alike are called to reflect on the true cost of Black Friday bargains, advocating for changes that support more sustainable consumption patterns and ethical business practices.

‍

Sustainable Black Friday Ideas for Brands and Businesses

‍

Companies can include and are increasingly prioritizing helping customers make more sustainable Black Friday purchases. Here are a few tried and tested ideas that you can implement to help change consumers’ mass shopping intentions into more sustainable purchases on Black Friday.

‍

Educating on Carbon Literacy

‍

Brands have a pivotal role in enhancing carbon literacy, understanding their own environmental impact, and conveying this knowledge to their consumers. By integrating climate tech tools, businesses can overcome data lag, gaining real-time insights into the full spectrum of their environmental footprint — from supply chain operations to final product delivery. This informed perspective is crucial for crafting sustainability strategies that genuinely reduce impact and for fostering a more environmentally conscious consumer base.

‍

Running Sustainable Campaigns

‍

For a Black Friday that aligns with green principles, brands can design campaigns that prioritize sustainability. This might include promoting products made from recycled materials, offering discounts on eco-friendly goods, or incentivizing consumers to buy durable products over disposable alternatives. Brands can also consider donating a portion of Black Friday proceeds to environmental causes or partnering with green organizations to amplify their sustainability efforts.

‍

Engaging Consumers in Sustainability

‍

Encouraging consumers to make eco-conscious choices during Black Friday requires a proactive approach. Brands can educate their audience through impactful storytelling about the origins and lifecycle of their products, highlighting the environmental savings of choosing sustainable options. Offering incentives for customers who recycle old products, use minimal packaging options, or choose lower-impact shipping options can also drive more sustainable consumer behavior during one of the busiest shopping days of the year.

‍

By implementing these strategies, brands not only contribute to reducing the environmental burden of Black Friday but also build goodwill and brand loyalty among increasingly eco-aware consumers.

‍

To achieve a more sustainable Black Friday, carbon literacy and education are crucial — both internally to brands and businesses and while acknowledging your responsibility to pass on this knowledge and understanding to your customers. Consumers play a huge role in carbon literacy and are a crucial cog in the global machine that is retail. 

‍

Tips for Promoting Sustainable Black Friday Deals

‍

Black Friday is traditionally a day marked by significant consumption and waste, presenting a substantial challenge for sustainable business practices. However, there are strategic ways brands can adapt to offer more environmentally friendly options without foregoing the day’s commercial opportunities.

‍

More Sustainable Discounts

‍

Focus on promoting products that align with eco-friendly values. Offer special discounts on goods made from recycled materials, items designed for longevity, and services that support sustainable living. This not only drives the sale of lower-impact products but also introduces consumers to sustainable alternatives.

‍

Educational Campaigns

‍

As mentioned above, you can leverage Black Friday’s high traffic to educate consumers about the environmental impacts of their purchases. Share information on how choosing sustainable products can make a difference, incorporating educational messages into marketing materials and product descriptions.

‍

Support Second-Hand Markets and Circular Features

‍

The circular economy offers incredible opportunity for all companies in the retail ecosystem. If your brand has an interest in circular economy, whether that’s offering repairs, rentals or being in the resale or deadstock sale market, you can encourage the customers to utilise circular economy principles by promoting your interest or adoption of second-hand markets and services. Vaayu’s partners are living proof of circularity’s sustainability benefits — just take a look at Vinted, Vestiaire Collective, Schibsted Marketplaces, Otrium and Carousell Group to see the avoided (uncreated) emissions and waste that are attributable to these impressive models. 

‍

Lower-Impact ‘Eco-Friendly’ Packaging

‍

Transition to more sustainable packaging solutions such as recyclable or biodegradable materials. Black Friday is also a great opportunity to showcase these options during check-out on your website or in-store, as customers are focused on their shopping and may pay closer attention to their habits and options. Consider using climate tech to help with the sustainable packaging design, implementation, customer recommendation and impact tracking process — such as Vaayu’s Packaging Impact Solution — to optimize your packaging choices and reduce its environmental footprint. 

‍

Sustainable Product Lines

‍

Spotlight lower-impact products or those made with more sustainable methods and materials throughout your Black Friday promotions. This not only supports the environment but also educates your customer base about the benefits of sustainable certifications. Promoting longevity and quality is another good way to go about your Black Friday plans, encouraging the purchase of durable goods over disposable items — consider Vestiaire Collective’s cost-per-wear report that champions second-hand luxury over new fast fashion and ASKET’s ‘Permanent Collection’ of clothing.

‍

Local and Bulk Shipping Options

‍

Implement logistics strategies that reduce emissions by favoring local suppliers and consolidating shipments. Additionally, promote and champion your pick-up and drop-off (PUDO) point options over direct home deliveries to lessen the emissions associated with your customers’ shipments. While home delivery is considered a more convenient option for consumers, on Black Friday, they may be making multiple purchases across multiple companies and, therefore, may be more receptive to picking them up at the same time rather than needing to be home and available for all deliveries.

‍

Limit Flash Sales

‍

Restructure sales to avoid the rush and waste of flash sales. Extend deal periods and focus on meaningful, thoughtful discounts — consumer purchases that are likely to result in less buyer’s remorse and fewer returns, ultimately leading to a reduction in reverse logistics emissions.

‍

By rethinking Black Friday strategies through these sustainable lenses, brands can significantly lower their environmental impact while still engaging effectively with consumers.

‍

Spotlight on Sustainable Brands Participating in Black Friday

‍

Case Studies: Successful Sustainable Black Friday Campaigns

‍

‍

The popularity of more sustainable clothing brands is on the rise. As one of the clothing brands focused on being more sustainable, ASKET completely stopped selling on Black Friday last year, as it has done for several years in a row. ASKET has made a name for itself in lower-impact circles for many reasons, including: 

‍

• Not selling on Black Friday: Not only ignoring the trend of tremendous Black Friday discounts and offers, ASKET closes its shop completely and makes no sales on Black Friday, in an effort to draw shoppers’ attention to the impact of the shopping-centric day, as well as try to counteract some of the damage done.
• Full traceability: ASKET is committed to full supply chain transparency, providing detailed information on the origin and production process of each garment, allowing consumers to make more informed choices.
• Timeless, high-quality design: By focusing on creating durable, minimalist wardrobe essentials that don’t follow seasonal trends, ASKET reduces the need for frequent replacements, promoting a “fewer but better” approach to fashion and using LCA to always focus on the best possible product design.
• Impact Receipt: ASKET offers its world-first ‘Impact Receipt’ with every purchase, using Vaayu’s carbon and impact data to detail the environmental costs (CO2 emissions, water, and energy consumption) associated with the garment, helping to educate consumers on the impact of their choices.
• Responsible sourcing and production: The brand uses high-quality, natural materials and prioritizes ethical labor practices, minimizing waste and reducing its overall environmental footprint.
• Circular fashion initiatives: ASKET promotes garment longevity through care guides and take-back programs, encouraging customers to repair, recycle, or repurpose their clothing instead of discarding it.

‍

It’s key to remember that Black Friday is just one day of the year. It’s the other 364 days that make the difference. Below, we will share some tangible examples of evergreen shopping campaigns that focus on sustainability throughout the year.

‍

Case Studies: Successful Sustainability Campaigns Outside of Black Friday

‍

Here are some examples of what our partners alone have been up to to lower their impact and improve their sustainability metrics.

‍

On: Reducing 75% Footwear Emissions with LightSpray™ Technology 

‍

‍

In collaboration with On, the athletic footwear company, Vaayu leveraged its internal LCA expertise to evaluate the groundbreaking LightSpray™ manufacturing technology, which fabricates shoe uppers in just three minutes using a robotic arm and a continuous thread. This innovative method simplifies production and slashes standard manufacturing times significantly. 

‍

Our comparative analysis, including a prospective attributional LCA, revealed that LightSpray™ could decrease the carbon footprint of shoe uppers by approximately 75% when compared to traditional methods. Additionally, the technology could cut production emissions by up to 78% with the adoption of renewable energy, a transition that On is committed to pursuing. 

‍

This partnership reflects On’s visionary approach to redefining footwear manufacturing, significantly diminishing its environmental impact, and setting a sustainable course for the industry.

‍

Klarna: Powering Global Carbon Literacy with the CO2e Tracker

‍

Vaayu partnered with Klarna to provide its 150 million global shoppers with granular carbon footprinting for hundreds of millions of products, giving customers more accurate insights on their environmental impact than ever before and empowering them to make more conscious purchasing decisions.

‍

Using Vaayu’s technology, Klarna’s upgraded CO2e Tracker automatically calculates carbon emissions for purchases in real-time by pulling product-level emissions data via Vaayu’s API. The cradle-to-grave life cycle assessment (LCA) approach provides users with an enhanced breakdown of a product’s CO2 emissions along different stages of its life cycle, allowing Klarna’s consumers to develop a deeper understanding and sensitivity for their shopping choices. These stages include everything from raw material extraction and processing to product assembly and delivery to the end user. 

‍

The partnership is empowering Klarna customers with meaningful information on the carbon impact of their purchases, paving the way to a more transparent and lower-impact industry.

‍

LESTRANGE: Re_Count Fashion Budget Calculator

‍

To understand the carbon emissions and impact of LESTRANGE fashion products and communicate effective wear and care guidance to its consumers, LESTRANGE teamed up with Vaayu to launch Re_Count: the world’s first automated, science-based fashion carbon footprint calculator. 

‍

The tool was designed to measure clothing's impact on the environment and help customers see how their fashion habits impact their consumer carbon footprint in the context of an annual carbon budget. Try it here.

‍

Veja: Tracing its Global Logistics Emissions

‍

Veja is steadfast in its commitment to sustainability and transparency, crafting trainers from innovative materials, including recycled plastic bottles and recycled polyester, and using Amazonian rubber, which emits approximately 73% fewer greenhouse gasses than conventional rubber used in the industry. 

‍

And in 2023, the purpose-first footwear brand, partnered with Vaayu to help power reductions at scale across its business, with a focus being to reduce its transport CO2 emissions and the carbon footprint of its transportation and logistics. Now, with Vaayu, Veja is able to understand its logistics CO2 emissions and transport CO2 emissions with acute granularity — from inbound to wholesale and outbound — to help reduce the carbon emissions footprint associated with its transportation.

‍

Alternative Approaches to Black Friday

‍

Amidst the traditional shopping frenzy, anti-Black Friday movements like “Buy Nothing Day” emphasize mindful consumption, urging consumers to reconsider their purchasing habits. 

‍

In response, some businesses are adopting alternate Black Friday strategies that prioritize sustainability over sales. Instead of offering deep discounts, these businesses donate a portion of their proceeds to environmental causes or community projects, promoting a culture of giving back. 

‍

This shift not only supports worthy causes but also aligns brands with consumers who value ethical and environmental responsibility.

‍

Businesses have a unique opportunity this Black Friday to lead the charge in promoting sustainability. By adopting eco-friendly practices, you not only reduce your environmental impact but also meet the growing consumer demand for mindful, sustainable brands. Shoppers are increasingly seeking out companies that align with their values, making now the perfect time to make a positive change.

‍

If you want to truly understand how your company’s impact fluctuates during key shopping moments like Black Friday and start making meaningful reductions sooner rather than later, you’re in the right place. Reach out to our team for a deep dive into your environmental footprint — and let’s work together to create a more sustainable future.