5.3 billion phones discarded. Carbon emissions equivalent to 435 transatlantic flights. Tons of packaging waste piling into landfills. Is your Black Friday bargain really worth this?
Black Friday and Cyber Monday may be holiday shopping staples, but their environmental impact is staggering. What if we could turn these days of overconsumption into something better: a force for sustainability and mindful shopping?
Here’s how these traditions began, why they’ve become problematic, and how consumers and businesses can lead the change.
The roots of Black Friday and Cyber Monday
Black Friday has a fascinating history. It traditionally falls on the day after Thanksgiving in the United States, celebrated on the fourth Thursday of November. The term “Black Friday” originated in Philadelphia during the 1960s. At the time, police used it to describe the chaos of heavy traffic and crowded streets as people flooded the city ahead of the annual Army-Navy football game, held the Saturday after Thanksgiving. Retailers soon redefined “Black Friday” to symbolize the moment they moved from being “in the red” (losses) to “in the black” (profits).
Over the years, Black Friday evolved into a massive retail event, known for its deep discounts and aggressive marketing campaigns. It soon spread internationally, becoming a symbol of the holiday shopping frenzy.
Cyber Monday, launched in 2005, emerged as an online counterpart to Black Friday. It capitalized on the trend of shoppers turning to e-commerce after Thanksgiving weekend, often taking advantage of faster workplace internet connections. Today, it is one of the largest online shopping events globally, contributing significantly to the annual surge in consumer spending.
The sustainability problem
Behind the sales and marketing hype, Black Friday and Cyber Monday come with significant environmental costs. They encourage excessive consumption, fast production cycles, and a culture of disposability, all of which harm the planet.
Here’s a closer look at the impact:
- Overconsumption: Studies suggest up to 80% of Black Friday purchases are discarded after only a few uses, feeding the growing waste problem.
- Carbon emissions: Manufacturing, packaging, and shipping spike during these shopping events. In the UK alone, Black Friday deliveries in 2021 emitted 429,000 metric tons of greenhouse gases, equivalent to 435 return flights between London and New York.
- E-waste: Electronics deals drive premature disposal of still-functional devices. In 2022, 5.3 billion mobile phones were discarded, exacerbating the e-waste crisis.
- Fast fashion: Deep discounts on clothing encourage fast fashion, a major contributor to carbon emissions and poor labor practices. The fashion industry is responsible for 10% of global carbon emissions.
- Packaging waste: The rise in online shopping during Black Friday and Cyber Monday leads to mountains of packaging waste, much of which ends up in landfills.
Sustainable shopping
Fortunately, businesses and consumers worldwide are taking steps to counter these impacts. Europe has been at the forefront of transforming Black Friday into a platform for sustainability.
- Make Friday Green Again: This movement unites French brands to encourage consumers to repair, reuse, or buy sustainably instead of indulging in unnecessary purchases. (source)
- Circular Economy Initiatives: Nordic retailers such as IKEA and Houdini Sportswear embrace circular economy principles. For example, Houdini offers a “reuse and repair” service during Black Friday to fix old outdoor gear rather than selling new items.
- Refurbed’s Green Friday: Refurbed, a refurbished electronics retailer, plants a tree for every purchase made during Green Friday. This initiative promotes eco-friendly alternatives to new gadgets.
- Buy Back Friday: H&M’s Swedish stores encourage consumers to trade in old clothes for recycling. Participants receive vouchers for future sustainable purchases.
- Shop Ethically Day: Ethical initiatives in Italy, such as Altromercato, highlight local, artisanal, and eco-conscious businesses, promoting Fair Trade options during the Black Friday season.
Global movements
Beyond Europe, other global efforts are reshaping Black Friday and Cyber Monday into platforms for conscious commerce:
- Green Friday: Many brands close their stores or donate profits to environmental causes. Patagonia made headlines in 2016 when it donated 100% of its Black Friday profits—$10 million—to grassroots environmental organizations.
- Buy Nothing Day: This international initiative, started in Canada in 1992, urges consumers to abstain from shopping entirely for 24 hours, fostering awareness about overconsumption.
- Second-hand and refurbished options: Platforms like Refurbed and ThredUp promote pre-loved or repaired items, offering consumers sustainable alternatives to new products.
- Eco-friendly product showcases: Brands like Lucy & Yak use Black Friday to spotlight their sustainable product lines, donating a portion of profits to environmental causes.
Rethinking Black Friday
Black Friday doesn’t have to be a symbol of overconsumption. It can become a powerful force for good when brands and consumers work together to rethink its purpose.
To make this vision a reality:
- Consumers can focus on buying less and choosing better, supporting sustainable and ethical brands.
- Retailers can invest in initiatives like refurbished goods, repair services, and eco-friendly lines while reducing packaging waste.
By turning Black Friday into Bright Friday, we can make shopping a meaningful experience that benefits both people and the planet.
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