Is Black Friday Finally Over?
For years, we’ve championed the anti-Black Friday movement. While others leaned into deep discounts and frantic flash sales, we stood firm, calling out the relentless consumerism and environmental harm it encourages. Black Friday, Green Friday, Blue Monday - whatever colour you paint it, the message is the same: buy more and do it now.
But this year, is something starting to feel different?
A Shift in the Frenzy
It seems like the hype is fading. Black Friday Frenzy is starting to feel like just another sales period. The doorbuster deals that used to dominate are noticeably quieter, particularly on the high street. Discounts are smaller—rarely above 25% unless it's on fragmented clearance stock. And the public? They’re starting to see through the façade.
Sure, brands still churn out promotions, but it feels less like an all-out shopping holiday and more like a social media event. You scroll past a sea of posts, not knowing whether to roll your eyes or feel pressured to participate.
And maybe, just maybe, are the efforts of brands like ours, those that have openly resisted the madness - finally having an impact?
The Social Media Spotlight
Black Friday’s transformation into a digital spectacle opens up an opportunity. Instead of seeing it as a time to “lose out” by refusing to discount, what if we used it to do good? If people are scrolling anyway, why not give them something more meaningful to engage with?
This year, we’re turning the tables. We’re asking you, our community, to take part in something that reinforces the values we stand for. Whether it’s sharing a story about slowing down, shopping thoughtfully, or supporting local and sustainable brands.
Together can we make this moment about more than sales?
Building Trust Over Time
As a brand, we’ve never relied on fleeting gimmicks to win your loyalty. Instead, we’ve focused on doing things the right way—crafting quality products, putting sustainability first, and speaking out against the tide of consumerism. And this Black Friday is no exception.
We know our stance won’t resonate with everyone, but for those of you who’ve stood by us, it’s one more reason to trust what we do. Every decision we make is about building something that lasts, just like the products you invest in from us.
What actions should brands be taking to reduce the damage of events like Black Friday?
So, Is Black Friday Over?
Not quite. But the cracks are starting to show. The discounts are weaker, the hype feels hollow, and people are catching on. While it’s still not great, the tide is shifting, and that gives us hope.
This year, let’s make it less about shopping and more about substance. Join us in rethinking what Black Friday should be.
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