Black Friday: Deals and Dilemmas
Black Friday is now a firm fixture in the UK retail calendar, signalling the start of Christmas shopping. Yet, for a growing number of consumers, brands, and environmental advocates, it has become a symbol of rampant overconsumption. At Our Fashion Fix, we look beyond the immediate 'deal' to understand its true impact on our planet and the fashion industry.
The core sustainability issue with Black Friday is its inherent drive for increased consumption, leading to:
Increased Production: Ramping up manufacturing demands more raw materials, higher energy consumption (often fossil-fuel reliant), and increased waste across the supply chain.
Waste Generation: The sheer volume of purchases, coupled with a surge in returns, contributes significantly to landfill waste, including textiles generating methane emissions and vast amounts of packaging.
Carbon Footprint of Logistics: The explosion of online orders means extensive transportation via international shipping and last-mile deliveries, escalating fuel consumption and carbon emissions.
"Discount Culture" & Devalued Goods: Constant discounting can foster a "disposable fashion" mindset, encouraging short product lifespans and accelerating the fast fashion cycle, rather than valuing quality and longevity.
Retailers are grappling with Black Friday's long-term effects on profitability and sales cycles:
Front-loading Sales: Many believe Black Friday cannibalises sales that would otherwise occur throughout autumn, as customers hold out for discounts, creating a 'boom and bust' cycle.
Erosion of Profit Margins: Deep discounts often force retailers to sell at near-cost, severely impacting already slim margins, especially for smaller, independent brands.
Operational Strain: The intense demand overwhelms supply chains and logistics, leading to increased costs and potential service failures.
Brand Image Impact: For brands built on quality or ethical pricing, aggressive discounting can dilute their perceived value.
Consumer perception of value is evolving:
Deal Fatigue: After years of escalating promotions, some consumers are sceptical, questioning if discounts are genuine or inflated "original" prices.
Conscious Consumerism: A growing segment prioritises sustainability and ethical production, finding cheap deals less appealing if they come at a high environmental or social cost.
The Thrill of the Chase: Despite growing awareness, the adrenaline rush of securing a perceived bargain, often driven by FOMO, remains a powerful motivator for many.
The Rise of "Slowvember": A Mindful Counter-Movement
As a direct challenge to Black Friday's relentless push for rapid consumption, "Slowvember" encourages a month of mindful purchasing. It champions longevity, ethics, and genuine need over fleeting discounts, celebrating craftsmanship and supporting sustainable businesses.
"Slowvember" is embraced by ethical brands, independent retailers, and conscious consumers. Instead of sales, participants focus on:
Educating customers on product care and ethical production.
Promoting repair services and durable items.
Highlighting artisan partnerships and unique, slow-made collections.
Supporting local economies. Its core principles revolve around mindful consumption, quality over quantity, supporting ethical brands, and embracing repair and reuse.
A clear movement towards boycotting or offering sustainable alternatives is gaining pace:
Lucy & Yak: Often opts out, donating a percentage of sales to charity or promoting repair services and their second-hand marketplace, encouraging conscious consumption.
Finisterre: Focuses on longevity, repair, and mindful consumption, sharing content on garment care and B-Corp values.
People Tree: Refrains from steep discounts, highlighting ethical production, organic materials, and fair wages, sometimes offering smaller, considered promotions.
Patagonia: Globally advocates "Don't Buy This Jacket" on Black Friday, promoting repair, reuse, and buying only what's needed, often using the period for environmental advocacy.
Local & Independent Boutiques: Many opt out, and focus on building customer relationships and differentiating on unique offerings and year-round fair pricing instead.
Common Alternatives for Opting-Out Brands:
Green/Ethical Friday: Donating a portion of sales to environmental causes or planting trees for every purchase.
"Buy Less, Choose Well": Educating consumers on quality, durability, and responsible purchasing.
Repair Services / Take-Back Programmes: Extending garment lifecycles.
Second-Hand & Rental: Promoting sustainable consumption alternatives.
Community & Education: Engaging audiences through workshops or storytelling about ethical supply chains.
Black Friday remains a colossal event, yet its dominance is increasingly challenged by rising environmental awareness and demands for corporate responsibility. For Our Fashion Fix, the key is clear: while the allure of a deal is strong, truly sustainable solutions lie in considered consumption, transparent production, and supporting brands that align with a healthier future for our wardrobes and our planet. The conversation around Black Friday is no longer just about prices, but about principles and costs.