Whether it’s the news cycle of simply the time of year, people seem exhausted and anxious.

What better remedy then, than a spot of retail therapy? A timely diversion to distract us from our worldly woes?  

Naturally, brands see this coming. What was once a post-Thanksgiving 24-hour spree in the States is now its own season. 

Black Friday and Cyber Monday have become crucial pivot-points in the retail calendar. No sooner had Halloween ended when our inboxes were invaded with an onslaught of ‘biggest ever’ #BlackFriday exclusivity as brands jostle for market domination. 

But the whole ‘holiday’ leaves me feeling conflicted.

On the one hand, I can’t afford many of these products at full price. Black Friday serves my purse strings well.

On the other, I’m an environmentally conscious millennial that despairs at rampant consumerism and the impact flash sales are having on the planet.

But, ironically, it’s wasteful to lay blame at the feet of those making the most of the sales (they are going to happen regardless of whether you buy anything). Instead, big companies need to change how they conduct them.

I’m left disappointed that brand leaders aren’t finding a new approach to revolutionise Black Friday and use it as a time to guide the eco-conscious consumer, rather than fooling them into buying everything they don’t need.

Brands can manipulate us to believe that we’ll upset friends or family if we don’t splash out on a gift that we otherwise couldn’t afford. After all, nothing says ‘I love you’ better than a 3D Echo Fire Stick Doorbell, right?

But how can we resist, when we’re tripped into a month-long FOMO if we don’t relent? Endless, insistent warnings to, ‘Hurry! Don’t miss out! Just one hour left of 40% off!’ 

Only, are the discounts even real? Which’s latest research has found that 99.5% of Black Friday deals are cheaper or the same price at other times of the year. And yet we fall for it.

Scores of articles have revealed how damaging impulsive shopping is for the planet. In 2018, the fashion industry accounted for around 4% of the global total of greenhouse gas emissions – on par with the entire economies of the UK, France and Germany combined.

Experts also predicted last year that online shopping and deliveries during Black Friday could be responsible for nearly 430,000 tonnes of carbon dioxide; the same emissions as 435 return flights from London to New York.

One year on, a G7 Summit, IPCC Report and COP26 later – why are we carrying on as though nothing has changed? As though ensuring our planet’s resilience is as fleeting as fashion itself? 

But here’s the dilemma: I need Black Friday. Or at least, I’m being told that I do. I’m lucky enough to have just bought my first house. I’m feeling the money pit. As a first time buyer looking to source quality on a tight budget, (apparent) price drops are tempting… almost a relief.

My internet tabs are a juxtaposed joke. Bargain tumble dryers brush against food waste recipes and open chats on Facebook Marketplace haggling for a second-hand freezer. I want to furnish my home and help the planet at the same time – to feel empowered, not guilty – but the market is impossible to navigate. How do we do it? 

Many small brands have publicly renounced Black Friday for environmental reasons, but they’re not the ones that need to change. COP26 highlighted the need for disruptive, immediate action.

How much more of a reason do brands need to lead a new era of consumption, than a climate emergency?

If nearly all discounts are false, then do we need sales at all?

So, what would disrupt? Instead of a surge of sales, I want a surge of information. Large companies tell us of renewed environmental commitment, but it’s hard to know what their true motives are, and what they’re asking. 

Should I panic about the destruction of our planet, or that I’m about to miss out on Deal of the Day? This year, 84% of Black Friday shoppers are predicted to make an online purchase.

Electric delivery vehicles and recyclable packaging are not alibis for overspending. And sadly, we can’t just mask it all with a bit of carbon offsetting at the checkout.

I’m not fussed about another tech giant glorifying commercial forestry investment to appease confused shoppers. 

I’d prefer to receive well-evidenced, effective guidance for how we can make sustainable purchasing decisions – from brands that fundamentally believe in adapting for nature. (Not just ones that want a ride on the green wagon). 

Our planet delivered an ‘all systems change’ announcement years ago. The clamour of Black Friday isn’t helping us respond to this crisis, but I think it has potential. 

Perhaps in support of the existing campaign, ‘Make Friday Green Again’ – a growing movement promoting upcycling and repairing products – I’d like to see Black Friday as an intense period where all brands educate the captive consumer – teaching us how to shop in this time of climate change.

If nearly all discounts are false, then do we need sales at all? Could each product come with a label informing shoppers of its carbon emissions?

Perhaps brands could guide shoppers on how to mend their products if they fail, promoting longevity of use instead of buying it again?

People are more aware of the planet than ever. But the stubborn stain of flash sales tells me that the changing will of consumers continues to be unsupported by the companies that have the power to change it all. 

The world won’t implode if Black Friday ends. But it probably will if we remain its enablers.

I worry that we’re still seeing climate change as the ‘unexpected item in the bagging area’. If only brands hurried to create a new legacy with the same speed that they tell us to fill our baskets.

Do you have a story you’d like to share? Get in touch by emailing [email protected]. 

Share your views in the comments below.

Black Friday 2021 deals

Black Friday 2021 is finally here, and Brits are busy securing some sweet savings on their Christmas presents.

The mad dash to grab unmissable bargains has commenced, with stores around the world slashing their prices.

Here are some of the highlights from Black Friday 2021 so far:

• Currys cut prices on Samsung and LG TVs
• The absolute best Black Friday 2021 UK video game deals
• Top Amazon Black Friday 2021 deals
• Best sex toy deals to snap up this Black Friday weekend
• Pretty Little Thing is offering ‘up to 100% off’

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