Rethinking Black Friday: 5 Ways to Grow Impact, Not Consumption
My inbox is already flooded with “exclusive” Black Friday offers.
My letterbox is stuffed with glossy flyers promising limited-time deals.I’m sure yours are too?
And whilst the discounted Halloween costumes fight for space with the Christmas decorations, I can’t help but feel like the season has lost all meaning.
Every year, it makes me want to hide away until the sales frenzy is over.
Because while Black Friday began as a celebration of savings, it’s now a global symbol of overconsumption.
The term actually dates back to 1950s Philadelphia, when police officers coined “Black Friday” to describe the chaos of post-Thanksgiving crowds and traffic jams. By the 1980s, retailers reframed it positively - the day their accounts finally went “into the black” (profit) after a year of being “in the red.”
What started as a single day of excitement has turned into weeks of relentless promotion, where urgency often replaces intention.
But in 2011, something shifted. Green America launched Green Tuesday to encourage more conscious consumption, urging people to choose sustainable and ethical products instead of chasing deals.
And Patagonia took out its now famous full-page ad in The New York Times that read “Don’t Buy This Jacket.” 
(Yes, I know, the Patagonia ad ironically led to more sales, but that was not the intent! The brand now closes its stores, gives employees the day off, and invites customers to repair instead of replace).
Two acts but both born from the same idea: that business can lead by slowing down.
Today, many purpose-driven brands around the world are following that lead. They’re using Black Friday not to push products, but to live their values.
So if you’re ready to challenge this month of mass consumption, here are five ways brands are doing Black Friday differently that can inspire you.
- Offer Free Repairs Instead of Discounts
Veja, the French footwear brand known for transparency, fair trade, and environmental innovation, turns Black Friday into a celebration of longevity.
Instead of cutting prices, they open repair stations where customers can bring their worn sneakers to be cleaned, patched, and restored for free.
Their message is simple: the most sustainable shoe is the one you already own.
Veja’s initiative reminds us that true value isn’t created by selling more, but by helping people make things last.
- Slow Down the Sale Frenzy
When everyone else speeds up, some brands decide to slow down.
REI, the US outdoor retailer, closes all its stores on Black Friday and gives 15,000 employees a paid day off. Instead of shopping, they invite people to go outside through their #OptOutside movement - a tradition inspired by Patagonia’s original stand.
And ASKET, the Swedish minimalist fashion brand that offers a strictly limited range of timeless essentials, takes a quieter yet equally powerful approach. They pause all sales and promotions, using the week to talk about the environmental impact of overproduction.
ASKET reminds us that the best deal isn’t a lower price - it’s a piece that never goes out of style.
- Give Back Instead of Taking More
Black Friday doesn’t have to be about increased consumption. It can be about bigger impact.
Lucy & Yak, the UK ethical fashion label known for its colourful dungarees and commitment to fair wages, turns Black Friday into a day for giving. Each year they create limited-edition collections, with 100% of the profits going to The Fior Di Loto Foundation, which supports education for girls in India.
Tropic Skincare, a certified B Corp, transforms the day into Give Back Friday, dedicating proceeds to fund education and environmental programmes through their United World Schools partnership. For every order, they contribute towards schooling for children who might otherwise have no access to education.
And Nutriment, a British pet-food brand, swaps discounts for donations - providing meals to animal rescue shelters for every purchase made.
These brands prove that generosity can be much more powerful than consumerism.
- Trade In or Buy Back
Turning Black Friday into a circular opportunity, not a landfill.
Teemill, a UK-based circular fashion platform, runs Take Back Friday, inviting customers to return worn-out garments so they can be remade into brand-new products. Every item they produce is designed with recycling in mind - made from organic cotton, printed in renewable-energy-powered factories, and shipped in plastic-free packaging. Their model turns waste into opportunity and fashion into a system that regenerates rather than depletes.
Freitag, the Swiss bag brand famous for crafting accessories from recycled truck tarps, closes its checkouts completely on Black Friday. Instead, they launch Don’t Shop, Just S.W.A.P., a digital and in-store exchange where customers meet and trade their unique one-of-a-kind bags with each other.
Both brands prove that the future of retail doesn’t have to mean more stuff.
- Shift the Story From Black Friday to Give-Back Tuesday
Some brands don’t boycott the day; they rewrite it.
Ecoalf, the Spanish sustainable fashion brand, uses the week to raise awareness about overconsumption and fast fashion’s environmental cost. Their message “Because There Is No Planet B” reframes the week as a moment for reflection and responsibility.
Allbirds, the certified B Corp footwear company, flips the script by raising their prices by $1 every Black Friday and donating the difference to environmental causes. It’s a small gesture that makes a powerful point: growth doesn’t have to come at the planet’s expense.
It’s time to rethink not just how we sell, but what we stand for.
A New Kind of Growth
Doing Black Friday differently isn’t anti-business. It’s pro-balance.
It’s about building loyalty through values, not volume.
Because in a world that’s shouting “buy more,” the brands whispering “buy better” are the ones shaping the future.
So as the sales flood in this year, maybe it’s time to pause and ask:
What kind of impact do you want your brand to make?
It’s time to rethink your impact.
If this Black Friday has you questioning what growth really means, maybe it’s time to amplify what matters.
Amplify Your Impact is a personalised offer designed to align your team, strategy, and storytelling around a shared purpose - to reignite sustainable impact and growth.
Because when your purpose is clear, it rallies a community and your brand becomes unforgettable.
