There is one day brands and retailers set their sights on – Black Friday. This is the Friday after Thanksgiving in the United States, on which ‘irresistible’ sales are held in the run-up to Christmas. This tradition may be American, but it has been exported across the globe over the past decade, leading to a massive increase in online sales, ramped-up transport of merchandise, and a boom in air pollution.
Black Friday has a reputation as the most polluting day of the year because of the sheer volume of shoppers in stores and online purchasing cheap items they usually don’t need. Although it can be challenging to ignore advertisements, there are ways for consumers to make more moral decisions that will lessen their influence on the environment.
Why Black Friday is unsustainable
Black Friday is an excuse for chaotic consumerism that goes way beyond just the day itself. Sales are up and running a fortnight before and on occasions extend over the weekend to what is known as Cyber Monday, another day of tempting online offers.
According to a study by Adobe Digital Insights, during last year’s Black Friday, US consumers spent around $9 billion online (£7.5bn), 21.6% more than in 2019. The study points out that Black Friday and Cyber Monday in 2020 were the days that generated the most online commerce in US history – and they’re looking to build on those figures this year.
However, the problem with internet shopping is the transportation of merchandise from company to customer, particularly when many miles may be doubled if the consumer is not happy with the product, and decides to send it back.
Indeed, the data shows that electronic commerce increases the number of returns, impacting heavily on the environment, and traffic congestion in areas where deliveries are high. In the US, this effect was measured: 15 million tonnes of CO2 pumped into the atmosphere due to returns alone, which adds up to the equivalent of emissions from three million cars over a year.
This doesn’t just mean we’re pumping more greenhouse gases into the air, but the extra waste we generate from Black Friday is significant, too. Cardboard boxes, bags, packaging, etc. Put simply, there’s more waste because we’re also buying the packaging.
It is not surprising that Black Friday’s carbon footprint has increased as a result of increased global consumer spending, which leads to more goods being produced and sent globally. According to some reports, deliveries will produce 429,000 metric tonnes of emissions, which is equal to 435 roundtrip flights between London and New York (or, apparently, the same weight as 61,308 elephants).
And then bear in mind that the most sought-after products are technological devices and clothing. The fashion sector is the second most polluting in the world, and even with brands marketing ‘sustainable’ products, it’s often the case that these claims do not stand up to scrutiny. The manufacture and operation of a little 80-gram mobile phone requires 44.4 kg of natural resources. This is the so-called “ecological rucksack”, made up mainly of the extraction of raw materials and the compounds used in production.
In the face of the rampant consumerism that Black Friday brings, several alternatives have emerged to try to halt the compulsive buying caused by such offers and sales.
Green Friday
Over the past few years, a movement has emerged at the end of November to try to invert the notion of Black Friday by proposing responsible and sustainable consumption. Green Friday focuses on recycling, small local stores, artisanal products and second-hand shops. In other words, the day is used to promote the practice of the circular economy and instil awareness about what we consume and what we throw away.
It also promotes responsible shopping, for the day at least. If you need a product, plan to buy it from green brands which impact positively on the planet, always and whenever they offer products that care for the environment and respect people.
Other methods of promoting sustainability include: shopping from local businesses and supporting your communities at home. Select clothing from a business that benefits the environment and its people by researching online. Check delivery options and look for brands that are committed to carbon offsetting. Buying second-hand is arguably the most sustainable way to shop as it decreases the need for new labour and materials, as well as reduces a lot of waste.
Buy Nothing
One of the most striking counter-proposals to Black Friday is Buy Nothing Day, held on the same day and encouraging shops and brands to take a stance against Black Friday. What do they do? Instead of joining in the wave of sales, they close their online or physical businesses as a gesture of opposition to the massive spree underway.
One of these, the conscientious clothing company Asket, does not sell on Black Friday, instead using its social media channels to educate followers on the environmental problems caused by the fashion industry.
So, as you can see, there is a different and sustainable way of doing things. We must, however, use the moment to reflect on the way we consume and stay true to the clear idea that the planet does not come cheap. Why not involve yourself in a different way this Black Friday?
