4 brands that said 'no' to Black Friday – and how you can too
Every year, Black Friday rolls around with the same chaotic energy – queues for miles, websites crashing, and a frenzy of one-day-only deals. But lately, an increasing number of businesses are turning away from the Black Friday hype, instead valuing sustainability, mindful consumption, and a focus on brand values over a single day of discounts.
So if you’re dreading 29th November, you’re in luck. We’ve rounded up 4 creative Black Friday alternatives that successfully made a statement while championing sustainable values and ethical business practices.
Why are brands saying no?
More and more brands are opting out of Black Friday for reasons that go beyond simply avoiding the rush of shoppers. For one, sustainability has become a major consideration for businesses and consumers alike – with 75% of business leaders reporting that they’ve increased investments into sustainable initiatives in 2024.
This all comes amidst changing consumer attitudes towards the ethicality of shopping. An overwhelming majority of shoppers prefer to buy products with sustainable packaging or eco-friendly claims, and many are prepared to boycott large polluters. By taking a step back from Black Friday, brands are aligning with customer values, choosing to promote mindful consumption, and reducing the pressure on shoppers to buy things they don’t really need.
But while you may be wary of missing out on those short-term sales, opting out of Black Friday could actually be a powerful branding opportunity. By communicating a clear stance, businesses can connect with customers who prioritise sustainability, demonstrating that you’re about more than just making a quick sale.
Patagonia’s "Don't Buy This Jacket" campaign
Patagonia has long been a leader in sustainable business practices, and their 2011 “Don’t Buy This Jacket” campaign is a classic example. Instead of encouraging customers to buy more, Patagonia launched a campaign asking them to buy only what they truly need. This bold move resonated with environmentally conscious consumers and strengthened their brand identity as an eco-friendly, mindful company.
Why we like it: This approach is a reminder that sometimes, doing the unexpected can have a powerful impact – even a decade later. A campaign that encourages mindful shopping can create loyalty among customers who appreciate the focus on sustainability.
IKEA’s Buyback Fridays
IKEA’s “Buyback Fridays” initiative is another great alternative to traditional Black Friday sales. The company invites customers to bring back their old IKEA furniture in exchange for a voucher, which can then be used toward future purchases. This programme reduces waste and encourages circular consumption, allowing customers to buy secondhand products at a discount.
Why we like it: Buyback schemes can be a compelling way to promote sustainability while engaging customers in a meaningful way. They promote circular consumption, a trend that continues to grow as environmental consciousness increases.
Deciem and Slowvember
Deciem, the beauty company behind The Ordinary, opted out of Black Friday by launching “Slowvember” last year. Instead of offering discounts on one day, they spread sales throughout the entire month, encouraging thoughtful and deliberate purchases. Deciem’s message was clear – they value customer well being over high-pressure sales tactics.
Why we like it: A month-long, thoughtful sale period can be an excellent alternative to Black Friday. You can use this approach to foster a more relaxed shopping experience, increasing customer satisfaction and loyalty while encouraging mindful spending.
REI encourages customers to #OptOutside
Across the pond, outdoor retailer REI takes a different approach by closing its stores on Black Friday. Instead, they started #OptOutside in 2015, encouraging both employees and customers to spend the day outdoors rather than shopping. The campaign has become a movement, with millions of people posting photos of themselves enjoying nature on Black Friday.
Why we like it: A social movement tied to a memorable hashtag can spark positive associations with your brand. Your business could adopt a similar approach, using social media to encourage a break from the shopping frenzy and promote meaningful experiences that tie in with your brand instead.
Skip the chaos this season, with Fasthosts
Opting out of Black Friday doesn’t mean opting out of online marketing – in fact, if these examples have proved anything, it’s that saying “no” to short-term discounts could spell long-term success, and a stronger, more positive reputation. Ready to explore alternatives to Black Friday? Head over to our Online Marketing Suite and start crafting a strategy that aligns with your values.