How to Shop Sustainably on Black Friday 2024

Black Friday and Cyber Monday are just around the corner, signalling the start of the festive shopping season. But as these major sales events grow in popularity, so does their environmental impact. Brits alone are projected to spend over £4 billion this Black Friday, contributing to a cycle of hyper-consumption and waste. In 2024, as sustainability becomes a core value for many consumers, it’s crucial to approach Black Friday with both intention and mindfulness.

Here’s how to embrace a more sustainable approach this year:

1. Pause Before You Purchase

The first and most effective way to reduce your environmental footprint is simple: buy less. We need to reduce consumption and make sure we are reusing the things we already have. In 2024, consumer awareness of fast fashion’s environmental toll has reached an all-time high, with the industry responsible for 8-10% of global emissions and producing 92 million tonnes of textile waste annually.

This year, why not embrace Buy Nothing Day, an alternative to Black Friday a global movement where you can take a 24-hour break from shopping to consider the environmental impact of our consumption habits. Instead of chasing discounts, spend the day reconnecting with what truly matters; repairing items you already own, engaging with your community, or simply taking a step back from the frenzy of shopping. This movement serves as a powerful reminder that consuming less is beneficial for the planet.

Moreover, instead of succumbing to deals, consider shopping your own wardrobe or exploring the growing trend of “shopping swaps” – community events where people exchange items they no longer need. Ask yourself:

• Do I truly need this?
• Will it add value to my life beyond today?

Prevention is the highest form of sustainability.

2. Remember it’s Not All it’s Cracked Up to Be

Black Friday deals are often not as great as they seem. A study by Which? found that over 200 products advertised as discounted last Black Friday were available at the same price—or cheaper—at other times of the year.

In addition to this, Greenpeace did a survey of our shopping behaviours and found that although many people enjoy the experience of shopping, this feeling doesn’t last:

“People already own too much, and they know it. Around 50% report that shopping excitement wears off within a day.”

In the same report, Greenpeace highlights that “regularly buying too many clothes, shoes, bags and accessories has become an international phenomenon” and that we must curb our consumerism to preserve our planet.

3. Avoid “Greenwashing” Sales Pitches

In 2024, “green” marketing is everywhere, but not all claims are legitimate. Many brands label products as sustainable without full transparency. Terms like “eco-friendly” or “green” often lack certification or meaningful backing.

When shopping, look for certifications like Fairtrade, GOTS (Global Organic Textile Standard), or B Corp status, which ensure real commitment to ethical and sustainable practices. You can also explore tools like Good On You, which rates brands based on their environmental and social impact.

4. Go Local and Second-hand

A key trend in 2024 is the resurgence of local shopping. Supporting small, independent businesses helps reduce the carbon footprint associated with transportation and packaging. Many local artisans and vintage stores participate in Black Friday with discounts.

Additionally, the second-hand market continues to boom, with platforms like Vinted, Depop, and eBay leading the way. Buying preloved items not only saves money but also keeps products out of landfills, helping to reduce waste.

5. Rethink Deliveries

With over 80% of Black Friday shopping done online, 2024 sees delivery-related emissions hitting new highs. Fast shipping options may seem convenient but come at an environmental cost. The delivery process, packaging waste, and returns logistics contribute significantly to carbon emissions.

To mitigate this:

• Choose eco-friendly shipping options when available.
• Opt for consolidated deliveries to minimize transport emissions.
• Support brands using recyclable or reusable packaging.

6. Spend on Experiences, Not Things

One of the most exciting shifts in consumer behaviour this year is the preference for experiences over material goods. Research shows that spending on experiences—such as travel, classes, or events—provides more long-term happiness and has a smaller environmental footprint.

Instead of splurging on another gadget, consider gifting yourself or loved ones a memorable experience, like a cooking workshop, concert tickets, or an annual museum membership.

7. Support Circular Brands

Brands committed to circular fashion and the reuse economy are shaping 2024’s shopping landscape. For example:

• Patagonia continues its “Worn Wear” program, allowing customers to buy and trade pre-loved items.
• For Days offers fully recyclable clothing, encouraging customers to return used items for store credit through their Take Back Bag program, aiming to keep textiles out of landfills.
• MUD Jeans provides a leasing model for denim, allowing you to wear high-quality jeans without the guilt. They offer a Lease A Jeans program, promoting a circular economy by recycling old jeans into new ones.

By choosing circular brands, you’re contributing to a system designed to minimize waste and maximize resource efficiency.

8. Push for “Green Friday”

In 2024, the concept of Green Friday is gaining traction. This movement encourages consumers to focus on sustainability rather than excess consumption. Many companies now use Black Friday to give back by donating profits to environmental organizations or running buy-one-give-one initiatives.

For instance:

• Etsy offsets carbon emissions for every purchase.
• Allbirds known for its commitment to sustainability, often uses Black Friday to emphasise mindful shopping and eco-conscious consumerism. In past years, this included keeping prices unchanged or donating proceeds to environmental causes, though recent trends suggest some selective discounts.
• TenTree plants 10 trees for every purchase, actively combatting deforestation and promoting reforestation efforts.

9. Embrace Tech to Shop Smarter

As AI and tech evolve, new tools help consumers shop sustainably. In 2024, apps like DoneGood and Ethical Consumer offer real-time ethical ratings while you shop. These platforms highlight brands committed to sustainable practices and can guide you toward eco-friendly alternatives.

Additionally, consider using apps that promote circularity. For example, Loop partners with brands to deliver products in reusable packaging, minimising waste.

Towards a Sustainable Black Friday

Black Friday doesn’t have to be synonymous with waste. By making thoughtful purchasing decisions, supporting sustainable brands, and managing waste responsibly, you can enjoy the sales season while minimising your environmental impact.

At Bywaters, we offer a range of recycling services to help you dispose of waste sustainably:

• Dry Mixed Recycling: Our service allows for the collection of various recyclable materials, including paper, cardboard, and plastics, ensuring they are processed efficiently.
• Cardboard Recycling: Our dedicated cardboard recycling service ensures that packaging waste, including boxes from online deliveries, is collected and processed efficiently, giving it a new lease on life.
• Food Waste Recycling: Our food waste recycling services divert organic waste from landfills, converting it into renewable energy through anaerobic digestion.

This year, let’s redefine what Black Friday means. Instead of indulging in hyper-consumption, let’s use it as an opportunity to advocate for greener practices and shift towards a more sustainable future.