Green Friday: The Sustainable Alternative to Black Friday
- Pledger
- Sep 23
- 5 min read
Black Friday Alternative for Ethical & Purpose-led eCommerce Brands
Green Friday is a sustainable alternative to Black Friday, encouraging eco-conscious shopping and supporting environmental causes. Unlike traditional consumerism-heavy sales, Green Friday focuses on reducing waste, promoting local and ethical brands, and giving back to the planet. Participating in Green Friday can help businesses stand out, appeal to environmentally conscious customers, and make a positive contribution to social and environmental impact.
TL;DR/Summary: Black Friday drives huge sales (~£7.1B in the UK 2024) but creates massive waste and environmental harm. Green Friday flips the script—supporting ethical brands, reducing waste, and funding causes like tree planting and conservation. Brands like AYM, REI, and Ritual show it wins customer loyalty while making a real impact.
Black Friday
In recent years the phenomenon that was American Black Friday has extended out to the rest of the world. While we are seeing fewer people waiting at 5 am for flat-screen TVs - Black Friday is still one of the most important times for retail brands.
During BFCM weekend, an average shopper in US spends $300 on the day. UK sales reached approximately £7.1 billion.
In recent years, the annual shopping frenzy known as Black Friday has gained notoriety for its excessive consumerism, long lines, and frenzied shopping sprees. However, as concerns about environmental sustainability continue to grow, a refreshing alternative has emerged: Green Friday. This eco-conscious movement encourages consumers and businesses alike to shift their focus from mindless consumption to meaningful action for the planet.
Black Friday's Impact on our Planet
Black Friday has long been associated with slashed prices and great sales, but beneath the surface, this retail holiday has an incredibly negative impact on the environment.
Here are some sobering statistics on Black Friday:
It is estimated that 80% of products purchased on Black Friday end up in Landfill
The production of clothes purchased on Black Friday consumes 1.5 Billion cubic metres of water which is enough to meet the years requirements for 100 million people
Black Friday Shopping generates over 1 million tons of plastic packaging waste.
What is Green Friday?
In response to the negative impact associated with Black Friday - the concept of Green Friday has gained momentum. This is the preferred alternative for conscious consumers looking to support ethical brands that align with their values.
As part of a Green Friday Campaign, many brands will support an environmental initiative that negates the impact on the environment. This can take the form of anything from planting trees to supporting a rainforest conservation charity. By supporting brands participating in Green Friday, customers can know that their purchasing will be supporting a more sustainable form of shopping.
Looking for more planet-friendly ideas for Black Friday? Check out these articles
Brands Paving the Way for Green Friday
Many brands have already made the shift towards Green Friday. Here are a few examples.
Passanger
In 2024, instead of running discounts the iconic outdoor wear brand Passanger planted trees and protected the rainforst instead.
AYM Studio
In 2022 AYM Studio ran a Green Friday campaign with the help of Virtue. As part of their 10 for 10 campaign, they gave a 10% discount to their customers shopping for the weekend and donated 10% of all sales towards the World Land Trust's Save an acre programs
The campaign was a great success and AYM and their customers were able to conserve well over 100 acres of animal habitat.
REI
REI is an outdoor retailer that tried a different approach to Green Friday. They launched their #OptOutside campaign to encourage both their employees and customers to spend time outdoors rather than in their stores.
The goal of this campaign was not only to promote a healthier lifestyle but also to highlight the importance of nature.
dryrobe
Another awesome example of #optoutside - dryrobe has not participated in traditional BFCM in years, instead opting in for a much more on-brand alternative.
Check out some other causes to donate to
Ritual Cosmetics
In 2024 Ritual Cosmetics took part in Green Friday as well. As part of their campaign, they offered 20% refills. Not only were they promoting their more sustainable refillable option, but they also were planting trees as a part of the campaign.
Check out more examples of how Shopify and eCommerce brands are made a difference with Black Friday Alternatives.
Conscious Consumers
One of the most important aspects of Green Friday is the genuine appreciation it receives from customers. More and more customers are conscious of the environment, opting to support brands that put sustainability at the forefront of their brand values.
The connection customers have with sustainability is a great opportunity for brands. Not only are conscious consumers happy to spend more money on sustainable or green products - they are also more likely to become loyal customers of the brand.
How to guide to taking part in Green Friday
There are many great causes that you can support on Green Friday. On Virtue, you can directly contribute to great environment causes through our verified Virtue Impact Partners:
Plant Trees or Offset Carbon with every order
Protect animals by supporting a great charity like Borneo Orangutan Survival or the World Land Trust
Share your message!
Green Friday is an incredible opportunity to take a stand and make a difference. If you have an online store built on Shopify, WooCommerce, or Magento check out Virtue's e-commerce integrations and start giving back today.
FAQs
What is Green Friday?
Green Friday is an eco-friendly alternative to Black Friday that encourages sustainable shopping, supports ethical brands, and reduces consumer waste.
How does Green Friday differ from Black Friday?
Unlike Black Friday, which focuses on mass discounts and high-volume sales, Green Friday emphasizes ethical consumption, sustainability, and giving back to communities or environmental causes.
Why should businesses participate in Green Friday?
Participating in Green Friday can help businesses appeal to eco-conscious consumers, build brand trust, and showcase social responsibility while still driving sales.
How can I make my shopping more sustainable on Green Friday?
Choose ethical brands, buy products with minimal packaging, consider second-hand or upcycled items, and support businesses that donate a portion of profits to environmental causes.
Can Green Friday campaigns benefit local communities?
Yes. By supporting local and small businesses or donating proceeds to environmental initiatives, Green Friday can generate positive social and environmental impact in your community.
Check out some other causes to donate to
