Can't stand Black Friday? Then this is for you...

black friday tips Oct 26, 2022

Is it that time of the year already? 😱

Black Friday is less than a month away and, for many businesses, it is a date that is usually carved into the marketing calendar a year in advance. Brands often use it as a way to offload excess stock and seek out cash-strapped consumers who are hungry for deals.

But sentiments are changing and the trend towards promoting conscious consumerism is on the rise.

🌱 Choosing to do Black Friday more ethically is a great way to build your brand’s reputation and prove that you can Stand Out Without Selling Out.

So, as a small business that is needing to grow sales at this time of year, what alternatives exist if you don’t believe in the mass consumerism of Black Friday?

👉 Let’s take a step back from the consumerist nature of Black Friday and dive into 5 sustainable, purpose-driven alternatives:

1. Showcase Your Values

If you don’t agree with what Black Friday stands for, then create a campaign to educate your audience about the dangers of fast consumerism.

Remember in my previous email when I spoke about the demand for Vegan/Vegetarian and Eco-Friendly options increasing? People are beginning to place more attention on the environment. They want to work with real people who are backed by genuine morals.

Use this time as an opportunity to showcase your values! 💌

For instance – Ocean Bottle, a reusable bottle brand, highlighted other purpose-led businesses that their customers could support, all of which were giving back to the community in some way or another.

Another brand that offers fitness gear, EYO Active, raised their prices by 300 percent. They wanted to bring awareness to the fact that 80% of all goods bought during Black Friday end up in a landfill. The campaign was well-received by their customers – they didn’t sell a thing, and they were proud of it!

2. Donate to a Good Cause

Instead of promoting a sale or discounting, rather help your audience do good by donating a % of your profits to a charity you want to support – help them feel good about supporting your business.

A sustainable clothing brand worth taking note of in this space is Kotn. They donated all of their sales (up to the value of $250,000) to building primary schools in rural Egypt.

Wanting to build a donation campaign for Black Friday? The term ‘You Shop, We Support’ can be used in your copy to drive awareness of this decision, as well as the hashtags #givingtuesday or #dogoodfriday.

3. Be a Rebel – Skip Black Friday Altogether 😎

Some brands have decided to simply boycott Black Friday altogether. There is a little rebel in all of us, and this could be a great way to show your values by opting out and supporting another cause instead OR by closing your store for the day and encouraging your audience to #optoutside and support #buynothingday 🌳🌤️🚵‍♀️

Grove Collaborative, a home goods company, skipped Black Friday altogether for Giving Tuesday, allowing customers to gift a donation to a chosen cause – some of which included protecting the African wilderness, preserving the rainforest, or offsetting omissions from 500 miles of travel.

4. Replace Black Friday with Green Friday

Many notable companies, such as IKEA, AllBirds, and The Ordinary, are launching campaigns around #greenfriday that promote their sustainable business practices.

For example, The Ordinary, a Skincare brand, is sort of boycotting Black Friday this year with a global ‘Slowvember’ campaign. The idea is that you shouldn’t panic in your quest to find the most delectable deals and buy something you don’t need. Rather, they invite you to shop all of their products in peace for the whole of November, where you’ll get 23% off.

Invite your audience to shop from small, sustainable brands that are making a difference in the world, rather than from mass corporations. Ombar Chocolate chose to do Green Friday by highlighting other small businesses AND then donating all their profits from the day to a nature-focused nonprofit organization.

5. Connect with your Followers

Showcasing your values on social media is a powerful tool for attracting ideal customers who align with those values and deeply connect with your brand.

By sharing that you don’t support Black Friday with your followers, those who feel the same way will feel like your brand ‘gets them’ and they’ll likely feel a deeper sense of connection with your brand. How could you showcase your values? For example, share how your team are spending Black Friday doing other things, such as going for a hike in nature, picking up litter on a beach or reading a book.

Another great alternative is to ask your audience to tag a small business that they support or ask them to support the ‘Just a Card’ campaign. This campaign focuses on the idea that if every shopper bought #justacard from their favourite small business, the business would have a far brighter future. Encourage your followers to buy sustainable gifts from designers and makers on #shopsmallsaturday.

Whether you choose to participate in Black Friday or not, it’s important to consider that consumers are becoming more and more discerning when it comes to Black Friday and what it represents. Consider the message you send out as this is a powerful time to create brand awareness and communicate your values.