Should We Take Part In Black Friday Sales?

 

After choosing to only make sustainable fashion choices since 2017, I always wonder if it hypocritical to buy anything on Black Friday? As the sales are fast approaching and my inbox is filling up, all the sales just feel very overwhelming. Black Friday is consumer culture at its most excessive and even after four years the constant propaganda still tempts me. I suppose this is a testament to the power of marketing and advertising that even after years of being on a path towards becoming a female Ted Kaczynski, when I see a SALE sign I still can't resist a little look. 

Many ethical and sustainable brands have also in the last few years decided to take part in Black Friday - gone are the days of Patagonias Don't Buy This Jacket Campaign of 2011. 

So should we, or I take part? I have been thinking about this question while working my day job building advertising campaigns to tempt other people to part with their hard earned money on products they don't need or, in most cases, even want.

Is it even possible to shop ethically on BF or is it just buying into consumer culture and wasting money? 

After consideration, I do think it is possible to have a more ethical Black Friday although I will be trying to avoid the event as much as possible. I also concluded that, the best ways to navigate the sales and Christmas in general is to only buy what you need and will use. I have one item I am considering buying and I know it is something I need and will wear for the rest of my life. I think making a shopping list in advance is the best way to avoid wasting your money and making purchases you love and will use. 

Aside from only buying what you need, I also feel that it's important to consider where you are buying from. Black Friday, although I hate to say it, can be a great opportunity to support sustainable businesses or try out a sustainable product you have had your eye on but can't afford. Many small businesses and sustainable companies rely on holiday periods to keep open, so if it is something you need then it can be good opportunity to buy from a sustainable brand.

 Black Friday can be a good opportunity to buy local and support your high street and local business owners. Winston Churchill once said 'England is a nation of shopkeepers' and I would like to keep it that way. The small town where I live has an amazing high-street and cafe culture with beautiful boutiques and delicatessens. It is this way because the people of the town spend their money shopping in the town instead of going to another town or buying online. There are so many dreary high streets around the UK with boring chains filled with cheap products made by people thousands of miles away - why not buy something special or something made by a local artisan? This keeps money in the local economy and creates more jobs for local people and a nicer place to live. 

Lastly, I would just mention, Amazon doesn't need your money and the brands on their even if they are ethical or small you are not helping them by purchasing on that site. Even independent small businesses get a worse deal on Amazon and for many it isn't even worth it as they force businesses to lower prices which destroys their profit margin. I for one will not be buying anything from them this Black Friday or Christmas!

To conclude, I do think it is possible to shop ethically during Black Friday it all depends on what you buy and where you buy it! Sometimes it is tempting in the environmental movement to start to live a life that is to restricted and cut off from consumer culture in a way that becomes almost martyr-like. For those of us who regularly make changes in our lives and go out of our way to live more consciously, I do also think it is good to have balance and remember that the odd treat or special purchase won't kill us or the planet either.