Sustainable Strategies for Black Friday and Cyber Monday: A Guide for Business Leaders
As Black Friday and Cyber Monday have evolved from chaotic, in-store events in 1950s Philadelphia, to a global e-commerce phenomena, many businesses have embraced heavy discounts and aggressive sales tactics in an attempt to gain market share and cut through the noise during this time of year.
However, for ecommerce business owners, founders, and operators focused on sustainability, this period can feel very challenging. You may feel a conflicted need to be part of this key selling period to ensure the success of your business (and the salaries of the people you employ), whilst also being very conscious of the negative environmental and social impacts that come with the mass consumption that has historically been fuelled by sales events such as Black Friday.
As ecommerce businesses gear up for the festive period, there is an opportunity to encourage thoughtful consumption and responsible shopping. Here are five ways your brand can promote sustainable practices while navigating the peak shopping season:
Many Black Friday promotions push people toward quick, impulsive purchases. However, sustainable brands can stand out by encouraging customers to make thoughtful, well-considered decisions. Avoid flash sales with ticking clocks that pressure customers to buy on the spot. Instead, promote a more relaxed shopping experience, perhaps by offering a week-long sale that allows customers time to evaluate their needs, plan for their purchases and ensure they have the funds to make them. This approach fosters intentional purchases, reduces waste from unwanted products and reduces the reliance on credit or “buy now, pay later” services.
Encouraging a slower, more mindful buying process not only reduces excess consumption but also builds stronger relationships with customers, showing that your brand values long-term satisfaction over quick sales.
While large retailers dominate Black Friday with massive discounts, sustainable businesses don’t need to compete in the same way. Discounts aren’t the only way to attract customers. Instead, consider emphasising your brand’s values—ethical sourcing, eco-friendly materials, or sustainable packaging. Highlight the quality and longevity of your products, making it clear they are an investment in sustainability, not just a temporary bargain.
Additionally, consider offering alternative incentives, such as loyalty rewards, referral bonuses, or charitable contributions. These can add value to the customer experience without resorting to deep discounts, reinforcing your brand’s commitment to sustainability while differentiating you from the competition.
More than ever, the humans that are buying your products are aligning their shopping habits with their values. This is your opportunity to showcase your brand’s ethical practices. Whether it’s sourcing from sustainable materials, creating fair, safe and ethical employment opportunities, reducing carbon footprints, or offering circular product models (like recycling or repair services), make sure your customers know how their purchases contribute to long-term wellbeing for all people and the planet.
Mindfully (remember, digital has a carbon footprint too!) use your communication channels – social media, email newsletters, and your website – to educate your audience about the environmental impact of excessive consumption during sales events. Invite them to shop consciously and support a business that aligns with their values. By walking your talk, your brand can inspire loyal, long-term customers.
A slow sale (that’s one that’s extended over a longer period) can encourage considered purchases and reduce the buying frenzy that’s typical of Black Friday. Offering your loyal customers early access to a sale or exclusive benefits can show appreciation without driving the excessive purchasing associated with flash sales.
As part of this strategy, consider enabling a “wish list” feature on your site. This allows customers to browse your collections thoughtfully and return to the items they truly want when they’re ready. This fosters a less hurried, more intentional shopping experience, leading to more meaningful purchases.
“The 2019 study “Building a Circular Economy” found that up to 80% of Black Friday purchases are thrown away.”
This may sound completely counter-intuitive, but can be super impactful, particularly for those of us who manage bigger brands. This is a way to really show your commitment to long-term wellbeing for people and planet, whilst also creating space for smaller businesses to thrive.
Patagonia, for example, has often opted out of Black Friday and Cyber Monday sales. In 2020, the B-Corp certified company also released a series of stories and clips, to highlight the impact of mass consumption on the planet, asking its community to really consider what they need to buy during this period.
The responsible brand extended this message by placing strategic ads in newspapers, which read:
In a statement, Dane O’Shanassy, Director Patagonia Australia & New Zealand, said: “We’re in business to save our home planet; we want to use business as a tool to tackle problems and find solutions. There are many initiatives we’d rather be drawing attention to – the drawing down of carbon, limiting greenhouse gas emissions, reducing waste, addressing microfibre pollution.. – instead of encouraging rampant consumption.”
As Black Friday and Cyber Monday have evolved from chaotic, in-store events in 1950s Philadelphia, to a global e-commerce phenomena, many businesses have embraced heavy discounts and aggressive sales tactics in an attempt to gain market share and cut through the noise during this time of year.
However, for ecommerce business owners, founders, and operators focused on sustainability, this period can feel very challenging. You may feel a conflicted need to be part of this key selling period to ensure the success of your business (and the salaries of the people you employ), whilst also being very conscious of the negative environmental and social impacts that come with the mass consumption that has historically been fuelled by sales events such as Black Friday.
As ecommerce businesses gear up for the festive period, there is an opportunity to encourage thoughtful consumption and responsible shopping. Here are five ways your brand can promote sustainable practices while navigating the peak shopping season:
Many Black Friday promotions push people toward quick, impulsive purchases. However, sustainable brands can stand out by encouraging customers to make thoughtful, well-considered decisions. Avoid flash sales with ticking clocks that pressure customers to buy on the spot. Instead, promote a more relaxed shopping experience, perhaps by offering a week-long sale that allows customers time to evaluate their needs, plan for their purchases and ensure they have the funds to make them. This approach fosters intentional purchases, reduces waste from unwanted products and reduces the reliance on credit or “buy now, pay later” services.
Encouraging a slower, more mindful buying process not only reduces excess consumption but also builds stronger relationships with customers, showing that your brand values long-term satisfaction over quick sales.
While large retailers dominate Black Friday with massive discounts, sustainable businesses don’t need to compete in the same way. Discounts aren’t the only way to attract customers. Instead, consider emphasising your brand’s values—ethical sourcing, eco-friendly materials, or sustainable packaging. Highlight the quality and longevity of your products, making it clear they are an investment in sustainability, not just a temporary bargain.
Additionally, consider offering alternative incentives, such as loyalty rewards, referral bonuses, or charitable contributions. These can add value to the customer experience without resorting to deep discounts, reinforcing your brand’s commitment to sustainability while differentiating you from the competition.
More than ever, the humans that are buying your products are aligning their shopping habits with their values. This is your opportunity to showcase your brand’s ethical practices. Whether it’s sourcing from sustainable materials, creating fair, safe and ethical employment opportunities, reducing carbon footprints, or offering circular product models (like recycling or repair services), make sure your customers know how their purchases contribute to long-term wellbeing for all people and the planet.
Mindfully (remember, digital has a carbon footprint too!) use your communication channels – social media, email newsletters, and your website – to educate your audience about the environmental impact of excessive consumption during sales events. Invite them to shop consciously and support a business that aligns with their values. By walking your talk, your brand can inspire loyal, long-term customers.
A slow sale (that’s one that’s extended over a longer period) can encourage considered purchases and reduce the buying frenzy that’s typical of Black Friday. Offering your loyal customers early access to a sale or exclusive benefits can show appreciation without driving the excessive purchasing associated with flash sales.
As part of this strategy, consider enabling a “wish list” feature on your site. This allows customers to browse your collections thoughtfully and return to the items they truly want when they’re ready. This fosters a less hurried, more intentional shopping experience, leading to more meaningful purchases.
“The 2019 study “Building a Circular Economy” found that up to 80% of Black Friday purchases are thrown away.”
This may sound completely counter-intuitive, but can be super impactful, particularly for those of us who manage bigger brands. This is a way to really show your commitment to long-term wellbeing for people and planet, whilst also creating space for smaller businesses to thrive.
Patagonia, for example, has often opted out of Black Friday and Cyber Monday sales. In 2020, the B-Corp certified company also released a series of stories and clips, to highlight the impact of mass consumption on the planet, asking its community to really consider what they need to buy during this period.
The responsible brand extended this message by placing strategic ads in newspapers, which read:
In a statement, Dane O’Shanassy, Director Patagonia Australia & New Zealand, said: “We’re in business to save our home planet; we want to use business as a tool to tackle problems and find solutions. There are many initiatives we’d rather be drawing attention to – the drawing down of carbon, limiting greenhouse gas emissions, reducing waste, addressing microfibre pollution.. – instead of encouraging rampant consumption.”
For business owners and operators committed to sustainability, Black Friday and Cyber Monday can be used as platforms to foster mindful shopping and promote long-term customer loyalty. By discouraging snap decisions, avoiding deep discounts, and reinforcing your brand’s ethical practices, you can turn this peak shopping period into an opportunity to strengthen your brand’s commitment to the planet and build trust with conscious consumers.
Meet the Author!
Charli brings nearly two decades of marketing expertise, with a focus on communications, digital, content, and sustainable marketing. She began her career in Sydney, working with global and boutique marketing agencies, and has since supported the growth of purpose-driven ecommerce, coaching, and non-profit clients.
Most recently, Charli contributed to the development of online content for Cambridge University’s Institute for Sustainability Leadership, specifically in courses on Sustainable Media, Marketing & Creative, and Business and Social Justice.
Meet the Author!
Charli brings nearly two decades of marketing expertise, with a focus on communications, digital, content, and sustainable marketing. She began her career in Sydney, working with global and boutique marketing agencies, and has since supported the growth of purpose-driven ecommerce, coaching, and non-profit clients.
Most recently, Charli contributed to the development of online content for Cambridge University’s Institute for Sustainability Leadership, specifically in courses on Sustainable Media, Marketing & Creative, and Business and Social Justice.
