How to resist the Black Friday sales
Today I filmed a short clip for Lund University about Black Friday, Singles day and White Monday. So, I thought I’d also take a moment to write a short blog post while it is all fresh in my mind. In this post, I’ll explain briefly what these retail events are and why they matter.
Black Friday is the name for the day after American Thanksgiving when many retailers offer discounts to encourage people to start shopping for Christmas. The phenomenon started in the US but has spread far and wide. It is now understood as the best day of the year to find bargains online and in stores. You might have seen clips of mobs injuring each other and destroying shopping malls in order to get the best discounts first! In 2019, Black Friday falls on 29 November.
Singles day could be considered the Chinese equivalent of Black Friday. It was invented by Chinese online retailer Alibaba as a day to celebrate singledom, in contrast to the many other holidays that focus on family and partnership. They convinced people that the best way to celebrate their single status was to buy something for themselves. In just 60 seconds of their 2019 Singles Day sale, Alibaba turned over 1 billion USD. As with Black Friday, Singles Day has spread internationally as retailers try to find new ways to get us to part with our cash. Singles Day fall on 11 November annually.
The sales that take place on Black Monday and Singles Day as well as Cyber Monday (the Monday after Black Friday) are not sales in the way that we might think of them. Retailers are not selling out old stock to replace it with items for a new season. Instead, these are media events that create a feeling of panic and a fear of missing out. The limited nature of the Black Monday and Singles Day sales encourage us to make poorly-thought-out purchases in the heat of the moment, which are likely to be unnecessary. And what’s more, items in these sales may often be cheaper on other days of the year!
On an individual level, this is not a big deal. As long as you can afford to buy something on Black Friday, there’s no reason why you shouldn’t be allowed to get caught up in the excitement. However, on a systemic level, overconsumption is a huge problem that contributes to resource depletion, air, water and land pollution, global warming and the exploitation of workers. If you buy stuff that you don’t really need simply because you think you are getting a good deal on Black Friday, you are contributing to this mess.
I don’t want to blame or shop-shame individuals. Retailers are extremely culpable here but, they too are only operating in a system that rewards this kind of behaviour. Systemic change is clearly required. However, while we wait (and hopefully campaign) for systemic change, here’s some things you can do to resist the temptations of Black Friday.
Do your research. If there’s something you want or need to buy, do your research ahead of time. Find out what it usually costs and check price comparison websites to see how similar items fluctuate in price over the year. It might be that this is not the cheapest time to buy.
See if you can find it second hand. Check second hand websites (like sellpy or blocket) or local groups to see if you can find what you need preloved. Many websites now have alert features so you can specify exactly the item you are looking for and get an email when someone lists it for sale.
Find out if you can borrow or rent it. Is this something you will actually use often and for a long time. If not, perhaps borrowing or renting is a smarter (and cheaper) option. Renting is perfect for tools that you only need to use occasionally or for clothes in this season’s cut or colour. Ask friends, join a local residents group in your neighbourhood, or check out sharing and renting websites like Hygglo or Rent the Runway.
If you still need to buy, try to make sure that you ask questions about the item that you will buy. How and where is it made? Does the manufacturer pay its workers a living wage? Do they even know who the workers are? What will happen to the item at the end of its life? Is it repairable, reusable or recyclable? Responsible manufacturers take care of their products from cradle to grave. Make sure that your money goes to organisations whose values you support.
If you want to find out more about the circular economy, buying preloved or shopping sustainably, White Monday is a great time to do it. White Monday is an alternative retail event that encourages people to consume in a more circular way. Instead of being about anti-consumption, it is all about consuming in ways that don’t hurt the planet. White Monday was founded in 2017 in Malmö, Sweden, by the circular clothing-repair start-up Repamera and since 2018 has been co-organised by the The Swedish Association of Responsible Consumption. This year, White Monday falls on 25 November. To get involved, check social media channels for events happening near you, share a picture of yourself with the hashtag #whitemonday, or simply use the day as an excuse to explore circular consumption and preloved options near you.
Happy (circular) shopping!
Cover image: @korpa via unsplash
