Every year, Black Friday arrives with the same force: overflowing inboxes, endless notifications, countdown timers, and an online landscape engineered to make us buy more than we need. What started as a US shopping day is now a global consumption ritual, and one of the most environmentally harmful weekends of the year, especially when it comes to fashion.

Avoiding Black Friday isn’t about moral perfection. It’s about understanding how the system is designed, how it impacts the planet, and how it affects our wellbeing, and choosing a slower, more intentional way to consume.

Why Black Friday Is a Problem: The Data Behind the Hype

1. Fashion sales spike dramatically

Online fashion sales in Europe increase by up to 80% during Black Friday week compared to an average week
In Sweden, Klarna reported a 1,476% increase in fashion purchases during the peak hour of Black Friday compared to a normal day

2. Most Black Friday purchases don’t last

1 in 3 Black Friday items is returned, with fashion being the most returned category
Returned fashion items often aren’t resold; many are destroyed or landfilled due to high processing costs

3. Black Friday accelerates the linear system driving climate and biodiversity impacts

70% of global greenhouse-gas emissions are linked to material extraction, processing, and manufacturing
Over 90% of biodiversity loss is caused by resource extraction and land use
The global economy is only 7.2% circular

4. Fashion’s footprint is especially heavy

Fashion is responsible for up to 8% of global CO₂ emissions
The average EU citizen consumes 15 kg of textiles per year, most ending up burned or landfilled
A garbage truck of textiles is landfilled or incinerated every second

5. Overconsumption is engineered, not accidental

Black Friday tactics, flash sales, timers, notifications, personalised ads, are behavioural design techniques.

80% of impulse purchases are triggered by digital nudging

What You Can Do Instead: Practical Ways to Opt Out of Black Friday

You don’t need to “fight” Black Friday, you can simply step to the side. Here are ways to reclaim your time, money, peace of mind, and environmental impact.

1. Unsubscribe from marketing emails

Clear your inbox from “last chance”, “final hours”, “90% off”. You can always re-subscribe later.

2. Take a social-media break

Even one day without ads, influencers and promotions can shift your mindset.

3. Turn off notifications

Disable push notifications for Instagram, TikTok, email and shopping apps to reduce impulse engagement.

4. Book something nourishing on Friday

Replace shopping with something that fills you up:

A forest walk
A dinner with friends
A book night
A home spa evening
A cozy film night
Journaling
Meditation or yoga

5. Organise something social

Host a:

Clothing swap
Repair evening
Board game night
Potluck dinner
Donation sorting session
Wardrobe-cleansing hangout

6. Spend time in nature

There are no ads in the forest. No pressure. No countdown timers.

7. Practice “slow intention” not impulse shopping

If you might need something in the coming month:

Write it down
Ask why you need it
Check if it can be found second-hand
Give yourself 48–72 hours before deciding

Financial struggles are real. There is no shame in buying what you truly need, especially during difficult times. The point is simply to stay intentional.

8. Try second-hand first

Check resale platforms before buying new:

Sellpy
Tradera
Vinted
Facebook Marketplace
Local second-hand shops
Vintage boutiques
Clothing libraries
Repair and tailoring services

Use This Week as a Week of Mindfulness

Let Black Friday be the reminder, not the ruler. Spend this week paying attention to how you shop, why you shop, and what truly adds value to your life. Black Friday will pass. The habits you build around it will stay. And even one conscious choice, made slowly, calmly, and intentionally, is a powerful shift.

How to Avoid Black Friday – And Why It Matters More Than Ever