Reading time: 8 minutes

25.11.2025

Did you know that in 2025, 74.4 billion dollars were spent globally in 24 hours on Black Friday (according to Statistics Black Friday)? On this day, we seem to enter a trance-like state, giving in to impulsive desires and making purchases that seem "worth it". But what’s behind these discounts? How do they affect the planet and the future of local brands?

Slow fashion is an alternative that requires time and respect for labor, materials, and the planet. Local brands adhering to slow fashion principles cannot participate in this sales madness because values matter more to them than quick sales.

Black Friday has become the epitome of excessive consumption. For most, it's a day when they can buy something at a "ridiculous" price. But in reality, it's a day when the fashion industry literally drowns us in waste, and the planet suffocates in CO2 clouds.

Fast fashion is not just an industry: it's a mass destruction machine. Fashion changes faster than we can wash our hands. Brands produce tens of thousands of items to satisfy our impulsive desires. And Black Friday only amplifies this process: the more sales, the more waste, and the faster we move away from conscious consumption.

Trash and packaging: Have you ever wondered how many plastic boxes, bags, and films are used on sale days? Behind every product is a ton of packaging that most likely won’t be recycled. Greenpeace highlights that many of these wastes are non-recyclable and harmful to ecosystems. All of this, against the backdrop of rising demand for single-use packaging.

Overproduction: This day is the embodiment of overproduction, when brands create goods in quantities that have no real demand. All for one goal—sales figures. In the end, we get mountains of clothes that no one needs.

Returns and carbon footprint: Studies show that up to 30% of the items bought on Black Friday are returned, and each return requires transportation back and forth, increasing the carbon footprint, according to The Carbon Trust.

On sale days, consumers unconsciously grab everything in sight, not thinking about what’s really behind these "fantastic discounts". In truth, it’s nothing but ecological disasters and a threat to our future.

Handmade or semi-handmade production: many small brands make things by hand or with minimal automation. Increasing production in a short time is not an option. For them, a sale isn’t a way to get rid of stock, but a loss of meaning.

Fair price: for local brands, the price of a product is not just a number. It includes fair wages and quality materials. When large retailers offer 50-70% discounts, small brands can’t afford this.

Not every collection is unsold stock: unlike large brands that sell off unsold items, local brands release collections in limited runs. Their products don’t sit unsold.

Limited editions: small brands can’t produce millions of items like large corporations. Their collections are limited and unique, and they don’t have unsold stock to offload in sales.

Local brands, especially those operating on slow fashion principles, simply cannot take part in this sales madness. Here’s why:

For local brands, Black Friday is not an opportunity to make money, but a threat to destroy what they’re building. It’s not just a business approach, but an ideology based on sustainable consumption.

But guess what? Alternatives to Black Friday are already emerging in the world, and they are gaining popularity. For example, brands like Patagonia and the Recycled Plastic Foundation use this day not for sales, but to promote conscious consumption. Since 2019, Patagonia has declared "#BuyLessBuyBetter" on Black Friday—a campaign urging people not to spend money on unnecessary purchases, but instead support environmental projects. On this day, the brand refuses traditional discounts and donates 100% of the proceeds to environmental charity projects.

The Recycled Plastic Foundation, in turn, organizes Repair Days—days when people can repair old clothes and give them a second life, instead of throwing them away. This event has been held every year since 2020, attracting people to adopt a conscious approach to consumption and waste reduction.

In Europe and Australia, the alternative to Black Friday—Green Friday—is gaining traction, drawing attention to sustainable consumption. This day encourages people to reject mindless purchases and support local ethical brands practicing sustainable production.

Imagine a local brand that releases 200 items a month. That’s a limited edition, and each item is the result of the work of several artisans. Now compare this to Zara, which produces 37.5 million items a month. The difference is obvious, right?

Organize Repair Days. Give customers the opportunity to repair old clothes or swap items.

Donate a little part of the proceeds. For example, Patagonia donated 1% of their proceeds to charitable projects.

Show transparency. Tell customers how and where your products are made.

You can opt out of huge Black Friday sales. If you’re a small local brand, offer pre-orders to avoid overproduction.

Choose sustainable products. Buy from brands that use recycled materials and minimize packaging.

Support local businesses. Shopping from local producers reduces your carbon footprint.

Recycle and reuse. Buy second-hand clothes or swap with friends.

Make Donations for Recycling. Many companies offer the option to "donate for recycling" during purchases or on their websites. These actions can significantly reduce the burden on the planet and support environmental initiatives focused on resource restoration and recycling.

Don’t be afraid to participate in Green Friday, whether as a consumer or a brand. Small steps can lead to big change, and that’s exactly what we need to preserve our world and businesses for the future.

Buy only what you need. Think about whether you really need it now, or if it’s an impulsive purchase.

Black Friday is not just a day of discounts. It’s a day when we become part of a catastrophe that is destroying the planet before our eyes. Local brands, which strive for conscious consumption and sustainable production, cannot be part of this madness. And if we want to support such brands, we need to make a conscious choice. We wrote about how to do this in our article "Do we need ethical brands?"

In the end, the choice is yours: do you want to continue supporting the mass consumption culture, or are you ready to choose a path that will lead us to a sustainable and fair future?

Gifts that remain. Items with history, touch, and attention. A selection of local brands where the gesture and meaning matter more than trends.

This short guide saves money and nerves: we break down which shapes are comfortable, which metals and finishes are truly durable, how not to get the size wrong, and what to ask a seller in 30 seconds.

Consciousness without being preachy: what is an ethical brand and how does it affect us — plus an honest selection of those we can trust.