Black Friday and, to a lesser extent, Cyber Monday, have been on the to-do lists of the marketing managers of leading online retailers and major retailers for several years.
However, for local businesses, which do not have the firepower of these large groups to be able to participate, as well as for some consumers, Black Friday can have perverse effects and hurt their personal convictions.
The discounts of 50%, 60% and even 70% sometimes offered by the major retailers and e-commerce leaders are essentially made possible by their ability to buy and store huge quantities of goods and therefore negotiate the lowest possible purchase prices.
These discounts, especially the most excessive ones, can sometimes:
Shops that do not wish to engage in the race for discounts and that want to remain consistent with their values can, for example
With so many brands and businesses communicating about their discounts at the same time, it can be difficult for a local business to get their message heard. In addition, while Black Friday generates more search traffic, it also increases competition between businesses and makes it more expensive to buy “keywords” in Google ads or ads on social networks.
As Black Friday has taken its place in the consumers’ agenda, they now expect massive discounts at the end of November. As a result, some consumers are cutting back on their purchases in the weeks leading up to Black Friday, as they would rather wait for the opportunity to receive a deep discount than purchase items at full price.
Black Friday has more and more detractors, among consumers as well as among trade professionals. Numerous initiatives flourish year after year to either denounce Black Friday, or to take advantage of the hyper-mediatization of Black Friday to put forward more reasoned, more ethical, less consumerist and greener practices.
Make Friday Green Again is a movement that allows brands and retailers to raise awareness among their customers about a more virtuous consumption by adopting simple and concrete actions. Companies that join this movement commit to: not practicing commercial operations in November and to encourage their customers and their community to consume less but better, in particular by:
Companies participating in Green Friday agree to donate 10% of their sales during these 24 hours to an association
This Swiss initiative proposes to the customers of the member companies to round up the amount of their sales receipt and to transfer the collected sums to associations
Circular Monday comes from Sweden and takes place the Monday before Black Friday. The objective is to encourage the circular economy by promoting second-hand products, recycled materials, equipment rental and object repair.
Giving Tuesday was created in 2012 in the United States. The concept now exists in over 100 countries. It is also known as “World Giving and Solidarity Day”. Citizens, businesses and organizations are encouraged to offer goods, food, time or donate blood, and turn to those in need.
Block Friday is a protest movement that denounces the great impunity, especially tax impunity, enjoyed by Amazon and is characterized by human chains in shopping malls, blocking of Amazon warehouses or demonstrations in shopping streets to denounce overconsumption and its climate consequences.