Green Friday: How brands are rewriting Black Friday
Black Friday. That delirious day of discounts where inboxes overflow, carts pile high, and everyone has FOMO and buckles under the pressure to stock up before Christmas.
But alongside the sales storm, there’s a quieter, greener movement that’s been growing since 2015. One that’s saying no thanks to the chaos, the waste, the noise, and the pressure. Enter: Green Friday.
Instead of racing to the bottom with discounts, these brands are choosing something better. They’re slowing things down, giving back, and reminding us that shopping doesn’t have to come at the planet’s expense.
Here’s how some brands are flipping the script on Black Friday with Green Friday campaigns that align with their brand values:
The Ordinary: Slowvember
Skincare brand The Ordinary closes its online store on Black Friday. No flash sales, no FOMO, no online shopping. Just a sign on their online store sharing why they’re closing on the biggest retail day of the day, reminding us that shopping, just like skincare, should be slow and intentional.
Through their Slowvember campaign, they push back against impulsive buying habits and instead give customers time to make choices that align with their true needs and values. It’s skincare with a conscience.
Lora Gene: Giving Back Friday
Slow fashion label Lora Gene turns Black Friday on its head with Giving Back Friday.
Instead of slashing prices to increase profit, Lora Gene turns price reductions into direct support for makers.
Buyers still enjoy a generous amount off garments, but here’s the ethical twist: that discount is paid forward to the people who made the garments by topping up their wages.
In their email campaigns, Lora says ‘True transparency only matters when it leads to meaningful action’, and breaks down the amount of bonus paid to their garment workers in the previous year’s Giving Back Friday campaign. A powerful reminder that fashion can and should value the people that make your clothes.
Asket: Closing for Change
For over eight years, Asket shut up shop on Black Friday. No new garments can be bought online or in-store. But what they are offering is repairs.
Customers can order spare parts online or visit their Stockholm store for free fixes on any Asket piece. Instead of pushing hyper-consumption, Asket uses the day to refocus on their core values of longevity and care.
Lucy & Yak: Fior di Loto Friday
Colourful, playful, and always true to their values, Lucy & Yak turns Black Friday into a fundraising mission. Since 2018, they’ve supported the Fior di Loto Foundation in Pushkar, India, the birthplace of their first dungarees.
Half the profits from their Black Friday campaigns fund education for local girls around Pushkar.
See their Fior di Loto Friday story →
Stand Out in the Inbox: Green Friday for Ecommerce Brands
Green Friday is less about missing out and more about opting in to slower shopping, conscious consumption and to brands that value people and planet as much as profit.
For ecommerce brands, Green Friday isn’t just a feel-good initiative, it’s a chance to deepen loyalty, stand out in a crowded inbox, and connect with customers who care about more than just discounts. It’s proof that you don’t need to play the same old discount game to win hearts and carts.
The key is to do it in a way that feels true to your brand.
Whatever route you choose, the goal is the same: give your customers a reason to feel good about shopping with you, long after the frenzy of Black Friday has passed.