Boycotting Black Friday + co. is not helpful

'Tis the season to be mindful!

Many individuals in the eco space understand the harm done to our environment over the holiday season because many, many gifts are returned only to never find a good home and instead be thrown in landfill.

The stats are atrocious!

Let's look at the USA -- the land of convenience, the home of the over-consumer.

Truth be told: I get a bit ill every time I visit my homeland because of the over-consumption!

According to Forbes early December 2023: "Four in ten consumers said they expect to bring at least one gift back to retailers this holiday season, according to a report in Chain Store Age. But get this: 31% of those shoppers are planning ahead for this inevitability, buying multiple variations of individual items knowing they’ll have the option to return the “fails” later.

"It’s called bracketing, and it can contribute significantly to the $627.3 billion in predicted retail returns in 2023, according to a report in Insider Intelligence. Consider that in 2022, when the value of total retail returns reached $614 billion, 63% of consumers said they had bracketed."

Little do those bracketeers know that their returns often go to landfill!

"According to National Retail Federation (data from 22 Dec 2023), returns in the US scored $148 billion, or 15.4% of total sales." Source

"In 2020 alone, 5.8 billion lbs (2.6 billion kg) of returns went to landfill in the US, according to a report by Optoro and Environmental Capital Group." Source

Dare to be rare

I often see many small eco-conscious companies think: "OK, we'll just boycott it and not participate." And then announce your non-participation.

Which sounds noble, however, it causes more harm to your business than anything else.

If you’re a product-based business—or a freelance eco creative working with one—choosing to opt out of Black Friday can leave you missing a critical opportunity to amplify your values and connect with a broader audience.

Here’s why participating thoughtfully can make a real difference:

1. Black Friday is about visibility

During Black Friday, customers are actively searching for deals, new brands, and meaningful purchases.

By sitting out, you risk staying invisible during one of the year's busiest shopping periods.

If your products are ethically made or your services support sustainable brands, this is your moment to shine and educate potential customers about the value of conscious consumption.

2. Consumer attention is at its peak

Many buyers are more willing to spend during this period than at any other time of the year.

Even conscious consumers who hesitate to over-purchase may still seek thoughtful, ethical gifts.

This heightened attention creates a prime opportunity to attract new customers, nurture existing ones, and position yourself as a leader in mindful commerce.

3. Strategic participation creates impact

Boycotting may seem aligned with your ethics, but what’s more powerful is using Black Friday to challenge the traditional model.

Instead of offering deep discounts that harm your margins, consider:

• Bundling products or services to offer added value.

• Donating a percentage of sales to causes aligned with your mission.

• Sharing behind-the-scenes content about how your products or services make a difference.

By participating thoughtfully, you can transform Black Friday into a platform for purpose-driven engagement, strengthening your brand while inspiring customers to make more intentional choices.

4. Freelancers: amplify your clients' impact

As a freelance eco creative, your role in crafting compelling campaigns for your clients is critical.

Black Friday isn’t just about selling—it’s about storytelling.

Highlight the uniqueness of the brands you support, whether it’s their eco-friendly practices, handmade quality, or community contributions.

Help them stand out in an oversaturated market by focusing on their values.

5. Boycotts can backfire

When ethical brands refuse to engage, mass-market competitors fill the void with business-as-usual sales tactics.

Our goal as eco-conscious entrepreneurs is to go outside the eco bubble and reach the mass consumer so that real change can be created.

Black Friday and co is an excellent opportunity to do this!

By participating on your own terms, you provide consumers with an alternative that encourages better buying habits, instead of leaving them with limited choices.

Reframe Black Friday as a platform, not a pitfall.

Use it as a chance to lead by example, promote conscious consumerism, and prove that ethical brands can thrive during high-stakes shopping seasons without compromising values.

How are you approaching Black Friday? Boycotting, campaigning, or reimagining the day?

Create on and prosper,

🐾 Jessica 🌿