Black Friday is fast approaching. This yearly event, which takes place in the fourth week of November, has become a widely recognised event in the UK both online and offline. Our social media feeds and emails are inundated with black Friday offers and special deals with everyone vying for attention.
Love it or hate it, for some business owners, it’s a great way to get rid of end-of-line stock, or to increase sales and awareness just before Christmas. We all know the stats when it comes to repeat customers, so it’s a great way to generate new leads for your business.
But for many people, especially small business owners, discounting products just before Christmas is an impossibility. Not to mention some of the bad feelings around Black Friday when it comes to sustainability and impulse spending. So what do you do if you can’t (or simply don’t want to) take part in Black Friday?
We’ve roamed the internet and searched around to bring you some marketing ideas this year that don’t involve slashing your prices in case you’re in the ‘boycott Black Friday’ camp. And that’s no judgment on anyone who is taking part! But like everything in life, it’s not for everyone.
So what are the alternatives to Black Friday if you can’t or don’t want to put on a special offer or sale?
Green Friday
Green Friday is an all-out boycott of Black Friday. You can find out more about it here https://greenfriday.org.uk/ but essentially, it’s about purposefully spending time with friends and family, getting outside, and investing in worthwhile causes.
You could join in this campaign by donating a percentage of your sales on Green Friday or showing your support by simply raising awareness of a charity that’s close to your heart. You could take the day off and go technology-free, spend the day in nature, and then report back to your followers on how it affected you. There are many more ideas on the Green Friday website.
If you’re a sustainable brand, being eco-conscious is at the heart of your brand values so this could be a great option for you as it will resonate with your followers who likely don’t follow the black Friday trend.
The most important thing to be aware of is greenwashing. Don’t ‘jump’ on this trend unless it’s something you’re passionate about. Green Friday needs to be authentic – if you’re doing it for the kudos then your followers will know! Explain why Green Friday is important to you – don’t just stick up a Green Friday graphic. Take some action too.
Giving Tuesday
Giving Tuesday wasn’t set up as an alternative to Black Friday, instead, it’s a campaign that follows on from Thanksgiving with the ethos of giving. You can find out more about it here https://www.givingtuesday.org.uk/ This is something you could take part in regardless of whether you took part in the Black Friday Sales as it’s a stand-alone thing.
Giving Tuesday gives you a spotlight to talk about the ways you give back throughout the year and is a day many businesses choose to launch new initiatives and partnerships as you’re likely to get more reach. If you have staff you could use the day to do fun activities for your chosen charity, or a sponsored event. It’s a great way to raise the profiles of the charities you support as they’ll be a big buzz around it online.
If you don’t already have regular charities you partner with then now is a great time to start investigating so you’ve got time to build relationships and put marketing together ready for giving Tuesday.
Bright Friday
Bright Friday began in 2016 in response to reports that 45% of people spend money they can’t afford on Black Friday.
Bright Friday is a campaign that encourages sustainable fashion. Showing people how to re-use the clothes they already have, understanding what colours and clothes they love so they’re more likely to keep them for years, and considering other sustainable ways of getting your new clothes ‘fix’ with events like clothes swaps. An idea that’s built up huge momentum over recent years.
You can read more about it on the campaign website here: https://hubbub.org.uk/bright-friday
If you’re a clothes brand that doesn’t want to take part in Black Friday, could you offer styling sessions? Or create content around finding clothes and colours that suit you for more sustainable shopping.
Do you have a team of people? Why not have a fun clothes swap session at work? Or if you work alone, seek out a local swapping event and share your experience on social media to encourage your followers to give it a go.
Or why not take part in Black Friday, sustainably!
If you do take part in Black Friday, and as an eco-conscious brand you’re worried about any backlash over the stigma surrounding it, then there are ways you can ensure that your followers understand your intentions.
- Re-iterate your eco credentials and processes
- Increase your donations to charity for the day (if you can afford to)
- Do something else to offset the increased amount of orders you’ll get that day like planting extra trees (there are lots of online planting sites like https://ecologi.com/)
- Talk about how your products can be repurposed. For example, candle holder pots can be reused instead of thrown away. Different ways to wear clothes and look after them so they last longer.
If you want to take part in Black Friday there are ways you can do it sustainably, and if you don’t fancy it this year there are many other alternatives you can take part in too.
What do you think? Will you be taking part in black Friday this year?
Do you need help getting your website up to scratch before black Friday?
Get in touch now for a brand or website review with our founder and brand expert Emily.
