Every November, the internet becomes a blur of flashing discounts and countdown timers. Black Friday can feel impossible to escape — and even harder to ignore as a business owner.
But not every brand joins in.
Across the world, some companies have taken a stand against overconsumption. If you’re wondering how to make your own stance this year, here are seven brands who’ve said “no” to Black Friday — and what you can learn from them.
Finisterre – Blue Friday
Finisterre partnered with Surfers Against Sewage in the UK and the Surfrider Foundation in the US, donating £2 / $2.50 from every order received that weekend to help their ocean conservation efforts.
Patagonia – 100% for the Planet
In 2016, Patagonia donated 100% of their Black Friday sales to grassroots nonprofits working on the frontlines to protect our air, water and soil for future generations.
Lucy & Yak – Charity Focused Collection
Brighton legends Lucy & Yak take a similar approach. During Black Friday week, they’ve donated a third of profits to education for girls in India through the Fior Di Loto Foundation.
Allbirds – Raising Prices for Climate Action
One year, Allbirds raised their prices by £1 and gave the difference to climate charities. Another year, Allbirds emptied their Seven Dials store and instead hosted workshops and events designed to improve consumers’ understanding of the brand and its values.
Veja — Repair Friday
The sustainable sneaker brand announced it would not run sales on Black Friday. Instead, they offered consumers free sneaker repairs in one of their cobbler locations.
REI — #OptOutside
REI shut all 170+ stores and paid their staff to go hiking instead.
Pantee – Blackout Friday
This UK sustainable underwear brand shut down its website for 24 hours, inviting people to pause instead of purchase. They used the day to start conversations about overconsumption, growing their mailing list by 33% and building deeper trust with their community.
Small brands, big ideas
It’s not just the big players who can make a stand.
You don’t need to do anything wild or donate millions. You could just:
- Take the day off
- Donate a little
- Or talk about something that actually matters to you instead.
A little note from Two Shoes Creative
At Two Shoes Creative, I help purpose-led businesses like yours build websites, brands, and content that connect with people for the right reasons.
If you’d like a fresh pair of eyes on your website before the end of the year, you can book a website or brand review here.
Whatever you choose to do this Black Friday, make it yours.
