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Black Friday, Cyber Monday, or Green Friday: what is still making sense?

by Maaike Geys, Nov 4

Black Friday and Cyber Monday have been trending for quite a while in the B2C market. Even the B2B market cached up to these phenomena. We all know the loud promotions around Black Friday, which have been shifting more and more towards e-commerce. But does the busiest shopping day of the year still make sense? 

Green is the new Black

Green Friday proposes impact-focused promotions rather than discounted sales: an environmentally effective alternative of responsible and conscious consumption instead of impulsive buying.

Businesses and consumers are catching on to the negative connotations of Black Friday and Cyber Monday. Some brands have even gone as far as boycotting Black Friday and refuse to partake in the promotions. 

The Green Friday concept was created in 2017 by a French environmental organization to address over-consumption. The initiative has now become a growing movement, to which all kinds of initiatives are linked. A similar trend exists in America and Canada: The Buy Nothing Day, on the day after Black Friday.

Instead of “shop ‘til you drop”, supporters of Green Friday encourage people to shop more mindfully and sustainably. More and more consumers around the world are becoming more aware of the environmental damage caused by initiatives such as Black Friday. By making the switch from Black Friday to Green Friday, the focus moves from quantity to quality and sustainability.

Why your business should go green for Black Friday

To make sustainable and responsible consumption a little easier, we have put together some ideas on how to participate in Green Friday this year:

1. Promote more sustainable products

You are in control of which products you promote and on which products you give a Black Friday or Cyber Monday (BFCM) discount. Every business can do 'something green' with this approach. Promote, for example, a selection of products with a more sustainable story.

These days, quantity often takes priority over quality, and we need to turn that around. During BFCM, you should also explain why you consciously promote these products and make the consumer aware of what a sustainable choice means. Both for the environment and the longer-term savings. Doing something good often gives a better feeling than huge discounts.

2. Offset emissions

The production and transport of products cause CO2 emissions. Give customers the option to offset those emissions. You can do this, for example, with the CO2ok tool. If a customer wants to make his purchase climate-neutral, he clicks on the green CO2ok button before he makes the payment. 

A small additional amount, about 2% of the purchase price, is added which the customer pays at the check-out. A great way to colour Black Friday green. 

3. Shop in the forest

Encourage your customers to make an extra green purchase in addition to their purchase. Through Trees for All, consumers can 'shop in the forest' and plant trees that help fight climate change. You can also make a donation as a company and automatically give your customers a Green Friday, because their purchase is offset with trees by you. 

Need help crafting eco-friendly Black Friday and/or Cyber Monday promotions this year? Feel free to get in touch so we can help and advise you in the best possible way. 

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