Which brands are boycotting Black Friday in 2024? Here, I’m sharing the labels opting to support the planet this year instead. Black Friday is one of the most hotly anticipated shopping events of the year, for both brands and shoppers all over the world. Many businesses, whether small or large, make a large percentage of their profits during the last few months of the year thanks to Christmas and sales season, which is obviously helped by the huge discounts they offer to shoppers.

While the Boxing Day sales were previously the most exciting sales time of the year, Black Friday has now topped it as the biggest sale holiday in the UK, even though it was only introduced in the country in 2010. Every last Friday of November (or in the US, the Friday after Thanksgiving), many brands — from fashion to tech — offer deals and discounts of up to 70%. Pretty Little Thing offered 99% off in 2021, but that’s another story.

However there are many brands that opt not to take part in Black Friday due to the negative impact it has on the planet and the unfair treatment of garment workers in the process of manufacturing these products. Some of them don’t offer any type of sales at all, while others do but promise to donate 100% of their sales to charity instead. There are also those brands that simply stick to Boxing Day to offer discounts, while others see it more as an opportunity to highlight environmental issues and call for a more mindful way of shopping something we can all get behind.

While it’s a common belief that you get great deals during Black Friday, some brands actually raise their prices before the discounts, meaning you’re not actually saving any money despite what you’re led to believe. You’ll often find the best prices for tech and the like in the middle of the year! Some increase their prices during Black Friday for a good cause however, such as sneaker brand Allbirds. The shoe brand raised the prices of its products by $1 in 2021. They allotted the extra money to support Fridays for Future, the climate movement founded by Greta Thunberg. 

If you’re curious to know if your favourite label is part of the non-participating crowd, keep reading. I’m sharing all the brands we know are skipping Black Friday and Cyber Monday in 2024. Next, read about the best Sezane sweaters and our edit of Christmas party dresses.

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Which brands don’t take part in Black Friday?

Amongst some of the most popular brands that have previously boycotted Black Friday include Arket, Ganni, Rixo, Next and sustainable shoe brand Veja.

Arket

Arket have opted out of Black Friday for the past few years and this year, they have made no mention of the shopping event. Read more about the Arket Black Friday sale in 2024.

Rixo

On the Rixo website, founders Henrietta and Orlagh write: “We’re excited to say that we won’t be participating in Black Friday this year. Previously, we have had to do so due to increased stock levels during the pandemic.

“As female founders with no investors, we have the power to make these decisions and are proud to do so, therefore we have re-aligned with our values and won’t follow mass consumer trends and be forced into markdowns.

“We haven’t increased our prices, even though inflation and our cost across the board have creeped up, we are taking the hit as we believe in offer our customer, you, true value for money. As part of our ongoing sustainability journey, we only produce limited runs of the special things customers treasure for years to come.”

That said, the brand last year opened up their Archive sale, offering up to 60% off excess stock.

Read more about Rixo’s Black Friday sale.

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Me+Em

Me+Em also choose to opt out, writing on their website: “The fashion world loves black. Ironically, we don’t love Black Friday.

“We’re not ones for fast fashion. We don’t rush when it comes to making our clothes, so we don’t want you to rush when it comes to shopping them.”

Alohas

Sustainable label Alohas offer ‘on demand’ discounts rather than taking part in Black Friday, offering 40% off on their gorgeous footwear and clothing to encourage ‘intentional purchases’ rather in those made on impulse.

Patagonia

Patagonia won’t be holding a Black Friday sale this year. On their website, it states, “We’re in business to save our home planet. That’s why the frenzy of Black Friday doesn’t sit well with us. Let’s slow our roll and consider our impact. Try buying used, or trading in or repairing what you already own.

“If you need something new, choose high-quality gear that’ll last a long time. Or support the work to save our home planet with Patagonia Action Works. How can we get back to being humans, not consumers? Now’s the time to give it a think.”

Tk Maxx

TK Maxx offers up to 60% off all year round, so won’t be slashing any more money off for Black Friday this year.

M&S

M&S claims not to hold a Black Friday sale, but while they might not label it as such, they usually offer big sales during the holiday season.

Primark

With such low prices all year round, Primark doesn’t tend to hold many sales and they’ve made no mention of Black Friday this year so we’re predicting that they won’t be taking part.

Next

Next makes no mention of Black Friday on their website, but they have chosen to opt out for the past few years so we’re expecting the same in 2024. Read more about the Next Black Friday sale.

How to shop Black Friday sustainably

Instead of buying from fast fashion brands this Black Friday, consider alternatives. Surprisingly, there’s still plenty of ways to get the same rush as shopping the sales but doing so a little more ethically this year. For example, you can upload your old clothes to clothes swapping app Nuw and receive tokens back. These can then be used to ‘shop’ second hand clothing. One person’s trash is another’s treasure, as they say.

Another option is supporting small businesses, such as Molby The Label and With Love Evie both of which hand make their clothes to order. While the brands don’t appear to be participating in Black Friday, you’ll receive an item made with love that will last forever, while supporting a small business too.

You could also opt instead to rent clothing this Black Friday. Many rental sites offer discounts during the weekend. We’ll keep you updated on these, but in the meantime, check out By Rotation, Hurr and Hirestreet.

Why is Black Friday problematic?

Black Friday has become synonymous with consumerism and chaos and it poses significant ethical and environmental challenges that the fashion industry cannot ignore. The sheer volume of discounted items often leads to impulse purchases, resulting in over-consumption and waste. According to a 2019 report by the Environmental Audit Committee, the UK alone sends an estimated 300,000 tonnes of clothing to landfill every year, with Black Friday contributing to this alarming statistic as consumers buy more than they need.

The fast fashion model adopted by some of our most loved labels encourages a cycle of cheap production, which exploits workers in developing countries and results in poor working conditions. In 2020, a study by the Changing Markets Foundation revealed that the fashion industry is responsible for 10% of global carbon emissions, a figure that continues to rise. As we navigate this season of sales, it is vital for consumers to consider the true cost of their purchases, prioritising sustainability and ethical practices over fleeting discounts.

Which countries don’t take part in Black Friday?

While the US famously celebrates the shopping holiday like no other country, there are also those who choose not to get involved.

Many countries that oppose capitalism and consumerism such as North Korea, Iran and Afghanistan don’t take part, while Bangladesh holds protests opposing the huge demand placed on them due to the holiday. Many garments from huge retailers are made in Bangladesh.

Why is Black Friday called black?

A common misconception is that the name Black Friday comes from the idea that businesses go from making financial losses and being ‘in the red,’ to turning over profit and being ‘in the black’ following the day.

However according to Britannica, this isn’t factually true. They report that the name dates back to the 1960s, when tourists would visit Philadelphia to do their holiday shopping and occasionally attend an annual Army-Navy football game.

Police officers would work long shifts and be forced to deal with shoplifting, accidents and more trouble, so they began calling the day ‘Black Friday’.

Have your say…

What are your opinions on Black Friday? Will you be saving your Christmas shopping for the sale day or avoiding the shops completely? Let us know in the comments. below.