The ‘shop 'til you drop’ mentality just doesn’t stack up with the modern consumer, as more customers and brands alike are recognising the ethical and environmental damage of frenzied sales like Black Friday. This year, we implore everyone to consider turning their Friday green with these 3 simple thoughts… 

1. Incentivise sales in other ways

Traditionally, discounts have been a fail-safe way to boost sales, however as consumer behaviour and views on sustainable retailing continue to change, so too have drivers for purchase. This Black Friday, consider what else you could offer your customers…

• A donation to an aligned charity or initiative with every purchase
• Add value with unique downloads with a purchase i.e. a beauty product coming with an e-book filled with expert skincare tips, or access to a live Zoom Q&A with an interior designer when you purchase a home accessory over a certain value. 
• Double points within your rewards scheme for every purchase on that day
• Package relevant products into valuable gift boxes
• Offer the option for free samples with purchase

2. Focus on re-commerce instead of e-commerce

With all eyes on the circular economy in 2021, we’re seeing some great initiatives from retailers of every shape and size. In an effort to increase their sustainable endeavours, IKEA has announced that on Green Friday, they’ll be increasing the buy-back price for customers seeking to return their old goods for recycling. 

Another approach could be to incentivise upkeep products with discounts as opposed to new purchases. This could be a great deal on leather-care products if you sell leather accessories, or a discounted price for reupholstery of a furniture piece.  

3. Tell your story 

According to Retail With Clarity, if we all bought one more Christmas gift from an independent business this year, we’d reallocate £2.7 billion to independent owners. Not only does this bring much-needed sales to small businesses, but it also aids sustainable movements with less travel and re-investment into the local community.

But what does this have to do with Black Friday? Well, most small businesses don’t have the profit margins or buying power to offer competitive discounts. The good news though is that the consumer mindset is shifting with fewer expectations placed on indie businesses to offer Black Friday deals in 2021 than ever before. 

The key to this customer understanding however is openness and transparency. If you’re a small business, don’t shy away from the fact you can’t compete. Instead, use it as a springboard for storytelling by giving your audience behind the scenes looks at your business and what it means when a customer purchases from you.