The True Cost of Black Friday

From Gold Crashes to Shopping Carts

Before manic shoppers and rock-bottom discounts became synonymous with Black Friday, the term had a far grimmer association. Rewind to September 24, 1869, when two Wall Street tycoons, Jay Gould and Jim Fisk, attempted to corner the gold market and inflate its price to profit from their planned stock sales. Consequently, on that Friday, they exposed their scheme, causing the stock market to plunge and bankrupting barons and farmers alike.

The memory of the stock market crash has faded, but today’s Black Friday comes with its own costly repercussions. Every year, as the calendar flips to late November, there is a palpable shift in the air. Anticipation surges, countdowns begin, and credit cards brace themselves for the inevitable. Black Friday has become synonymous with jaw-dropping discounts, chaotic store rushes, and eager shoppers lured into a world of material dreams. Yet, beneath the glossy advertisements and the thrill of the bargain hunt lies a darker story: this global shopping phenomenon’s environmental and psychological repercussions.

The Environmental Toll of Black Friday

Increase in sales

In terms of sales, Black Friday has seen substantial increases over the years. In 2023, U.S. online sales reached a record $9.8 billion, a 7.5% increase from the previous year. (Source: TechCrunch)

Globally, online sales during Black Friday in 2023 amounted to $70.9 billion, reflecting an 8% year-over-year growth. (Source: Queue-it)

These figures underscore the significant economic impact of Black Friday, despite the associated challenges.

Overproduction & Waste

This increase in sales naturally results in overproduction in an effort to meet the demand. Better make too much than too little, right? Retailers, eager to capture the vast spending potential of Black Friday shoppers, often engage in overproduction. The intention of never running out of products to sell propels businesses to manufacture more than they can sell. Despite their best intentions, many of these goods do not find buyers.

Fast Fashion

With its ever-changing trends and cyclical nature, fashion takes centre stage during Black Friday. Many items produced in anticipation of Black Friday sales are not sold. Because of the nature of the industry, where trends change quickly, these unsold clothes often become obsolete within a season. With garments designed to be temporary and disposable, shoppers are less likely to keep them for long, leading to accelerated discarding rates.

In 2019, Professor Phil Purnell from the School of Civil Engineering at the University of Leeds conducted a study related to Black Friday. (Source: Deutsche Welle) Purnell, a co-director at the UK’s Textiles Circularity Centre advocating for a circular textiles economy, found that up to 80% of household plastics and textiles end up in landfill or being incinerated. (Source: Deutsche Welle)

Moreover, these disposed textiles are frequently shipped to the Global South, intensifying the escalating waste dilemma. This not only squanders valuable resources but also drastically increases greenhouse gas emissions. Furthermore, these improperly managed textile mounds can become ticking time bombs, with methane buildups triggering severe fires and explosions. The Ellen McArthur Foundation reports that textiles equivalent to one garbage truck’s contents are wasted every second.

The Odyssey of Apparel and Its Carbon Tale

From planting seeds to when a garment graces a store’s display, the journey resembles a sprawling saga, much unlike a fairytale. Spanning across continents and cutting through oceans, most garments tell a story of intricate processes, stretched supply chains, and their undeniable impact on our environment.

Consider the cultivation phase. Here, crops like conventional cotton often require vast amounts of water and lean heavily on fossil-fueled machinery for growth and harvesting.

Furthermore, creating fabrics, especially synthetic ones like polyester, becomes an energy extravagant process. Rooted in petroleum, artificial fibre production is energy-intensive and leans heavily on the crutch of non-renewable fossil fuels, wreaking havoc on our environment.

In addition, dyeing and tanning processes add another layer of complexity to the mix. While essential for giving fabrics their vibrant hues and leathers their refined finishes, conventional methods come at a price. A vast amount of water is used, accompanied by a mix of chemicals, many of which contaminate our rivers, streams, and oceans. This pollution devastates environmental health and poses significant challenges to communities that bank on these waters for sustenance.

In the backdrop of events like Black Friday, where the rush to replenish stock and ensure instant order delivery becomes essential, the logistics switch to supersonic mode. From large-scale shipping for overseas products to the local delivery vans that bring purchases to doorsteps, this fleet of vehicles, operating round the clock to meet delivery demands, spews out a considerable amount of greenhouse gases. According to the Dirty Delivery Report, the carbon cost of the UK’s Black Friday sales in 2020 amounted to a staggering 429,000 tonnes of carbon released. This number equals 435 return flights from London to New York or the same weight as 61,308 elephants.

The Psychological Strain of Black Friday: A Deeper Look

Black Friday is a glittering testament to consumerism’s powerful grip and allure. Its dazzling deals and promotions insinuate that happiness is just a purchase away. In this grand spectacle, billboards and screens whisper false promises: the more you own, the happier you’ll be.

Implying that our value is tied to our possessions, this unchecked materialism shifts our focus from what truly enriches our lives: experiences, connections, and personal growth. We yearn for meaning, bonds, and connection. With its consumerist vortex, Black Friday can often eclipse these core human desires. And amid the flashy ​“buy now” signs, there lies the risk that we chase an illusion of happiness that remains perpetually out of reach.

Fabricating Urgency

Doomsday countdowns urging immediate purchases, dwindling stock announcements, and one-time lucrative deals: This frenzied environment, designed to ignite urgency, often sets the spark for spontaneous and mindless shopping decisions.

However, the more sobering reality sets in quickly. Many shoppers, upon reflection, find themselves holding onto items they didn’t genuinely desire but were rather enticed by the sheer momentum of the moment. Followed by regret and guilt, the illusion of happiness quickly crumbles.

Yet the implications go beyond mere buyer’s remorse. These hasty acquisitions often morph into clutter, silently occupying our spaces and, as research suggests, our minds, leading to heightened stress, anxiety, and even the onsets of depression.

Moreover, while the allure of a discount might seem like an instantaneous financial win, the long-term picture can reveal a different story. Impromptu purchases often mutate into financial pressures and potential debt.

Amid a Black Friday shopping spree, it’s crucial to pause, reflect, and purchase consciously, if need be.

The Frenzy of Participation

Often pictured as a shopping haven, Black Friday carries an unforeseen toll, turning the event into a complex tapestry of exhilaration and strain. It’s not just a day of deals — it’s a roller coaster of emotions packed with anticipation, stress, and death.

Since 2006, 17 deaths and 125 injuries have marred the event in the United States, revealing a disturbing side of human nature under intense commercial pressure. Scenes straight out of horror movies unfold in reality, with police reports painting pictures of ​“utter chaos.” Details of glass doors crumbling under the weight of desperate shoppers and crowds spiralling out of control in their pursuit of discounts. In 2014, United States, a man in Chicago was fatally shot during a dispute over a parking space at a shopping centre. In 2018, South Africa, shoppers at a Johannesburg mall were involved in stampedes, leading to injuries and property damage.

On the ground, it’s an existential battlefield. Shoppers brace themselves against the tidal wave of bodies, facing marathon-long queues and confrontations with those equally determined to grab a deal. The physical toll is undeniable, and tales of exhaustion and physical and mental breakdowns in the United States are familiar.

However, the online realm is equally riddled with explosives. The digital shopping era brings its own tribulations: crashing websites, spontaneously emptied carts, and the heart-wrenching anxiety as a much-coveted deal slips away due to a tech hiccup.

Interestingly, most German online shoppers are well-prepared for Black Friday. Idealo’s survey reveals that many already know exactly what products they want to buy ahead of the event and have a set price in mind.

Yet, perhaps the most potent emotional trigger is the pervasive Fear of Missing Out (FOMO). With every advertisement, every neighbour and friend flaunting a purchase, and every word of anticipation surrounding the day, the FOMO intensifies. Ironically, the allure transforms into the dread of being left out, of not seizing the inimitable ​‘once-in-a-year’ chance.

Rethinking Black Friday

Activism on Black Friday is not about condemning choices but creating awareness and advocating for a transformation from mindless spending to mindful investment. As Niki de Schryver comments, ​“These are difficult times for sustainable entrepreneurs, so let’s choose alternatives like Green Friday or Circular Monday and turn our backs on the overconsumption of Black Friday”. 

Consumers can harness their collective power to redefine Black Friday by making informed and conscious choices, championing sustainability, experiences, and community over mere acquisition.

Support Sustainable & Ethical Brands

If shopping is on the agenda, choose brands prioritising eco-friendly practices and ethical production. Desire a shopping experience without the hustle of overcrowded stores or the frustrations of a lagging laptop? Dive into your local neighbourhood gems with COSH! – curated specially to match your style and budget. Elevate your shopping journey; let your wallet make a statement!

Memories Over Materials

Instead of tangible goods, invest in experience. Research has consistently shown that experiences bring more lasting happiness than material possessions.

Declutter & Donate Mindfully

Use the Black Friday season as an opportunity to declutter and donate gently used items. This not only reduces waste but can also benefit those in need. Contact your local clothing library or charity shop to support your regional circular economy.

It’s time we view Black Friday through a new lens that denounces its environmental and psychological ramifications and instead celebrates conscious purchasing practices, uplifting small entrepreneurs and crafters. As consumers, our choices wield immense power. Let’s harness that and make mindful choices! Discover your local heroes, one-woman shows and craft-makers at COSH!.