Many major retailers are choosing not to celebrate Black Friday in the traditional way this year.
As the coronavirus spreads and holiday sales are expected to be weak and heavily reliant on online shopping, it's no surprise that retailers are considering extraordinary measures to entice customers.
But other stores, some long before the COVID-19 pandemic hit the world, had already abandoned the Black Friday tradition in search of more sustainable goals.
For some businesses, like REI, an increase in sales isn't attractive enough to open their doors on Black Friday. Other companies, like Everlane, donate profits from Black Friday sales to various charities.
Here are a few companies that don't celebrate Black Friday in the usual way:
Angela King
Luxury vegan fashion brand Angela Roi launched the second year of its Rebel Against Black Friday initiative on November 23, a program offering discounts to customers who can prove they've donated to charity.
Through December 1, customers who donate at least $1 to Feeding America or another charity of their choice will be eligible for a 20% discount on the online store. Customers can find information about participating charities on the company's Instagram page or simply choose a cause close to their hearts.
After making a donation, customers must send Angela Roi a photo confirmation before receiving a coupon.
Deciem
Canadian cosmetics brand Deciem , known for its skincare line The Ordinary, announced in early November that it would continue its Black Friday boycott for the second consecutive year.
The company continues its tradition of “ KNOWvember ,” an educational initiative that encourages customers to make purchases “based on education rather than impulse.” In addition to a month-long 23% discount in November, Deciem runs daily educational seminars on various aspects of physical health.
"By offering a one-month discount and daily education, we hope to give people the time and information to buy less, and better ," reads the company's website. " Overconsumption remains one of the greatest threats to the planet and an urgent change in the way humans produce and consume products is needed."
Deciem will close all of its physical and online stores on November 27 “for a moment of nothingness.”
Everlane
This San Francisco-based clothing brand is primarily online and has made a name for itself through its " radical transparency " model, in which the company offers customers insight into how and where their products are made and sells their products less traditional sales margins.
The thing is, Everlane always sells their clothes at the lowest price. Thus, the company does not participate in the normal Black Friday sales, except for certain special offers in the “Choose what you pay” section.
Instead, Everlane launched the Black Friday Fund in 2013, a fundraising initiative that matches customer purchases with donations to various charities around the world.
This year, the company chose to donate money to Feeding America, a national nonprofit organization with more than 200 food banks that provides meals to more than 46 million people.
“2020 has been a difficult year, to say the least. COVID-19 has affected all of our lives. While hope and vaccines are on the horizon, many still face harsh realities,” Everlane founder and CEO Michael Preysman wrote in a statement. “As a result of the pandemic, 50 million people could face hunger in the United States this year, including more than 17 million children.
The company has pledged an initial donation of $100,000 and on Tuesday, Nov. 24, Everlane will donate $10 for every donation made to Feeding America up to $50,000. From Black Friday at midnight until November 29 at 11:59 p.m. PST, the company will donate 10 meals (monetary equivalent of $1) to Feeding America for every purchase made online or in-store.
IKEA
This popular Swedish furniture company is trying something new with its Buy Back Friday initiative, offering to buy back used furniture from potential customers instead of encouraging them to buy more.
“Do something green on Black Friday,” Pia Heidenmark Cook, IKEA sustainability director, tweeted about the program. "If we can't resell it, we will recycle it or donate it to community projects to help those most affected by Covid-19."
The program, which only applies to second-hand IKEA furniture, will run in 27 countries, including Australia, France, Canada, Germany, Italy, Japan, Russia and the UK. United.
REI
Unlike many of its competitors, REI stores do not participate in Black Friday. Continuing a six-year tradition, the brand is closing its 167 locations and paying more than 13,000 employees to spend time outdoors on November 27.
In a statement, company executives said the tradition was more important than ever given " the pandemic, a contentious election season and widespread civil unrest ."
“In the midst of it all, we saw people around the world — some for the first time — looking outside to reflect, restore, and connect with each other,” REI CEO Eric Artz wrote in a post. open letter. “In this year of unprecedented challenges, staying true to our purpose, living our values and caring for our people and our communities is more important than ever.
Artz further called on REI employees to practice social distancing and good hygiene to mitigate the spread of coronavirus during the holiday season.
