The hidden cost of Black Friday deals

This year, Black Friday falls on 28th November, and people in Britain are set to spend £4bn more than last year.

The truth behind Black Friday ‘deals’ 

Before we even get into the hidden costs of Black Friday deals, it’s important to point out that these so-called sales very often don’t provide any meaningful saving to shoppers. Which? found that 9 in 10 Black Friday "deals" are cheaper or the same price at other times of the year. In many cases, the “before” price had been increased to give the impression of a greater saving and had rarely been sold at this amount.  

A combination of dishonesty and pressure from retailers results in billions being spent on the Black Friday weekend year after year.  

Black Friday’s carbon footprint 

It’s impossible to quantify the actual carbon emissions associated with Black Friday over the lifespan of all the products sold, but increased levels caused by manufacturing, deliveries, returns, and disposal, are inevitable. Forbes reported that in 2024, 1.2 million tons of CO2 would be emitted by trucks transporting packages to warehouses and stores around Europe – 94% more than in an average week. Reports also claim that deliveries in the UK emitted greenhouse gases equivalent to 435 return flights between London and New York in 2020.  

The impact of waste

 
With consumption eventually comes waste. Sadly, the products are almost as quick to be thrown away as they are to be bought. In 2019, a study found that consumers threw away  80% of items purchased after a few uses. An unnecessary purchase often means getting rid of an item that was not broken too – particularly in the case of technology or electronic goods. Reports also show a surge in product returns following the Black Friday weekend – and often, brands will send returns straight to landfill instead of covering the costs of return logistics.  

 Another stream of waste created during Black Friday is packaging – often containing huge amounts of plastic. In 2024, approximately 700,000 tonnes of cardboard and plastic packaging waste was generated by the event. Plastic is polluting our ecosystems, waters, and negatively impacting the health of all living things. A study by WWF found negative impacts of plastic interaction in 88% of the species they studied, and reports now are even investigating the burdens of microplastics on human health.  

The human cost
 

The issues created by Black Friday go far beyond pollution and emissions. Extra profits generated by sale of cheap goods don’t end up going to the people who need them – namely, the workers. Many factory workers around the world are being paid far beneath the recommended living wages for the clothes and goods they make. Particularly in the garment industry, millions of workers are unprotected and voiceless, whilst working for the world’s largest global supply chains and retailers. Sales often lead to staff in all areas, from manufacturing to delivery, being overworked and underpaid.  
 
The promotion of overconsumption also inherently devalues what we’re buying. A £3 dress is easy to buy and throw away, but it removes us from the reality of the time and effort it costs for someone to hand-make that item.    

Tips for a Greener Friday 

 
Thankfully, consumers are becoming more aware of the impact of shopping habits. A YouGov poll conducted for Keep Britain Tidy highlighted growing awareness of the environmental consequences of Black Friday. While 54% of UK adults had made a purchase on Black Friday, 70% believed the event promotes overconsumption. Interestingly, only 42% saw it as harmful to the environment, revealing a disconnect between the concept and consequences of overconsumption.  

So, what can you do to avoid contributing to the environmental impact of this year’s sale season?  

1. Nothing!
   The most impactful thing you can do is to buy nothing at all this Black Friday weekend.  

2. Only buy what you need 
   If there’s a purchase you needed to make anyway, then you can try to find a deal. Be mindful of being pressured into making additional purchases, and be thoughtful about where you are buying from.  

3. Choose to buy from local businesses 
   Support local or small businesses before larger companies. Many will also participate in Black Friday deals. You may pay a little more, but you’ll likely receive a higher quality item and reduce emissions associated with your purchase. You can find companies that are committed to ethical standards through networks such as B Corp. 

4. Support initiatives that protect workers  
   The Better Business Act is campaigning to change the UK law to ensure companies align their interests with those of wider society and the environment, and there are many amazing charitable organisations that campaign for and protect vulnerable and exploited workers around the world, such as Labour Behind the Label. Reach out to them to see how you can best support them.