Make Black Friday Work for You This Year

Black Friday isn’t going anywhere, but how people shop has changed. And that shift gives sustainable brands a real advantage.

You don’t have to sit it out to stay true to your values. You just have to approach it your way.

This is your moment to show that sales can still mean something. That growth can happen without compromise.

What’s Shaping Black Friday in 2025

Last year, UK online spending hit over £3.6 billion across Black Friday weekend. The numbers were up, but the mood was different.

Shoppers are more intentional. They’re checking sustainability claims, questioning packaging, and walking away from brands that don’t align with their values. One in four people have abandoned a purchase because a business didn’t feel environmentally responsible.

And now discovery is changing fast. AI search and shopping tools are surfacing brand information right inside results. Your content, sustainability credentials and delivery options are what customers see first. The brands that win are the ones with clarity, proof and purpose built in.

For sustainable businesses, that’s not pressure. It’s potential.

You Don’t Have to Opt Out to Stand Out

Skipping Black Friday used to make a statement. Now, it can make you invisible.

The smarter move is to reshape it. Use that same moment to share what makes your brand different. Maybe it’s how you design, source or give back. You could take part in Circular Monday, turn your promotion into a Green Friday event or stretch your sale into something calmer and more thoughtful.

Let’s be honest, everyone’s inbox will be full that weekend. The opportunity isn’t about being the loudest. It’s about being the most genuine.

Turning Black Friday into Something That Fits Your Brand

Slow down the sale

A 24-hour flash sale doesn’t build loyalty. Create space for customers to make considered choices. Run your campaign over a few days. Data shows that weekend sales now outperform Friday itself. Slow can sell.

Lead with value, not volume

Focus on what makes your products worth owning. Talk about the design, the quality, the story. It turns the purchase into a choice that feels good, not rushed.

Make offers that give back.

Tie your promotion to purpose. Plant a tree for every order. Offer repair credits. Support a cause your audience cares about. People remember impact more than percentages.

Sort your returns and packaging

Returns are one of ecommerce’s biggest environmental issues. Be clear, make it easy, and close the loop where you can. Even small improvements can cut waste and help get your point across.

Communicate with clarity.

Say what you stand for. Be open about what’s working and what’s still in progress. People connect with honesty and action, not perfection.

A Simple Plan to Make It Work

Six to eight weeks before
Review your products and choose what fits your sustainability goals. Build your message around those items.

Four weeks before
Start warming up your audience through email and social. Talk about your purpose, tease your offers and create useful content that adds value before the sale even starts.

Two weeks before
Check your website experience. Update product descriptions, test your site speed and make sure sustainability claims are easy to find.

Black Friday week
Keep it calm and consistent. Track what’s working, tweak if you need to, and respond to your audience in real time.

After the sale
Thank your customers. Share your results and impact. Show them what their purchases helped achieve. That’s how you turn a sale into a relationship.

Avoid the Traps

• Deep discounts that undercut your long-term value
• Claims that sound sustainable but lack proof
• Hidden policies or confusing terms
• Treating packaging and fulfilment as afterthoughts

Every touchpoint reflects your brand. Keep each one consistent with what you stand for.

What It Means for You

Black Friday is still one of the biggest moments of the year. Ignoring it means missing the spotlight, but joining in differently lets you own it.

Do it on your terms. Create a campaign that builds loyalty, keeps integrity and shows what your business really stands for.

We help brands like yours design strategies that feel right and deliver results.

Let’s talk about your next project.