At fashion chain Fat Face, today is “thanks for giving” day, while ethical brands Traidcraft and People Tree are telling their shoppers it’s “Just Friday” and independent booksellers are promising that Saturday will be “Civilised Saturday”.
A growing number of brands and retailers are cooking up charitable alternatives to the frenzied consumerism of the US-inspired discount day.
“It’s obvious that consumers are growing tired of this materialistic consumption culture,” said Larry Bush, Traidcraft’s marketing director. “Imagine if just 1% of the [more than] £1bn that retail analysts predict will be spent on Black Friday was spent with ethical, fair-trade organisations.”
A survey carried out for Traidcraft suggested that 43% of British shoppers would like to see an end to Black Friday.
As part of its counter-movement, FatFace will involve store staff and shoppers in helping locally chosen charities. It will donate 10% of any profits made over the weekend, up to a total of £250,000, to those charities. Braintree Clothing, meanwhile, is donating half the value of sales via its website to charities, including Trees for Cities and Care International.
Civilised Saturday will see booksellers around the country offering massages, tea and cake to soothe weary shoppers.
