Only 28% of Britons like Black Friday, Survey Suggests

The Thought: As we prepared for our 8th installment of Thoughtful Friday, we wondered how the UK public felt about the sale period and whether or not support for it remained strong in 2022? 

The Feeling: Sustainability is now one of the key areas shoppers look at when making purchases, and we think this will play a big part in many decisions this Black Friday, so we ran a survey of over 1,000 members of the UK public to gauge their feelings on the biggest sale of the year. 

The Results: After completion of the survey we found that only just over 28% of the public liked Black Friday, with 32.8% unsure on how they feel about it and almost 39% reporting that they actively did not like the sale period. 

We have been building Thoughtful Friday since 2015 and are so proud and grateful for the continued support shown by the public. What started as a drive towards a planet-friendly alternative to Black Friday, has since turned into a great initiative promoting some of the most important charities and social initiatives in the UK and beyond. 

We recognise the increased importance of sustainability when it comes to fashion and retail choices, this importance is also recognised by the British public who are increasingly looking for more ethical clothing whether it be more eco conscious dresses or sustainable socks.

Sustainable Shopping tips for Black Friday

With public sentiment around Black Friday waning, we compiled some helpful tips for shopping sustainably throughout the holiday season. 

1. Shop with ethical brands 

Shopping with ethical brands is a great start and whilst it can be tricky to work out which companies are backing up their claims, a bit of research online can go a long way. Our Thoughtful Friday initiative is a great opportunity to find ethical clothing at a good price. 

2. Think about the impact of the item after purchase 

Whilst shopping with ethical brands is great, thinking about the impact of the item after purchase is also essential. A lot of clothing can end up in landfill so it is important to recycle old items and pass them on to someone else who will love them after you. 

3. Only buy items that you will love 

Our third tip is to only buy items that you love, this will increase the chances of them becoming a mainstay in your wardrobe leading to good value both for you and the planet. 

4. Invest in better quality clothing that will last 

Lastly, investing in good quality clothing will also have benefits for you and the environment as you will spend less on replacing older clothing and reduce the amount of waste that ultimately may end up in landfill or not being recycled or reused. 

Sustainability is becoming more important to the everyday consumer, and with our recent survey showing just over 28% of shoppers in the UK actually like Black Friday, perhaps it’s time to shift towards something more thoughtful. 

*Survey of 1,022 participants was completed using Google Surveys