Skip to content

Your bag

Your bag is empty

thoughtful friday

our ethical alternative to black friday

The Thought:

We started thoughtful Friday back in 2015 as a more people and planet-friendly alternative to Black Friday.  On this day each year, we donate a proportion of sales to charity, giving back to communities in need and environmental causes.

The Feeling:

We are so grateful to you, our customers, for making Thoughtful Friday so successful every year. We are really proud of the impact these donations have had. Former charity partners have included The Trussell Trust, Black Minds Matter, The Woodland Trust, Trees for Cities and the Refugee Council. Through these donations we have been able to buy books, food, pay for therapy, plant trees, and so much more, and that is all because of you! So thank you for making it happen; below is a little nostalgic trip down memory lane, we look forward to having more successful Thoughtful Fridays every year.

Sign up using the form at the bottom of the page to be the first to find out about Thoughtful Friday 2023!

Thoughtful Friday | An Ethical Alternative to Black Friday 24507409793207

Thoughtful Friday 2021

The Wonder Foundation

Wonder is a woman-led charity focusing on helping women and girls to change their lives and communities through education.

As a brand that aims to help women feel more confident, we want to do what we can to help empower women throughout all aspects of their lives.

In 2015, through our donations to The Wonder Foundation, we were able to support mentoring and vocational training for 280 women.

Thoughtful Friday | An Ethical Alternative to Black Friday 24507411890359

thoughtful friday 2020

Black Minds Matter & Black Lives Matter and The Trussel Trust

Our donations to Black Minds Matter, connected members of the black community with qualified black therapists. 13 people received up to 12 sessions of therapy.

Our donations to The Trussel Trust, helped stock up food banks with fresh groceries, food and household items for people in need, and supported the BLM movement in fighting racism.

Thoughtful Friday | An Ethical Alternative to Black Friday 24507414577335

thoughtful friday 2019

The Woodland Trust

The Woodland Trust is the UK's largest woodland conservation charity, with a vision to see woods and trees thrive for people and nature.

As a brand that champions sustainability and has nature close to our hearts, we want to do all we can to help the natural world flourish.

In 2019, we donated 50% of web sales to help plant trees, protect and conserve UK woodlands. We aimed to plan 1500 trees, offsetting 340 tonnes of carbon.

Thoughtful Friday | An Ethical Alternative to Black Friday 24507416084663

thoughtful friday 2018

Trees for Cities & The Marine Conservation Society

Trees for Cities are the only UK chairty working at a national and international scale to improve lives by creating greener cities.

The Marine Conservation Society is the UK's leading charity for the protection of our seas, shores and wildlife.

Donating to both these charities was a perfect combination for us - a company that keeps sustainability and the planet at the heart of all we do.

In 2018, we donated half of our sales to planting trees in cities and helping preserve our marine ecosystems - two charities that are passionately working to help nature thrive.

Thoughtful Friday | An Ethical Alternative to Black Friday 24507418017975

Thoughtful Friday 2017


Crisis is the national charity for homeless people. They work directly with thousands of homeless people every year to provide vital help so that they can reubild their lives.

In 2017, we donated 50% of our sales to crisis, supporting homeless people across England, Scotland and Wales with education, housing, employment and healthcare services. Crisis offers one to one support, advice and courses to help people get out of homelessness.

Thoughtful Friday | An Ethical Alternative to Black Friday 24507419721911

Thoughtful Friday 2016

Refugee Council & London Wildlife Trust

Refugee Council is one of the leading charities in the UK working directly with refugees, and supporting them to rebuild their lives.

London Wildlife Trust is he only charity dedicated solely to protecting the capital's wildlife and wild spaces, engaging London'sdiverse communities through access to thir nature reserves, campaigning, volunteering and outdoor learning.

In 2016, we split our donation between supporting refugee relief efforts, and protecting London’s wildlife and wild spaces. The London Wildlife Trust manages over 40 wild spaces in the capital.

Thoughtful Friday | An Ethical Alternative to Black Friday 24507422638263

Thoughftul Friday 2015

Trees for Cities & Care International

Trees for Cities' aim is to create social cohesion and beautify our cities through tree planting, community-led design, and education and training initiatives in urban areas that need it most.

CARE International is one of the world's leading humanitarian and development organisations. They work in over 70 poor and developing countries, helping millions of the world's poorest people find routes out of poverty and through emergencies and crises.

In 2015, we just couldn’t whittle it down to one. We planted
trees with Trees for Cities, and helped CARE international reach the world’s mostvulnerable families.

Thoughtful Friday

Close Menu