Black Friday 2024 unpacked: A global perspective on consumerism and sustainability

Black Friday is no longer just a day – it’s a season. For weeks leading up to the event, consumers face an onslaught of emails, deals, and promotions. This year, record-breaking sales figures reflect a consumer appetite that shows no signs of slowing down, yet the cultural narrative around Black Friday grows more and more complex.

How do we reconcile the rising popularity of this shopping phenomenon with growing awareness of its environmental and social impact? The answer lies in examining global perspectives, cultural dichotomies, and the shifting strategies of retailers.

Rising sales in a time of reflection

Despite calls to rethink consumerism, Black Friday sales continue to climb. In 2024, U.S. consumers spent an unprecedented $10.8 billion online during Black Friday, up 10 percent from the previous year. This surge, fuelled by mobile shopping, saw peak spending of $11.3 million per minute. However, in-store sales showed only marginal growth, with foot traffic declining. This shift reflects the rise of convenience-driven online shopping, which was accelerated by the pandemic.

While sales figures boom, there’s a parallel cultural narrative questioning the sustainability of these practices. Consumers may feel uneasy about the environmental consequences of impulsive buying yet participate for practical reasons, such as purchasing discounted essentials or completing Christmas shopping early. This duality reflects the cognitive dissonance many face during Black Friday.

A global perspective on Black Friday

Black Friday’s impact isn’t universal. For example, in Asia, Singles’ Day on 11 November overtakes Black Friday in scale, with many brands offering immersive shopping experiences and live-streamed events and entertainment. Meanwhile, in Europe, countries like Denmark often challenge the traditional Black Friday ethos. With its design heritage and emphasis on durability, some Danish brands actively opt out of Black Friday, positioning themselves against overconsumption.

Yet even in markets where sustainable practices are embraced, the same tensions remain. Denmark, for example, boasts one of Europe’s highest clothing consumption rates, despite its cultural narrative of mindful purchasing. These global disparities show how consumer behaviour and brand positioning are shaped by cultural and economic factors.

Economic drivers and consumer behaviour

Economic realities heavily influence Black Friday participation. Rising costs of living push many to capitalise on discounts, using the event to afford items they might otherwise forgo. From refrigerators to children’s toys, Black Friday becomes an opportunity for necessary purchases rather than indulgent spending.

Yet this focus on affordability amplifies concerns about planned obsolescence and waste. Many items purchased during Black Friday are discarded within a year, contributing to mounting landfill waste. For instance, research shows that up to 80% of Black Friday purchases are quickly disposed of, adding to the cycle of overconsumption.

Meanwhile, the global market for secondhand clothing alone was valued at almost $200bn in 2023, with Statista predicting sales to grow by around $100bn by 2026. Reflecting this trend, European secondhand marketplace Vinted turned a €20.4m loss in 2022 into a €17.8m profit in 2023, underscoring the financial viability of circular economy models.

The growing popularity of secondhand shopping reflects a broader cultural move toward circular economies, where products are reused, repaired, or recycled rather than discarded. For brands, this trend signals an opportunity to align with consumer values by exploring resale programmes, durable designs, and sustainability-focused initiatives to ensure long-term relevance in an evolving market.

Participation or resistance in retail trends?

The retail industry faces a pivotal question: embrace Black Friday or resist it? Some brands that once abstained have ramped up their involvement, extending promotional periods to weeks rather than days. Others have taken a stand, emphasising quality over quantity and promoting alternative models like repair services or subscription-based offerings.

These divergent strategies highlight a broader shift in value creation. Instead of relying on high-volume sales, innovative brands explore recurring revenue streams or sustainable practices, such as ‘right to repair’ services. This approach not only reduces reliance on promotions like Black Friday but also aligns with growing consumer demand for sustainable options.

The role of design in shaping the future

At its core, Black Friday offers insights into cultural values. Denmark, for instance, has a rich heritage in long-lasting design, reflecting a societal preference for longevity and craftsmanship. This philosophy contrasts sharply with the disposable nature of many Black Friday bargains. Design has the power to reshape consumer expectations, steering us towards more sustainable behaviours.

The right-to-repair movement, already gaining traction in the European Union, represents another opportunity for innovation. From criminalising planned obsolescence in France to petitions for repair laws in the U.S., these efforts demonstrate a growing appetite for systemic change.

Rethinking the future of consumption

Black Friday encapsulates the tension between economic growth and sustainability. While it remains a cornerstone of global consumerism, its future will depend on how brands and consumers navigate this evolution. As businesses reconsider their participation, design emerges as a critical tool for fostering sustainable practices and creating long-term value.

For those willing to challenge the status quo, Black Friday isn’t just a sales event, it’s a chance to rethink how we consume, design, and live.