Black Friday: the pinnacle of mass consumption?

Black Friday Issues 

In a previous article, we explained why we don't have sales.
In reality, these major global promotional events often correspond to periods of intense overconsumption. We observe that during sales or Black Friday, purchases increase considerably, very often without real necessity. Yet, we are all aware of the environmental and social impacts that this overconsumption generates.

Today, we'll tell you a little more about Black Friday, fast consumption and its consequences. We'll also share how to consume better in the long term: slow production, slow consumption and anti-overconsumption measures such as Green Friday and Giving Tuesday. It's all there!

Black Friday 

Black Friday comes from the United States in the 30s, a temple of mass consumption. It takes place every year on the Thursday after Thanksgiving, the fourth Friday of November. On this "Black Friday," stores and brands offer huge promotions. This day also marks the start of the holiday shopping season, encouraging people to buy even more.

Extended online with the rise of e-commerce, Black Friday can very well be practiced today, from your own couch. In the United States, shoppers still go to stores a lot, which is less the case in Europe. The main problem does not lie in the monumental crowds in stores during Black Friday, but rather in the colossal overconsumption. Consumers rush to promotions and buy in bulk. 

Black Friday has become so popular in recent years that it has extended over a week. Online, promotions start as early as the Monday before Black Friday. But consumption does not stop there. It is followed by Cyber Monday, a Monday for online shopping, the concept remains the same but exclusively on the internet. 

More than half of French people plan to shop this year. According to an Ipsos study for the price and product comparison site Le Dénicheur, Black Friday is particularly popular with 18-34 year olds since nearly 80% of them plan to take advantage of it. Despite the environmental issues that this event raises, Black Friday is gaining even more popularity.

Encouraging fast production and overconsumption

Thus, Black Friday is a very popular event, but it remains problematic. It strongly encourages consumption with the famous FOMO (Fear Of Missing Out) : the fear of missing out on something, missing an important event. The substantial discounts only last for the duration of this crazy day, so consumers want to jump on the opportunity and not miss a good deal. They consume excessively during this period which falls one month before Christmas, the perfect time to buy gifts at bargain prices. But who says mass consumption also says mass production with all the environmental problems that this entails.   

The consequences and limits of fast production 

The example of fast fashion

Fast fashion is a perfect example of overconsumption and overproduction. Collections change regularly to offer new items to shopping-loving consumers. 

Fast fashion stores renew their collections at a very fast pace, much faster than traditional fashion. Some, like Zara, offer up to 24 collections per year, while others, like Shein (an ultra fast-fashion brand), launch new items every day, equivalent to hundreds of micro-collections per year. This pace leads to constant overconsumption, with significant environmental and social consequences. This leads to the exploitation of workers in developing countries.

Another very major consequence: the significant waste of resources. A very large amount of pollution is linked to the processing of materials and the transport of items to European countries. Finally, the overconsumption of clothing leads to significant waste and generally unrecycled.

It is estimated that one person produces on average between 11 and 15 kg of textile waste per year, depending on the country and consumption habits, which is colossal. Let's remember that fast fashion is the second most polluting industry after the oil industry.  

But fast consumption is not only present in the fashion industry, it applies everywhere. For clothing consumption, of course, but also for food and all types of material goods (or non-material services). Not to mention furniture, decoration, personal care, cosmetics...

Fast consumption causes numerous environmental damages, both in terms of pollution of the planet and depletion of resources that are precious. In addition, the globalized economy in which we live assumes the transport of goods from the other side of the world, by ship or by plane. This remains highly polluting. Finally, the workers, as mentioned earlier, are victims of exploitation and inhumane working conditions. 

As you may have understood, Black Friday as well as overconsumption are harmful to the environment and workers. We are offering you today some tips to learn to consume better by boycotting events like "Black Friday":

A change in consumption habits

Slow consumption 

Slow consumption, as its English name indicates, is the opposite of fast consumption. Compulsive purchases are prohibited. We make room for necessary and thoughtful purchases. We consume better, more intelligently and more responsibly. Buying is no longer an end in itself, it is the result of a real need. The concept of slow consumption can be applied endlessly: for fashion, food, energy, cosmetics, decoration...

Slow production 

Slow production goes hand in hand with slow consumption. For more responsible and ethical consumption, production must be thoughtful but above all humane and not harm the environment. At Meanwhile Boutique, we attach great importance to the production of a creation, as well as the choice of materials and the conditions of workers. This is why we have established a selection charter that our collective of brands strictly respects. Slow production is therefore taking the necessary time to produce. Not producing excessively, making sure that workers can develop in good working conditions.

This is also why one of our values is that of production on demand. We also promote the principle of pre-ordering. Making sure to have enough pre-orders to start production. This avoids overproduction and limits waste. Thanks to slow production, consumption can be more ethical and more responsible. 

The benefits are certain: a less polluting industry, less wasted resources, and workers respected, considered in their work, and paid their fair value. The only limit that could be raised is time, and that is indeed the main point. By taking the time, the items are all the more high-quality, appreciable and desired by consumers. 

 

Who says slow consumption and slow production says...  slow delivery!

Finally, following slow consumption, slow production highlights slow delivery. In order not to waste resources excessively, slow delivery allows goods to be delivered normally. Production on demand and personalization transform a product into a unique object, designed specifically for the consumer. This object takes on more value and lasts over time. Its purchase is thoughtful and even if the delivery is longer, the good remains just as appreciable if not more. This so-called "slow" delivery allows to respect the working conditions in production. It also allows not to use too many resources for the delivery of the good.  

 

Some tips to consume better 

We advise you to ask yourself questions before buying: do I really need it? Am I really going to use it? Am I really going to wear it more than 10 times?

The BISOU method is a simple and effective tool to adopt more responsible consumption. It is based on five questions to ask yourself before a purchase:

• Need: Do I really need it?
• Immediacy: Can I wait?
• Semblable: Do I already have a similar object?
• Origin: What is the origin of the product?
• Utility: Will this object really be useful to me?

By taking the time to think about these elements, this method allows to slow down impulsive purchases and limit overconsumption.

This allows you to make more thoughtful purchases and thus commit to the environment. We also advise you to pay attention to the materials and the labels. For example, a garment in organic cotton allows you to know that less water was used for the production of your t-shirt. In addition, a label can also certify the origin of the material, its eco-responsible nature or even certify that a good is vegan for example. 

To consume better, you can also choose to consume from committed brands which, like at Meanwhile Boutique, do not have sales, or which support movements going in the opposite direction of Black Friday like those we present to you today.

Alternatives to Black Friday 

Green Friday 

To face Black Friday and mass consumption, a committed movement is emerging: Green Friday. This movement reminds that the act of purchase is a powerful act and that it can be a symbol of commitment. It does not want to make buyers feel guilty but raise awareness of a fairer and more responsible mode of consumption. It insists on the fact that individual actions can have a great reach. 

Green Friday is turning towards committed companies that advocate for the preservation of the environment. It is no longer making impulsive purchases. It is committing against Black Friday and its overconsumption logic. You will have understood, the goal is to allow every citizen to make their contribution in favor of the planet.

For this, they organize actions, and events to raise awareness of responsible consumption. The companies that choose to participate must not apply discounts on this Black Friday and pay 10% of their turnover made that Friday to the Green Friday association.

All the information is available on the Green Friday website.

Giving Tuesday 

Giving Tuesday is a committed non-profit event. It appeared in 2012 in the United States and is becoming popular in France from 2018. It is a global movement that highlights generosity and solidarity. It encourages donations whatever they may be: money, time, objects, food and many more. Citizens are encouraged to commit for this global day of generosity. In practice, there are 150 countries involved, more than 180 actors with 5 forms of donations possible. Company, community, community or simple individual, everyone can commit and show generosity on this Giving Tuesday. 

Have you already thought about your #GivingTuesday?

Make Friday Green Again

This alternative was launched in 2019 by the brand FAGUO. This movement now brings together more than 1200 brands that do not participate in Black Friday. The brands of the Make Friday Green Again advocate for returning to a more responsible and thoughtful consumption in order to fight against global warming.

We also find other alternatives to counter Black Friday overconsumption. Among them: Circular Monday or Solidarity Friday which highlight the circular economy and local merchants. 

Like Green Friday and Giving Tuesday participants, Meanwhile Boutique is actively committed to making consumption thoughtful, responsible, and ethical. To this end, our charter, based on 5 pillars and 17 eco-responsible values, incorporates the principle of made-to-order production. Some of our committed creators use this production method, and we are grateful to them for it. Slower, more ethical production means less waste, no overproduction, and no overconsumption. We hope you understand why we don't offer 24-hour delivery.

We invite you to discover all our committed brands and our eco-responsible collections.