Can Black Friday and Sustainable Fashion Co-Exist?

Overview

Black Friday and Cyber Monday drive big money. They boost shop income but also feed waste. Sustainable brands try hard to keep eco values and make a fair profit.

The Financial Reality

• WooCommerce shows 73% of shops say that Black Friday, Cyber Monday, and holiday sales bring more than 20% of yearly income.
• Of these shops, 28% state that these days add 30–50% of their annual income. Eight percent even say this period makes more than half.
• McKinsey notes that rising costs curb extra spending. Thus, brands must attract buyers who seek truth and green values.

Industry Perspectives and Challenges

• Sustainable brands face a hard choice. They can join discount sales, but that may harm long-term eco values. Anna Woods of Positive Retail says too many markdowns "kill the industry" by making buyers crave only deals.
• The British brand Not Basics joins sales as a survival act. They encourage buyers to invest in natural fibers instead of impulse buys.
• Shopify’s EMEA director, Deann Evans, notes that 20% of buyers plan to shop more carefully in the 2025 holidays. Many brands use their green aims to build close loyalty.

Brand Approaches to Black Friday

Christy Dawn: Entry Point for New Customers

• Christy Dawn offers a simple version of its popular organic cotton dress for $99 (retail value $198) before Black Friday. This move draws new customers.
• In November 2024, orders jumped 121% compared to normal months. Forty-four percent of buyers were new.
• The brand runs a 30% off inventory sale by Black Friday. Yet it focuses on easing new customers into green fashion rather than offloading excess stock.

Everlane: Philanthropy and Transparency

• Everlane pairs steep Black Friday discounts (up to 70% off) with donations through its Black Friday Fund.
• To date, Everlane has donated over $1.57 million to fights against plastic waste and to boost worker rights.
• In 2025, $50,000 went to Good Growth’s regenerative cashmere project in Mongolia. This project fights land decay while boosting social good.
• This fund joins Black Friday to tap into higher customer interest.

Veja: Rejection and Repair Focus

• In 2017, Veja opted out of Black Friday. It rejects deep discounts and mass overproduction.
• Since 2023, Veja has hosted Repair Friday. On this day, buyers can bring sneakers from any brand to free repair events worldwide.
• This effort makes items last longer, cuts waste, and stops unused goods from being shipped to poorer areas.
• Veja’s Clean, Repair, Collect project (since 2020) also urges repair and proper end-of-life care for products.

Asket: Complete Black Friday Shutdown

• Swedish brand Asket has closed its stores and online sales on Black Friday since 2017. They stand strong against consumption-driven events.

Conclusion

Green fashion brands try many tactics on Black Friday. They offer entry products, support green causes, run repair programs, or even shut down sales. This mix shows the tension between profit and eco duty. Many brands now strive to balance buyer deals with true, long-term green commitments amidst changing consumer habits.

Source: Vogue Business, November 20, 2025

Design Delight Studio curates high-impact, authoritative insights into sustainable and organic product trends, helping conscious consumers and innovative brands stay ahead in a fast-evolving green economy.