Sustainable shopping: Navigating Black Friday marketing
Here's our advice for keeping sustainability in mind for your Black Friday marketing campaigns.
Black Friday and Cyber Monday have become annual phenomena that signal the beginning of the holiday shopping season in the United Kingdom. Originally, it was an American tradition that saw customers camp out for the best deals from stores around the USA. Cyber Monday, its digital counterpart, capitalises on online sales and offers bargains across the web. Over the last couple of years, these two days have swiftly embedded themselves in the UK retail landscape, enticing shoppers with deals and discounts in-store and online.
While these sales offer consumers an opportunity to grab items at a fraction of their original cost, they also pose challenges, particularly in the context of sustainable shopping. The sheer amount of sales can lead to overconsumption and environmental concerns, prompting us as marketers to reconsider our campaign strategies and be more mindful of how they impact the environment, especially as we are on our journey to become a B-Corp certified company.
So as marketers how can we help promote sustainable shopping through our Black Friday marketing campaigns? We've put together some advice and tips on how you can avoid the negative environmental impacts of this sales season while still seeing positive results for your campaigns.
How Black Friday deals impact consumer behaviour
The temptation of big discounts and exclusive deals significantly influences customer behaviour, prompting a sense of urgency and desire to grab those limited-time offers. Mixed with the convenience of online shopping and next-day delivery during the Black Friday weekend, it has led to a significant increase in spur-of-the-moment and unnecessary purchases.
As a result of increasing customer purchases, we see more and more Black Friday campaigns promoting all kinds of products to consumers who wouldn't regularly make that purchase. It's an easy trap for us as marketers to fall into as we love to see our campaigns succeed however, we need to do things in a more sustainable and responsible way.
How do we plan our campaigns with sustainability in mind?
We've seen some big brands over the last couple of years opt-out of Black Friday but we understand that isn't an option for everyone. We suggest focusing on more personalised and targeted marketing campaigns over this period. This can help reduce your promotional efforts and avoid unnecessary purchases by customers. This strategy also ensures your ads are relevant and welcomed by the audience.
People are going to be flooded with offers and sales for things they wouldn’t normally purchase so it’s crucial we think of the environment and target specific audiences to avoid this unnecessary promotion.
Alternatives and ethical shopping for your Black Friday campaign
Most campaigns solely focus on traditional, high-volume sales for Black Friday. Whether it's 50% off of a television or a new coffee machine you'll use once we should probably consider incorporating and promoting alternatives and ethical shopping habits.
What should you promote instead?
Showcase brands that prioritise sustainable practices, highlighting their commitment to eco-friendly materials, fair labour practices, and a reduced carbon footprint. Promote longevity by emphasising quality over quantity, encouraging customers to invest in products that stand the test of time. We’ve recently seen the rise of Small Business Saturday, local markets, and the growing popularity of eco-conscious brands. Small Business Saturday has been running for 14 years now and has seen growth every year!
As shoppers' habits begin to shift to be more mindful of the environment, our job as marketers is to promote more long-lasting and eco-friendly purchasing options during the sales season.
Balancing Black Friday sales and values
Instead of solely focusing on steep discounts, you can use this time to promote your brand and values.
Whether taking the stance of opting out altogether or using it as an opportunity to build trust and brand loyalty. There are still marketing benefits in this holiday that aren't all sales and discounts. This could be by providing information on sourcing, production methods, or ethical practices you take.
Additionally, we as marketers can incorporate a sense of responsibility by promoting conscious consumption and discouraging excessive buying. Think about charitable contributions or environmental pledges that can also add a positive dimension to Black Friday campaigns.
Striking a balance between attractive deals and values not only aligns with the growing consumer demand for ethical practices but also contributes to the long-term sustainability of the brand.
In conclusion
Customers will always be tempted by exclusive discounts and sales but our role as marketers is to navigate the black Friday sales season strategically with creative stand-out campaigns while promoting sustainability.
Try not to focus on volume, and instead personalised and targeted marketing, reducing unnecessary promotional efforts and promoting a more thoughtful experience for your customers. Embrace alternatives and ethical shopping by highlighting brands committed to eco-friendly practices and longevity.
Our B-Corp journey
To learn more about our journey to becoming a B-Corp certified company, including an in-depth explanation of what it truly means, read our blog about The first steps.