We’ve all been a part of the push to determine presents for household and pals as the top of the 12 months approaches. Many firms even suggest beginning vacation buying months upfront to keep away from transport delays or out-of-stock notifications. The vacation season typically means a busy time for manufacturers — and that’s what occasions like Black Friday and Cyber Monday intend to capitalize on.
However shopper sentiments are altering. Individuals are questioning and anticipating extra of the manufacturers they store from. Manufacturers themselves are additionally saying no to the flash flood of demand and the push to produce. On this article, we wish to spotlight how companies can use the buying season as a chance to do good as a substitute of encouraging the identical previous shopper habits whereas sustaining a powerful model goal.
Highlighting different companies to help
As a substitute of sharing reductions, some companies select to spotlight small companies to help in a bid to provide again to the neighborhood and discourage extra consumerism.
Ocean Bottle, a reusable bottle model, highlighted different companies to help and why on Twitter and Instagram. The rationale, they shared, was to “…present how shoppers could be a power for good by highlighting a number of small manufacturers that might use [your] help that ‘do good’ too.”
The companies Ocean Bottle highlighted additionally match with the mission to ‘do good.’ Considered one of them was From Infants with Love, a “purpose-led sustainable gifting model” that donates 100% of its earnings to orphaned and deserted youngsters worldwide.
DAME, a sustainable interval merchandise firm, took its highlight a step additional, highlighting small companies in a single publish and educating shoppers in one other.
Together with Black Friday encouraging individuals to purchase greater than they want, one of many key statistics highlighted by DAME’s educative publish was illuminating on the push for extra sustainable practices through the buying season: eighty p.c of garments from Black Friday gross sales find yourself in a landfill.
🖊️
There are particular days for highlighting small companies across the buying season as nicely. Take a look at our article on Small Enterprise Saturday for some extra concepts.
Donate a share of your earnings as a substitute
Lately, extra manufacturers have switched up their Black Friday advertising technique by supporting social causes as a substitute. Many manufacturers select to donate the earnings from their buying season gross sales on Giving Tuesday or unbiased of any explicit occasion.
Misfits Market is a sustainable grocery firm that enables prospects to buy groceries in curated containers that might have been thrown out at big-chain supermarkets. As a substitute of providing reductions on Black Friday, they accomplice with Feeding America to donate cash and meals by their skipped field donation program. Clients can select to donate their order as a substitute of simply skipping it to earn factors.
Grove Collaborative, a house items firm, additionally skipped Black Friday altogether for Giving Tuesday, permitting prospects to donate or present a donation to a selected trigger.
Stasher Baggage, a reusable bag model, highlighted the advantages of buying from a sustainable model and provided a reduction.
As well as, they highlighted that they donate 1 p.c of their earnings year-round and made an extra pledge of $50,000 to the Surfrider basis throughout Black Friday.
Skipping Black Friday totally to do one thing totally different and make an announcement
Some companies select to skip Black Friday totally, creating their very own spin on the occasion. Rubies within the Rubble, a condiments model, shared that they’d be doing Inexperienced Friday – a day to buy from small, sustainable manufacturers as a substitute of Black Friday.
In one other publish, Rubies within the Rubble requested their viewers to tag small companies to buy from.
Ombar Chocolate additionally selected to do Inexperienced Friday as a substitute of Black Friday by highlighting different small companies and donating all of the earnings from merchandise offered to Fundación Jocotoco, a nature-focused nonprofit group.
Paynter, a sustainable style model, selected to donate as a substitute of reductions for Black Friday. Paynter’s animosity in the direction of the season may be linked to its model ethos to create a greater strategy to devour clothes.
The model solely releases new merchandise in batches, so its enterprise mannequin doesn’t lend itself to Black Friday as it’s at present practiced anyway. However they select to actively take a stance in opposition to Black Friday, going so far as closing store totally in October 2020 and as a substitute beginning their now widespread Paynter on the Pub meetups.
Like Paynter, That is Unfolded is a sustainable style model attempting to encourage low-waste consumption. The model creates made-to-order garments, solely making an merchandise when an order has been accomplished. The corporate created ‘Do Good Friday,’ a means for his or her prospects to buy higher and positively impression the world concurrently.
The concept is to spotlight companies and practices that don’t encourage waste or buy remorse, as Black Friday does.
Among the finest methods to method Black Friday from a brand new perspective is by encouraging acutely aware consumption – typically simpler in case your model already adopts sustainable practices. You’ll be able to maintain to the standard Black Friday model of providing reductions or new merchandise whereas additionally encouraging shoppers to buy sustainably.
That is the method that Pela, a telephone case firm, took by doing common Black Friday promotions by reductions whereas highlighting how buying from them advantages the planet. Along with supporting a small enterprise, buying at Pela implies that prospects donate to 1 P.c For The Planet, a nonprofit whose companions contribute 1 p.c of their gross sales to environmental causes.
Wild, a pure deodorant model, performed a marketing campaign in tandem with their Black Friday promotion, pledging to plant a tree with each order made.
On their weblog, Wild shared their motivations for approaching Black Friday on this method, saying, “As a small firm, we can’t cease the waste that each one Black Friday gross sales will trigger by not collaborating. As a substitute, we’re utilizing this time as a chance to problem buying habits for the higher and propel sustainable merchandise into the mainstream.”
EYO Lively, a health put on model, took an fascinating method to Black Friday by elevating their costs by 300 p.c.
The founder, Lucie Halley-Trotter, shared in an Instagram publish that she began EYO to deal with waste, not create it.
The publish went on to say, “Yearly, the massive manufacturers inflate after which slash their costs and stress individuals into shopping for issues they don’t want, and a whopping 80 p.c of it results in landfill. As a enterprise on a mission to empower ladies and get individuals to reappraise their relationship with quick style, I refuse to play ball. So, as a substitute of chopping my costs for the weekend, I’m tripling them.”
Lucie shared that they didn’t make any gross sales from this tactic – however that was the purpose. “We used this ‘vacation’ to indicate the world that we stand strongly behind our core morals,” she stated. The marketing campaign was well-received amongst shoppers, because the model shared in a follow-up publish, displaying that maybe shoppers are additionally on the lookout for extra sustainable methods to buy.
Most companies discover a variety of success across the buying season, so it’s not sensible to anticipate everybody to take a agency stance in opposition to Black Friday or Cyber Monday. There are different methods to reap the benefits of the season with out encouraging overconsumption, and these manufacturers have confirmed it.
What are your ideas on Black Friday? Do you typically discover that you simply make extra gross sales and get extra prospects throughout this era? We’d love to listen to your ideas over on Twitter @buffer.
