Imported from the United States, Black Friday is an annual promotional event that takes place a few weeks before the Christmas holidays. Every year, this event is awaited by millions of consumers who see it as an opportunity to find "good deals". But this "Black Friday" is above all a dark day for the planet.
Because Black Friday (or any other promotional event such as "French Days") is above all a major marketing concept which allows certain brands to offer discounts of sometimes more than 70%, in order to clear huge quantities of stock. You might ask: so what is the problem?
1. Encouraging overconsumption
One of the problems that this day highlights is that it places consumers in a sense of urgency, giving them the impression that they are going to miss out on a good deal that only lasts 24 hours. This leads them to rush into buying products they may not need. During Black Friday, the fashion (especially fast fashion) and technology sectors are the most popular with buyers, even though these industries are among the most polluting. According to a study carried out by Greenpeace in 2016, two thirds of French people say they have bought at least one item of clothing that they have never worn.
2. Overproduction by brands
The other pitfall that Black Friday reveals lies in the fact that some companies produce too much compared to demand, and subsequently need to sell off their stock to avoid losses. This mode of production is not responsible, since it generates significant pollution with a risk of unsold products being destroyed. As a slow fashion house of fine leather goods, we follow a principle of mindful production: producing less, but better, in order to avoid this surplus.
3. A price that is not transparent
This type of event also highlights opaque pricing policies. Year-round prices are inflated by brand margins and ultimately end up being of little benefit to the consumer, except during these "sale" periods. At Fleuron, we opt for a fair and transparent price for our customers, so that they pay the true value of the product. This is the reason why we do not hold sales or promotions, since we want to offer the "real" price all year round.
If we were ever to offer reduced prices, it would be outside sales periods, on a very limited quantity of pieces in order to help them find buyers. We are against the destruction of products and do not wish to use this method.
The counter-attack on Black Friday
Alternatives were born a few years ago in response to this commercial highlight, thanks to committed NGOs and brands. "Black for Good" or "Make Friday Green Again": these movements aim to raise awareness among citizens in order to encourage them to adopt more sustainable consumption. Fleuron mobilizes every year alongside these collectives, to raise awareness in our communities about the environmental impact of this event and restore meaning to the act of purchasing.
To adopt more sustainable consumption and do good for the planet, we recommend the "BISOU" method (French for "kiss"), which helps you distinguish between what is useful and what is superfluous:
- B for Besoin (need): what need does this purchase meet? Does it meet a need at all?
- I for Immédiat (immediate): can I wait a few days before deciding? Am I under time pressure?
- S for Semblable (similar): do I already have a similar item that I can still use?
- O for Origine (origin): where does this product come from?
- U for Utile (useful): do I really need it? Will I use it?
And we quickly realize that promotional events do not pass the test… So all together, let's be responsible citizens and adopt the right habits!