A recent survey has revealed that 14.5 million UK residents, or 27% of adults, would be willing to “boycott” Black Friday, with many expressing growing concerns over the environmental impact of the annual shopping event.
Research conducted by environmental charity Keep Britain Tidy found that 16.6 million people, around 31% of the adult population, said they “hate” Black Friday, and the majority of respondents felt it encourages excessive consumption.
Black Friday, a retail tradition imported from the United States and held the day after Thanksgiving, has become a key driver in the UK’s November spending, amounting to an estimated £3 billion. It also serves as the kickoff to the holiday shopping season, accompanied by Cyber Monday, often resulting in increased consumer purchases driven by steep discounts.
The waste our nation generates is a huge issue all year round, but is exacerbated at this time of year, as seemingly large discounts persuade people to buy items they don’t need and can’t always afford
The YouGov poll conducted for Keep Britain Tidy highlighted growing awareness of the environmental consequences associated with Black Friday. Findings showed that while 54% of UK adults have made a purchase on Black Friday, 70% believe the event promotes overconsumption, 42% see it as harmful to the environment, and half agree that it contributes to landfill waste. Additionally, 41% noted that the increase in new purchases adds to carbon emissions, impacting the climate.
The environmental footprint of Black Friday has scaled up in recent years as the shopping event has gained international popularity. In the UK, carbon emissions from the home delivery of Black Friday orders were estimated at 429,000 metric tons in 2020 alone.
Buy Nothing New Month
In response, Keep Britain Tidy has launched its Buy Nothing New Month campaign, urging consumers to resist Black Friday’s allure and consider eco-friendly alternatives throughout November. The initiative, which won Campaign of the Year at the National Recycling Awards, promotes practices such as reusing, repairing, and opting for preloved items. This year, Keep Britain Tidy also introduced a revised waste hierarchy to guide the public on waste prevention, aiming to accelerate a circular economy transition in the UK.
The research underscores public support for more sustainable shopping habits. According to the poll, 63% of adults view campaigns like Buy Nothing New Month positively. Data also revealed financial concerns around Black Friday spending, with 58% of those who made a purchase reporting they borrowed on credit, and a further 8% admitting they ultimately did not need the item.
Allison Ogden-Newton OBE, Chief Executive of Keep Britain Tidy, said, “The waste our nation generates is a huge issue all year round, but is exacerbated at this time of year, as seemingly large discounts persuade people to buy items they don’t need and can’t always afford. Today’s figures show that people are ready to take up the challenge to ‘buy nothing new’ for a month – and that could make all the difference to our planet.”
Throughout November, Keep Britain Tidy and sustainability experts will provide resources and advice on local shopping, reusing, and borrowing as alternatives to buying new items. The charity hopes these efforts will resonate with a public increasingly concerned about environmental sustainability and conscious consumption.
