What if this Black Friday we don’t let ourselves be tempted by the offers?

Hurry, hurry, run! All at half… double.

Like many other marketing actions, the black friday It started in the United States: the day after Thanksgiving, people began their Christmas shopping, taking advantage of the day off after the family celebration. After the sales of that Friday, the losses that the businesses obtained during the year (or Red numbers) were transformed into black numbers or earnings.

For more than a decade, and with the rise of electronic commerce, this huge consumer festival has not stopped growing worldwide. It is estimated that in black friday this year (November 25), consumers are willing to spend more than the year before. More specifically, the Spanish consumer would be willing to spend 210 euros, the Brazilian 72 and the Filipino 60. These figures are still very far from the average spending of the Americans (€429), Canadians (€381) and the British (€351). ).

But there is no consensus on the forecasts. With the current economic crisis, other studies estimate that both the sales of the black friday such as those for Christmas will be significantly lower than those of previous years.

The Spanish Logistics and Transport Business Organization (UNO) is in the same line, which expects “logistics and transport companies to manage 5.3% fewer shipments than in 2021 to meet the peaks in demand that will be registered during the black friday and the Christmas campaign.

nerve shopping

Regardless of the spend, as some companies begin to launch their promotions it becomes more difficult to identify whether the offers online are authentic, or if the website has been gradually inflating the prices in order to make a discount that allows you to keep your profits.

The black friday plays with the concept of scarcity and the FOMO effect (Fear Of Missing Outthe fear to miss something), as many consumers believe that these prices and discounts will not be available again until the following year. However, some research has revealed that many of the discounts on the black friday coincide with similar sales that take place throughout the year.

Hunting for the fake offer

In 2021, the British consumer association Which? reported that 90% of the bids in the black friday they were the same price six months before the sales or, more worryingly, they were even cheaper.

In this sense, according to a survey by the Facua consumer association in which more than 8,000 Twitter users participated, 84% of Spanish consumers believe that most businesses offer false discounts during the black friday.

For some years now, hashtags such as #BlackFraud and #BlackFraude have been used on social networks to denounce alleged offers that are not really offers.

Another Spanish consumer organization, OCU, has been monitoring prices since 2015 for thousands of products on this big sales day. To do this, in 2021 it monitored the price of 16,270 products from 52 different stores for 30 days. The result was that almost a third of the products (32.5%) presented higher prices in the black friday while only 11.8% cost less than during the previous days.

To avoid deception, the consumer can use any of the existing price comparators. Tools online such as Camelcamelcamel, Keepa or Idealo allow the buyer to assess whether the purchase he is going to make is truly an offer or simply a pricing strategy.

The proposal green friday It calls for consuming local and sustainable products, second-hand and fair trade.
Shutterstock / 22Images Studio

Sustainable alternatives to ‘Black Friday’

Given the excessive consumption during the black fridayfor several years initiatives have been carried out that promote social rights and the defense of the environment.

The Giving Tuesday is held on the Tuesday following the black friday as a solidary response to consumption. The intention is to encourage people’s good deeds and it is already a worldwide movement that lasts all year round and inspires hundreds of millions of citizens.

The same Friday of black friday are also called:

  • The green friday, which focuses on excessive consumerism and promotes shopping at local businesses, second-hand sales or recycling. Environmental activists and NGOs began to mobilize to demonstrate that another type of consumption is possible, following in the footsteps of fair trade.

  • The buynothingday (buy nothing day) proposes a 24-hour detox from consumerism and an opportunity to understand the impact that shopping has on the environment. Under the motto “buy less and live more” or “participate without participating”, it advocates that during the black friday don’t buy anything.

  • MAKE SMTHNG try to counter the megamoment of consumption that is celebrated every last Friday of November. Promotes creative alternatives to improve the world, making instead of buying and sharing skills and knowledge. It is a movement endorsed by Greenpeace to improve people’s abilities to fix and create special and unique things from reused materials.

To end

No one doubts the environmental impact of black friday which includes, among others, the emissions derived from the delivery of millions of packages in a very short time, the excess packaging of products, the returns of all items that are not needed or the waste generated after a very short useful life.

As modern shoppers turn to brands that value sustainability and positive impact, many companies are looking to whitewash their image to continue selling.

The green wash either greenwashing It is a strategy by which companies try to make their products appear environmentally friendly when in reality they are not. The campaigns of black friday They can be a good showcase to try to take advantage of those (increasingly) buyers who care about social or environmental aspects.

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