To the sustainable e-commerce owner who isn’t ready for Black Friday 🖤🌏

You don't have to sell your soul... there's another way

The Black Friday Paradox

If you run a sustainable e-commerce business, the consumer frenzy of Black Friday might feel like a paradox. How do you balance the drive for profits with your commitment to sustainability?

And what if you’re not prepared to join the rush? Don’t worry, I’ve got you covered. This guide is designed to provide actionable steps that don’t go against your sustainability commitments and aren’t about entering into a price war with massive dropdowns. And of course, we’re not about overproduction either.

This newsletter covers:

• rethinking Black Friday in the context of sustainability

• 7 strategies for a sustainable approach

• case study examples

• metrics to track impact

• actionable steps for a sustainable Black Friday

  
  

Re-Thinking Black Friday in the Context of Sustainability

While traditional Black Friday strategies focus on high sales volumes and heavy discounts, a sustainable approach requires rethinking. As a sustainable business, your objective is not merely transactional. You're in it for the long game, aiming to make a positive social and environmental impact.

Think Patagonia back in 2011. Their Black Friday campaign in The New York Times was a full-page ad demanding people NOT to buy their jacket. Sales rose 30% following the campaign. While sceptics might debate this is a lesson in reverse psychology, it’s more than that. It goes to show that building a brand is about consistent messaging of your values system. Patagonia’s values run through the entirety of their customer experience. And in the long term, that pays off.

7 Strategies for a Sustainable Approach

1. Anti-Black Friday Campaigns

Action: Use your platform to educate customers about the environmental impact of overconsumption.

2. Pre-order Products

Action: Avoid leftover stock by allowing customers to pre-order their items. Make delivery times clear so you’re transparent if it will take slightly longer for their orders to arrive.

3. ‘Green Friday’ Alternatives

Action: Instead of discounting products, offer to make a % donation to a sustainable initiative of your choice, for every purchase made during the Black Friday weekend.

4. Limited-Edition Sustainable Products

Action: Use this high-traffic period to re-launch a new, eco-friendly product line with limited availability to create scarcity.

5. Zero-Waste Packaging

Action: Introduce new, reusable packaging for orders made from Black Friday onwards to emphasise your commitment to sustainability.

6. Virtual Workshops

Action: Host online workshops on sustainable practices, offering valuable content rather than discounts.

7. Long-Term Loyalty Programs

Action: Encourage long-term commitment from your customers by introducing loyalty programs focused on sustainability.

Case Studies: Sustainable Black Friday Initiatives

1. Patagonia's “Don’t Buy This Jacket” Campaign

Patagonia used a Black Friday to urge consumers not to buy products they don’t actually need, while educating them about the environmental cost of manufacturing.

2. REI’s #OptOutside Campaign

Instead of driving sales, REI closed its doors on Black Friday to encourage people to enjoy the outdoors, aligning with their brand’s sustainable ethos.

3. Ecosia’s Plant a Tree Campaign

The search engine Ecosia, which uses its revenue to plant trees, doubled its efforts on Black Friday, committing to planting twice as many trees for each search conducted.

Metrics to Track Impact

1. Engagement Rate on Sustainability Content: Monitor the views, likes, and shares on your sustainability-focused Black Friday content.

2. Long-Term Customer Retention: Track how many customers gained during this period stick around for future purchases.

3. Customer Feedback: Run surveys or invite reviews to gauge customer satisfaction and perception regarding your sustainable Black Friday initiatives.

Actionable Steps for a Sustainable Black Friday

1. Plan Early: Plan your sustainable Black Friday campaign at least three months in advance, so like now. 😬 Get moving!!

2. Stakeholder Involvement: Involve all departments from marketing to supply chain in planning.

3. Educational Content: Start rolling out educational content related to sustainable consumerism weeks ahead of Black Friday.

4. Partnership: Collaborate with other sustainable brands to increase reach.

5. Inventory Check: Make sure you have a sustainable plan for any leftover inventory

6. Customer Communication: Clearly communicate the why and how of your alternative Black Friday strategy to customers.

7. Monitor Real-Time Data: Use analytics tools to track metrics during the campaign.

8. Post-Campaign Analysis: Conduct an in-depth review of the campaign’s impact on both your business and sustainability goals.

9. Customer Feedback: Actively seek customer opinions through surveys or social media to inform future strategies.

10. Community Engagement: After the campaign, keep the dialogue going. Update your audience about the impact of their choices.

As a sustainable e-commerce business, you don't have to feel pressured to participate in Black Friday in the traditional sense. There are different ways to get involved while staying committed to your sustainability values and engaging customers during this high-traffic period.

Remember, sustainability and profitability can coexist, and with the right strategies, Black Friday can be a win-win for both your business and the planet.