Black Friday , for years a symbol of great shopping opportunities, ushers in the Christmas season and involves millions of consumers. However, today the term "Black Friday" no longer does justice to the scope of the phenomenon: in fact, we no longer speak of just a single day, but of a true " Black Week " or even the entire month of November, with promotions that start early and continue until Cyber Monday . According to Google Trends data, interest in Black Friday in Italy peaked in 2018 with a score of 100. Since 2021, this interest has stabilized at values between 52 and 59, a sign that the event's popularity is now consolidated, even if enthusiasm has somewhat diminished. The True Environmental Cost of Black Friday If we talk about sustainability, however, we must look beyond the price and the savings opportunities, which abound during this period: Black Friday evidently leads to a significant increase in CO₂ emissions , amplified by the inefficiencies of a model based on a peak in demand concentrated in a short period of time: There are essentially three causes: Accelerated logistics – The sudden increase in demand leads to more trips by vans and trucks, (in Europe , shipment volumes grow by 63% compared to a normal week) increased traffic in city centres, idle times with the engine running and an increase in fuel consumption of up to around 6–10% in peak weeks compared to the rest of the year; Intensive pre-event production – Expected demand and brands' fear of missing out on sales opportunities are driving increased production and related energy consumption, especially in electronics, fashion, and cosmetics, categories with short life cycles. This creates a clear risk of overproducing goods that will not be sold; Increased returns – In the fashion and electronics sectors, the return rate during Black Friday can reach 50%, doubling transportation costs. Furthermore, a significant portion of returned products are not reintroduced to the market and may end up destroyed or disposed of, contributing to waste and resource wastage throughout the supply chain. So how can we experience a conscious Black Friday? In any case, participating in Black Friday doesn't necessarily mean indulging in consumerism: many families now keep a list of essential purchases throughout the year and use it during this period, thus avoiding overspending. Let's try to draw up some general behavioral guidelines to limit our overall impact on the environment even in this particular period: Make a list and set a budget Buy from sustainable brands Choose standard consolidated shipping Opt for local products Reduce returns In short, with a little attention also on Black Friday: It can be an opportunity to save on planned purchases It allows you to support responsible brands It offers the possibility of inspiring a concrete change in consumption style Why we're participating in Black Friday at R5 Living At R5 Living, we 're participating in Black Friday not to encourage impulse purchases, but to give new customers the opportunity to try our products at a discounted price and to offer our followers the opportunity to stock up on truly useful items. At R5 Living we see it, in short, as a tool for connecting with new customers and building loyalty among those who believe in a more sustainable future.
