It's easy to get caught up in the excitement and buy something you don't really want or need.
In addition to steering clear of , you should beware of deals that overinflateA number of campaigns urge shoppers to step back from the chaos of Black Friday and avoid overshopping — find out more about these below.
If you do plan to pick up some bargains in the sales, here's our advice on how to shop more sustainably in the sales season.
Live more sustainablySustainable sales shopping
Since it caught on in the UK around a decade ago, enthusiasm for Black Friday has grown exponentially. Offers now appear weeks in advance and continue into December, swiftly followed by the 'January' sales that start shortly after Christmas lunch.
But not only can the deals sometimes be duds, rash purchases can also add to your environmental impact, especially if products are quickly discarded when they don't last, or simply fail to meet expectations.
Here are our tips to ensure you don't end up regretting a purchase, plus some alternative ways to shop.
1. Research ahead of a purchase
We know from years of Which? research that many sales 'bargains' aren't as attractive as they first seem.
Every year, we analyse Black Friday deals and compare the prices we see to the same products' price history for the six months before and after the sales weekend. The results tend to be damning - our 2023 investigation into 2022's prices found that an incredible 98% were cheaper or the same price at other times of the year.
That said, there are always deals to be found if you know where to look. But to avoid pitfalls, it pays to do your research and know what you want before you start spending.
2. Only buy what you need
With so many retailers offering attractive discounts, there's a risk of snapping up bargains without considering whether we'll really make use of them.
Buying things we don't need contributes to a throwaway culture and a rise in landfill waste. A shiny gadget that's never used, or a half-price outfit that's never worn, is a waste of the energy and resources that went into making it, even if it comes at a discounted price.
But if you do need to replace an essential item or are working through your Christmas present list, there's no harm in checking discounts to find a good deal on something you know you plan to buy anyway.
3. Spend your money where it makes a difference
So, if you know what you need and are sure it's the right choice for you, where will your money make the most difference?
According to the Independent, UK consumers are expected to spend £3.18bn on Black Friday alone in 2024. In 2023, the average expenditure was between £700 and £980 per person.
Spending just some of that in local, independent shops can make a real difference to small business owners.
Buying locally made, sustainable goods can also reduce the need for shipping and avoid packaging waste.
Here are four ways to turn your shopping green.
Support small businesses
Small Business Saturday is a campaign that encourages consumers to shop locally and support small businesses in their communities.
This year's Small Business Saturday is on 7 December.
Visit your local high street in person or online
Independent high-street retailers need our support more than ever. Having survived high inflation and a cost-of-living crisis, many still face lower footfall as people continue to work from home and shop online.
Smaller retailers often sell local, handmade, and sustainable products that you won't find in chain stores or big online shopping sites.
Even if you can't shop in person, there are online options. Many independent shops have their own website or social media page or a presence on online marketplaces.
Try specialist online marketplaces
For unique handmade items, online marketplaces featuring independent sellers are the place to go.
While such platforms are a good way for small businesses and craftspeople to reach a wider audience, they all charge various monthly fees, listing fees, or commissions, which reduces the amount the seller receives.
If you can buy directly from the seller's own website or shop, more of your money goes directly into their pocket.
Shop secondhand
Whether you call it used, pre-loved, vintage or secondhand, there's no doubt that there's been a boom in buying and selling pre-owned items.
Online marketplaces such as Depop, eBay, Facebook Marketplace, Gumtree, and Vinted list a wide range of secondhand goods, which can help you reduce your environmental impact while rehoming unique and stylish pieces.
Look for our Eco Buys
If you're looking for bigger household items this Black Friday, check out our Eco Buys. Which? researchers have been hard at work testing appliances to determine which products are the most energy-efficient and long-lasting, as well as being excellent performers overall.
Have a look through our Eco Buy reviews to find out which we've deemed to be the greenest on the market. Many of them also have a good track record for durability and low running costs, so they'll save you money in the long run.
We've recently added mattresses to the list, alongside washing machines, dishwashers, fridge freezers, microwaves, kettles, headphones and many more.
You can find a full list of our Eco Buy categories and what qualifies each product in our guide toGreen Friday and Buy Nothing Day
Two campaigns running this year encourage shoppers to take a breather and focus on other things this Black Friday.
Suggestions for the day include:
You might also take the opportunity to commit to improving your future shopping habits by:
It runs for the month of November, so there's still time to participate and get expert tips to help you shift to a ‘buy less’ mindset, find creative ways to reuse the things you own and clear the clutter by rehoming the things you no longer need. Or you could pick another month to try your own pledge.
Live more sustainablysource https://www.which.co.uk/news/article/green-is-the-new-black-shop-sustainably-this-black-friday-aetcd6L4V74M