We don’t believe in a “sustainable Black Friday.” Ask yourself: if a slow fashion brand’s core values include fair pricing for both makers and buyers, how can it offer huge discounts this time of year?
Or, worse… why doesn’t the brand offer these lower prices all year long? Either the brand loses out on Black Friday, or we, as consumers, are losing out all year round. Do you really want to support this kind of consumption?
Black Friday has turned into a shopping ritual, filled with endless lines and overloaded websites. But with the growing awareness around environmental and social impacts of overconsumption, it’s crucial to approach this time of year with a more critical, responsible mindset.
In this guide, we’ll discuss how to turn Black Friday shopping into an ethical, sustainable practice aligned with your values — a Black Friday with Awareness.
1. Reflect Before You Buy: Need or Impulse?
The first and most important tip is simple yet powerful: ask yourself if you truly need what you’re about to buy. The urgency created by Black Friday is often driven by the fear of missing out, leading to impulse purchases. Pause and evaluate: is this item essential to your daily life? Or is it just a fleeting desire fueled by emotion and marketing?
Practice mindful consumption:
Make a list in advance of items you genuinely need.
Avoid browsing aimlessly through sites or stores during Black Friday.
Prioritize products that offer long-term value and contribute to your well-being and the planet, rather than a fleeting pleasure.
We could add a bold point here: avoid browsing sites like Temu.pt. The negative impact of these platforms is proportional to their rapid growth, which is a real concern for those seeking more responsible consumption.
These platforms often rely on exploitative practices and unsustainable manufacturing. If we aim to foster future generations of conscious consumers, we must distance ourselves from these traps of fast consumption.
As communication and circular fashion consultant Joana Campos Silva says:
''The climate crisis poses real risks, and we’ve already seen its effects across Europe(...)''
''The ECB has stated that Portugal is among the European countries most at risk from climate impacts. (...)''
''Temu, Shein, Alibaba... Together, they ship roughly 10,000 tons a day (...). Every time you buy from these platforms, you contribute to pollution and the exploitation of people.''
@joanacampossilva - Follow Joana for rich, informative content here.
3. Assess the Impact: Consumption and the Planet’s Future
As Joana reminds us, every purchase has an impact on the environment and society. The fashion industry, in particular, is one of the world’s most polluting, damaging ecosystems and often involving inhumane working conditions. Consider the future you want to leave for generations to come.
Tips for reducing your impact:
Choose products made from recycled or organic materials.
Opt for items designed to last, even if they cost a bit more.
Encourage circular consumption: donate, recycle, or resell items you no longer use.
Remember, change begins with small actions, and each purchase decision counts toward building a more sustainable future.
4. Support Ethical and Sustainable Brands
Shopping with awareness also means supporting brands that practice genuine sustainability. Choose companies that are transparent about their supply chain, use eco-friendly materials, and value fair and ethical work. The positive impact of this choice goes far beyond the item you bring home.
How to identify ethical brands:
Transparency: Responsible brands are open about their processes, from material sourcing to working conditions.
Certifications: Look for certifications such as Fair Trade or GOTS, which guarantee sustainable practices.
Slow Fashion Practices: Support brands that produce in limited quantities, promote conscious consumption, and create timeless, high-quality products.
At Victoria Handmade, we believe in “Noble Fibers, Noble Ways,” respecting both the environment and artisans. Our baskets are handmade, using natural materials selected with care for durability and respect for nature. Each piece is a story of love and tradition.
Learn more about our Artisanal Sustainability here.
5. Question Discounts: Fair Pricing or Quality Compromise?
As we mentioned, Black Friday discounts can be a major red flag. If a brand can offer 70% off without affecting its structure, are regular prices fair? Slow fashion brands that use quality materials and ensure fair wages often operate on tight margins and can't sustain steep discounts.
Consider the real cost of a product, which includes fair wages, sustainable materials, and ethical practices. Choosing brands that maintain fair prices year-round contributes to a healthier, more equitable fashion ecosystem.
6. Shop with Intention: Invest in Pieces with Soul and Meaning
Now more than ever, it’s essential to value products with unique stories, made with love and respect for nature. Instead of choosing generic gifts, select items that reflect your values and carry true meaning. Why not support local artisans and brands that honor handcrafted work?
Instead of each family member — husband, grandparents, siblings, children — buying individual gifts for Mom, consider pooling together for a more meaningful, ethical, and sustainable present.
What makes more sense to you: four gifts that may lack purpose or a quality gift that represents your values and philosophy of life?
Tip: Our reed baskets, crafted with dedication and attention to detail, are a perfect example of a gift with soul. Or explore our second project, “Galeria d’Estórias,” featuring masterpieces by Portuguese artisans — like our beautiful, traditional Portuguese blankets.
Giving a handcrafted product is about more than the item itself; it’s about valuing the tradition and culture it embodies.
7. Avoid Greenwashing: Be an Informed Consumer
Many companies, especially around Black Friday, use greenwashing tactics — marketing strategies that feign environmental concern without real action. Research and question. Read product descriptions, look into the environmental and social practices of brands, and don’t be misled by empty promises.
8. Conclusion: The Power Is in Your Hands
The way you consume can transform the market.
If we all make more conscious choices, demanding ethics and responsibility from brands, we will force positive change.
Think sustainable products require a high budget?
Don’t see it that way. Quality, sustainable items aren’t expensive. What’s costly is paying for items with limited use or poor durability. Value “less is more,” and you’ll find you truly gain: more value, more meaning, and more respect for what you consume.
Challenge yourself to think before you buy this Black Friday, prioritizing what is made with love, ethics, and sustainability. Ultimately, it’s not just about what you buy, but about the world you wish to help create.
Did you enjoy this article? Share your ideas on Black Friday with Awareness practices in the comments! If you’re looking for meaningful gift ideas, visit our Atelier & Showroom or shop online. We’re here to help create a more sustainable holiday season, one piece at a time.
Best wishes,
Esperança Vitória – Founder, Artisan & CEO of Victoria Handmade
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