Black Friday is one of the most anticipated times of the year for consumers and marketers alike. It’s the day when countless brands slash prices, prompting the shopping sprees we’ve all come to expect. For many businesses, it’s a cornerstone of their marketing strategy.
But at Canned Wine Co., we’ve taken a different approach. Since the beginning of our journey, we’ve chosen not to participate. Our decision isn’t about standing out—it’s about staying true to sustainability values and promoting more conscious shopping.
Here’s why skipping Black Friday allows us to ensure that we continue to be as sustainable as we possibly can:
How Black Friday affects Marketing
As a marketer, Black Friday presents a conflict for me. On one hand, it’s the perfect opportunity to craft a campaign that delivers quick, measurable sales—a dream scenario for anyone in marketing. But on the other hand, it’s also a time to pause and reflect on the bigger picture around sustainability. When I take that step back, I can’t help but feel that Black Friday often contradicts the core values of our brand. For me, it’s a constant push-and-pull between seizing the moment and staying true to what we stand for.
For sustainability to truly be at the heart of Canned Wine Co., it must be integrated into every aspect of our business. From a marketing perspective, Black Friday might seem like a natural aspect to our strategy. However, it ultimately falls short of aligning with our vision to operate as sustainably as possible.
A cornerstone of our marketing strategy is educating wine lovers about sustainability. From showcasing our Positive Luxury certification to highlighting the sustainable practices of our winemakers, sustainability is not just an initiative—it’s a fundamental part of our story and an essential focus of everything we share. Creating sustainable sips has allowed us to go on this journey of education with more detailed and open conversations with all different people across teams.
Ultimately, skipping Black Friday allows us to honour our vision of sustainability—not as a buzzword, but as a deeply ingrained philosophy that drives everything we do.
The scary side of Black Friday to the planet
The environmental impact of Black Friday is monumental, research for Keep Britain Tidy stated that in the UK alone in 2020, CO2 emissions related to Black Friday’s home deliveries were an estimated 429,000 metrics tons.
Another telling sign of the effects of Black Friday is the likes of Earth Overshoot day, which marks the date for when humanity’s demand for ecological resources exceeds what Earth can regenerate in a year, it was revealed that Earth Overshoot Day 2024 fell on August 1st – with UK’s falling on June 3rd 2024. The nature of overconsumption that Black Friday promotes significant waste generation, factoring into how the UK is consuming more resources than it can generate with one study finding that about 80% of Black Friday purchases are discarded after minimal use.
Building more meaningful connections
Our marketing efforts are focused on engaging storytelling, showcasing the craftsmanship behind our wines, and creating moments for our community to connect with our brand. By avoiding the Black Friday frenzy, we send a clear message: we care more about fostering long-term trust than chasing one-day revenue. Everything from our newsletters, blog and websites to the QR codes on the cans showcase the story behind the wine through the journey from the start of the wine making journey to the end product.
As a small business, there’s always pressure to join Black Friday, especially when our products make ideal gifts in the run up to Christmas. The question constantly lingers: are we missing out on an opportunity to drive more sales by not offering discounts? It’s a delicate balance between staying true to our values and considering whether a well-timed sale could genuinely benefit both our customers and our business.
This is one of those moments where we’ve chosen not to let money dictate our decisions. Instead, we’ve stayed true to our pledge, and for me, that has opened a new path for Black Friday—one that looks nothing like the tempting sale ads dominating this period. It’s an opportunity to shine a light on the other side of Black Friday, highlighting the impact of impulsive decisions and encouraging a more thoughtful approach. This shift allows us to campaign in a way that aligns with our core values, which remain central to our long-term growth and identity.
Some great brands who are taking a different approach to Black Friday:
- Patagonia – One of the most well-known brands to avoid Black Friday.
- The Ordinary – This brand wants to combat mass consumerism by following ‘Slowvember’ where throughout November they offer discounts allowing customers to have more time to make more thoughtful decisions.
- Finisterre – Aim to turn Black Friday Blue, by instead of offering discounts, they match each order with a donation back to their Finisterre Foundation – who fund hundreds of wetsuit adaptations and swimming lessons.
Here’s to thoughtful choices, exceptional wines, and a more sustainable future. If you do plan to shop, do so consciously.
