And what if for Black Friday we didn't buy anything at all?

Just like Christmas, Black Friday seems to arrive earlier every year. We start hearing about it as early as October, and brands—whether in fashion, wellness, beauty, or electronics—do everything they can to stand out. They offer discounts before, during, and after, in every color. Not just black, but also pink or white. Then there’s Cyber Monday. Is it a good opportunity for Christmas shopping, yet another invitation to overconsumption, or simply a scam that hits us when we’re most vulnerable (right before the holidays) with pitiful discounts, often stuck at 20%? Opinions are mixed, and it probably depends on individual cases. However, our proposal might sound revolutionary: what if we simply chose not to buy anything at all? Just because.

Black Friday: What if we decided not to participate?

Gen Z doesn’t seem to have enough money to participate in this long-standing capitalist tradition. Even if they did, though, is it necessary to splurge? Perhaps not. Christmas gifts can be resolved with homemade ideas, DIY projects, or shared experiences, and objects are just objects. This idea isn’t particularly groundbreaking. Following the short-lived de-influencing movement, the concept of no-buy emerged. It’s a sort of challenge to not spend, but more importantly, to avoid buying unnecessarily. Sure, it helps save money, but there’s more to it. It’s a small, private protest against e-commerce giants and anyone trying to push us into impulsive purchases of things we don’t need, leading to accumulation that—on a large scale—harms the planet and people.

What to buy if we must buy: Tips for a sustainable Black Friday

And if we really must buy something, why not choose a trip or a concert? A cinema subscription, a dinner at a restaurant to enjoy or gift, or an experience to share with someone. A relaxing beauty treatment, a massage, or a blowout at the hair salon. Sustainable gifting options exist, and impulsive buying is always best avoided, especially now that we’re more mature and mindful. Another idea? Reduce purchases by a third, redirecting our budget toward sustainable brands and small businesses. Invest in fewer but more thoughtful and durable items. And for the things we truly need, there are always the 2025 New Year sales.