The most overused phase in 2020 “A lot has changed this year” also stands true for Black Friday campaigns, the adverts that generally boost and encourage unreasonable consumption, this year oppose it.
The beginning of the holiday shopping season has often been regarded as the highest peak of hyper-consumerism when discount-based marketing campaigns lead to consumers setting up camp outside retail stores hours before they open, and excessive footfall is an ordinary sight on Black Friday.
The Friday following Thanksgiving Day in the US or Black Friday, as it is popularly known and observed in several countries, has always been synonymous with a high volume of sales, promotional offers that act as crowd pullers and make it the busiest shopping day of the year.
The consequence of the day – shortage of stocks, have often been followed by violent fights, public freakouts, and a stampede. But this year, as people become increasingly aware of the environmental impact of unreasonable consumerism, a parallel notion has also been reflected by the Black Friday Campaigns2020.
2020 also observed a decreased number of campaigns themed around the day, which are traditionally executed by a number of high-end brands, global chains of retail stores, ad several others.
This may also have been to avoid gathering crowds at stores in the midst of an outbreak, as crowds on Black Friday are often uncontrollable. So instead of promotional offers, freaky incidents, “The Crazy Target Lady” or “The Screamers At Macy’s, this year most brands chose to take upon eco-conscious approach.
IKEA turned Black Friday into #BuyBackFriday encouraging buying & selling of used furniture through IKEA stores on Black Friday.
LADbible and giffgaff collaborated with content creators to promote their campaign #CheckYourDrawers offering cashback or support for charitable causes for used phones.
Patagonia that has previously also opposed Black Friday, comes up with another campaign expanding the climate-friendly advances with environmentally sound consumption & production.
Deciem presses pause on the purchase abilities of their website on this day and propel consumers to reflect on conscious consumerism and shop slowly.
Several more brands mirror the newfound headway, instead of the freakiness of the day.