From Black Friday to Green Friday

The pressure to join in

It often feels like you have no choice. Everyone is doing it, customers expect it, and competitors throw discounts around.

So the question becomes not if you join, but how you join.

More companies choose their own path. Not by stopping sales, but by turning Black Friday into something that aligns with their mission.

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Green Friday as a conscious choice

Green Friday started as a counter movement against overconsumption. Instead of pushing more, it focuses on conscious business.

Companies use this day to plant trees, donate to charities or run circular initiatives.

In the Netherlands, the movement is driven by Trees for All, with a clear message:

“The earth is not on sale.”

Green Friday fits a broader trend. Customers expect businesses to take responsibility for their impact.

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Entrepreneurs who do it differently

Tiny Library is taking part in discounts this year, but not in waste.

For Green Friday, customers receive 25% off all rental and purchase products. As part of their range, they offer a buy-back guarantee, allowing baby items to be returned later and reused.
This keeps value in circulation and turns a discount into a way to shop more consciously.

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Shampoo Bars doubts every year whether they should join.

Their answer this year: for every order, they remove one kilo of plastic from the ocean.
Together with WWF NL and Juttersgeluk, they connect buying with action.
“People want to buy during this period,” says co-founder Lyan Garritsen on LinkedIn. “So let us help them buy better.”

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Dille & Kamille is known for taking a clear stand.

For the fourth year in a row, they close their stores and webshop on Black Friday and celebrate Green Friday instead.
No discounts, but a “Plant Service.” Customers can pick up seeds or even call a plant hotline.
Their message: today is not about buying, but about greening and connecting.

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Patagonia follows the same principle on a global scale.

Where Black Friday focuses on buying more, they emphasise quality, repair and long-term use. They believe a healthy planet and economy require a model that does not rely on things we do not need, but on products that last.
Their message remains simple: buy less, buy better, take care of what you have. It is not anti-sales, it is pro-balance. And a strong example of staying true to your values.

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Together, these companies show that November does not have to revolve around discounts.
You can also use this moment to show what your business stands for.

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Which strategy fits your business?

Not every company needs to embrace Green Friday. What matters is what fits your brand.

• Choose Black Friday consciously: For some SMEs, Black Friday can be a wise choice to increase visibility or manage stock. If you join, make sure it matches your brand and your customers. Clear communication and honest expectations make the difference between a one-day spike and long-term trust.
• Choose Green Friday: For businesses that care about sustainability, Green Friday is a chance to stand out. By focusing on reuse, repair or social impact, you build something that lasts longer than a discount: customer loyalty.
• Or choose a hybrid approach: You can also combine both. Offer a discount, but tie it to a sustainable action, such as planting trees, greener shipping, or a donation per order. This keeps commercial value while adding meaning.

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Rethink, do not stop

These companies are not against Black Friday. They simply think differently. They use November to show what matters to them. Sometimes with a discount, sometimes without, but always with intention.

Growth does not have to mean more.

It could simply mean better.

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So what will your strategy be this year: Black, Green or a clever mix of both?

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Now is the perfect time to decide which direction best fits your business.

At Eevery, we help SMEs measure sustainability, improve it and show it clearly, so growth is not just about numbers, but also about direction and impact.

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Shape a Sustainable Future.