A recent survey found that 14.5 million UK residents, or 27% of adults, would be willing to “boycott” Black Friday, with many expressing growing concerns about the environmental impact of the annual shopping event .

A study by environmental charity Keep Britain Tidy found that 16.6 million people, or around 31% of the adult population, said they “hate” Black Friday, and the majority of respondents felt this encourages excessive consumption.

Black Friday, a retail tradition imported from the US and held the day after Thanksgiving, has become a key driver of UK spending in November, worth an estimated £3 billion. It also serves as a kickoff to the holiday shopping season, accompanied by Cyber ​​Monday, often leading to increased consumer purchases thanks to deep discounts.

Our country’s waste is a major problem year-round, but it’s exacerbated this time of year as seemingly deep discounts persuade people to buy items they don’t need and which they cannot always afford.

The YouGov poll carried out for Keep Britain Tidy highlighted a growing awareness of the environmental consequences associated with Black Friday. The results showed that while 54% of UK adults made a purchase on Black Friday, 70% believe the event promotes overconsumption, 42% consider it harmful to the environment and half agree it contributes to landfilling of waste. Additionally, 41% noted that increased new purchases add to carbon emissions, impacting the climate.

Black Friday’s environmental footprint has grown in recent years as the shopping event has gained international popularity. In the UK, carbon emissions from home delivery of Black Friday orders were estimated at 429,000 tonnes in 2020 alone.

Don’t buy anything new this month

In response, Keep Britain Tidy launched its Buy Nothing New Month campaign, urging consumers to resist the lure of Black Friday and consider eco-friendly alternatives throughout November. The initiative, which won Campaign of the Year at the National Recycling Awards, promotes practices such as reuse, repair and choosing pre-loved items. This year, Keep Britain Tidy also introduced a revised waste hierarchy to guide the public on waste prevention, with the aim of accelerating the transition to a circular economy in the UK.

The research highlights public support for more sustainable shopping habits. According to the survey, 63% of adults view campaigns like Buy Nothing New Month positively. The data also revealed financial concerns around Black Friday spending, with 58% of those who made a purchase saying they borrowed on credit, and a further 8% admitting they didn’t need the item after all.

Allison Ogden-Newton OBE, chief executive of Keep Britain Tidy, said: “Our country’s waste is a major problem all year round, but it is exacerbated at this time of year as discounts seemingly important ones persuade people to buy items they don’t like. » I don’t need it and I can’t always afford it. Today’s figures show that people are ready to take on the challenge of ‘buying nothing new’ for a month – and it could make a world of difference to our planet.”

Throughout November, Keep Britain Tidy and sustainability experts will provide resources and advice on shopping local, reusing and borrowing as alternatives to buying new items. The charity hopes these efforts will resonate with a public increasingly concerned about environmental sustainability and conscious consumption.