The annual shopping peak is getting close. Shopify store owners collectively made a whopping $6.3 billion USD in sales globally between Black Friday and Cyber Monday in 2021, a 23% increase from 2020.
But the hype has a dark side too. BFCM has a negative impact on our planet: the mass shopping leads to more returns, increased carbon emissions, and contributes to the mounting e-waste problem. These problems have grown in recent years, and many are looking for alternatives to BFCM.
This is how Green Friday was born.
What is Green Friday?
Started by French companies rebelling against mass consumerism, Green Friday took off and is now celebrated globally. It’s a day (November 27th) where businesses look for a way to make a positive impact and change. The goal is not to prevent people from buying at all, but to encourage them to shop consciously and responsibly.
There are different ways businesses can take part in Green Friday. Whether you’re a brand, app, or an agency, this season is a great opportunity to educate your audience, do something good and perfect your sustainable marketing. Here are our 11 ideas to make this Green Friday a success!
EDUCATE YOUR AUDIENCE
1. Talk about the negative impact of BFCM
You may understand how bad mass consumerism is to our planet, so spread the word! This is an opportunity to spread your knowledge.
2. Encourage conscious shopping
One study shows that 76% of consumers think that brands should lead the way to sustainability. Help shoppers make better decisions and actively encourage conscious shopping this year.
3. Suggest alternatives to shopping
Green Friday is a chance for people to do something else but shopping: spending a day with family, learning to bake something new, taking the day for self-care… Suggest some activities and challenges for this day.
DO SOMETHING GOOD
4. Open a fund
Use the increased traffic on your website and open a temporary fund for a cause you care about that makes sense for your brand and business.
5. Instead of discounts, offer a donation
While businesses traditionally offer discounts, you can offer to donate to a charity for each item you sell on Green Friday. Again, we suggest choosing the one that fits your business.
6. Use an app to offset your carbon
As ethical commerce, you perhaps considered offsetting your carbon footprint before. There’s no better time to do this than now, before things get really busy. The easiest way to do this is by using one of several Shopify apps available. If you’re not sure which, we have a great list here. Alternatively, hop over to the Shopify App Store and search for “carbon offsetting app”.
7. Opt for sustainable packaging
Shipping is one part of the equation. This is a chance to rethink your packaging too. Go for recyclable, biodegradable and plastic-free options where possible, and reduce the size of your packaging.
INVEST IN YOUR SUSTAINABLE MARKETING
8. Educate about your product
Research shows that people are willing to pay more for a product that lasts, so we suggest educating consumers about the origin of your product or sharing tips about how to repair or make your product last longer.
9. Get ready for more traffic
Ethical and sustainable brands might be looking for new solutions during this busy period. If you’re offering socially and environmentally impactful solutions that help merchants be more eco-friendly, make sure you’re ready. Revise your website, SEO, and UX before the increase in traffic searching for you.
10. Make sure your communication is on point
Now is a great time to optimise your communication. Make sure you’re coming across as the right choice for your audience. If you need help positioning your app as the solution for ethical brands, check out our Mindful Marketing Programme here.
11. Promote your Green Friday strategy
Let consumers know your stance on BFCM and be proud of your Green Friday strategy. Talk about the steps you’re taking this season, and let your audience know how you support conscious consumerism and why they should, too.
Green Friday is your opportunity
Green Friday is more than a trendy alternative to Black Friday. It’s an opportunity to shine a light on your sustainability practices. You can use the season to do something good for the planet and grow your ethical business, and your engagement, at the same time.