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Black Friday, traditionally known for triggering one of the most predictable surges in retail activity, has this year arrived with noticeably less impact. Originating in the United States as a major discount shopping event on the Friday following Thanksgiving, Black Friday has been embraced by countries worldwide, including the UK and China. In the UK alone, shoppers typically spend around £3 billion during this weekend of deals. However, recent research from Keep Britain Tidy shows a significant portion of the British public holds negative views toward the event: 31% of adults say they ‘hate’ Black Friday, and 27% indicate they would participate in a boycott.
Concerns over environmental impact are playing a key role in shifting public opinion. Half of the surveyed adults believe that Black Friday promotes wastefulness and contributes unnecessarily to carbon emissions. Meanwhile, trust in the authenticity of the advertised discounts is declining. According to a YouGov poll scheduled for 2025, 63% of people are discouraged by what they perceive as misleading or confusing price reductions during Black Friday and Cyber Monday. Compounding these attitudes are ongoing cost-of-living challenges, leading households to become more selective with non-essential spending, making the traditional November boost in retail activity less certain.
Allison Ogden-Newton, the chief executive of Keep Britain Tidy, highlighted the problematic nature of the event’s consumption patterns. She stated, “The waste our nation generates is a huge issue all year round, but is exacerbated at this time of year, as seemingly large discounts persuade people to buy items they don’t need and can’t always afford.” This growing environmental and economic awareness among consumers reflects a broader shift in how the holiday season is perceived. For example, research from the financial wellbeing company Loqbox reveals that 40% of people plan to purchase fewer gifts this Christmas. Moreover, only 7% view gift-giving as the season’s highlight, with the majority (63%) valuing time spent with loved ones more highly.
Tom Eyre, CEO and co-founder of Loqbox, commented on the findings, noting, “The best gift you can give someone might be not putting them under financial pressure in the first place.” This sentiment aligns with advice from consumer finance expert Martin Lewis, who has suggested that families should consider banning unnecessary Christmas gifts to alleviate financial strain. In response, many households are adapting their holiday traditions by creating handmade presents or forgoing gifts in favor of shared experiences, embracing a more sustainable and less commercial approach to the festivities
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