Overwhelmed By The Influx Of Sales Messaging? 5 Ways To Shop Mindfully This Black Friday

There's no two ways about it - Black Friday isn't exactly sustainable. Flash sales encouraging overconsumption, paired with "run, don't walk!" messaging, have sent shoppers into a frenzy in past years.

Thankfully, the dial has shifted somewhat recently: statistics prove that shoppers in the UK seem to be being more considered in their approach, with a spike in interest in the businesses doing good for both people and planet. Plus, people are shopping more mindfully, too - taking a more considered approach, opting for investment buys that last the long run and purchasing items that they'll wear for life, which we've long advocated for here at MC UK.

That said, there's still an influx of sales messaging at this time of year. While Black Friday isn't going anywhere, genuinely sustainable and B Corp-certified brands are continuing to find their own ways to adapt. While some brands opt out altogether, others lean into "Green Friday" messaging, using the event as an opportunity to promote their sustainable or green initiatives. Others offer incentives like charitable donations or repairs, or use it as an opportunity to sell surplus stock that might otherwise be wasted.

Above all else, though, genuinely sustainable businesses use Black Friday to promote mindful consumption and encourage you to be considerate with your purchases. When in doubt, pause and take a moment not only to consider the environmental cost of your purchase, but also whether you'll actually need it and use it for years to come.

One of my favourite tricks? I have a list on my iPhone of purchases I'd like to make, listed by priority and divided up into "Essentials" and "Trending." For example, the perfect A-line skirt has been on list A for a while now, while a faux fur trimmed coat for winter has been on list B. I keep these in mind whenever I'm shopping - normally in vintage, charity or secondhand stores - and that way, it encourages me to steer away from impulse buys that I'll wear only a handful of times.

For more genuinely helpful tips that'll transform how you shop this Black Friday, we've caught up with Magdalene Barclay, Chief Content and Sustainability Officer at Wolf & Badger. Keep scrolling for her failsafe guide to prioritising investment buys and products you'll keep for life - and don't miss our guides to buying ethical fashion over fast fashion, and the best sustainable beauty products, while you're at it. We've also got explainers on how to calculate your carbon footprint and how to avoid greenwashing, here.

How To Shop Mindfully, This Black Friday: Your Guide

1. Support independent brands

"Big sales like Black Friday can overshadow smaller producers, as many larger fast fashion brands put significant marketing spend into this annual moment," shares Barclay.

Her advice, this sales season? Where possible, opt for independent brands, such as those platformed at Wolf & Badger. "This helps to shift consumption away from mass-produced goods and towards small-scale producers and creatives," she continues. "Each purchase you make will make the brand founder’s day."

Of course, we'll all have some wardrobe staples from fast fashion brands - high street buys are affordable and easily accessible. Balancing these fast fashion buys with investment pieces and swaying away from trend-led items you'll only wear once or twice is key here.

2. Focus on quality and longevity over trends

Which leads me nicely to my next point. We've long championed building a capsule wardrobe and curating a closet full of items that you'll still be wearing when you're 80 here at MC UK.

"Rather than chasing the biggest deal, choose items designed to last, those that are seasonless and well-made," she recommends. "We love to work with brands that emphasise longevity instead of fleeting fashion trends. Choosing timeless, quality items over impulse buys on Black Friday is one of the simplest ways to reduce your wardrobe’s environmental impact, and in the long run, it saves you money as the pieces don’t need replacing often."

Bottom line? "It’s cool to rewear items, and if they’re made to last, you can."

3. Plan ahead to get things you want and need, avoid unnecessary impulse buys

This one links in to my point in the intro - being considered and calculated with your buys. "If you are going to participate in the sales, pick items you’ve planned for or add them to your wishlist ahead of time," she encourages.

This way, you have time to decide whether or not the items are products you really want. "It could be gifts for family and friends, or something you have held out for because it is an investment, high-quality piece where the discount brings it more comfortably into your budget."

4. Look for responsible certifications

Not sure how to tell if a brand is genuinely sustainable, or get easily overwhelmed by the jargon? Barclay has some advice for you. "Start by looking for credible sustainability certifications like GOTS for organic textiles or GRS for recycled materials," she advises.

Fun fact for you: At Wolf & Badger, they've just launched their "15 Guarantees", making them the first multi-brand retailer to index their entire catalogue by sustainable attributes. "We’re giving customers clear, transparent information, so shoppers can feel confident in every purchase."

Again, your entire wardrobe and every product you buy doesn't have to be from a sustainable business, but do try to spend your money with businesses you genuinely back and want to see flourish, where you can.

5. Be smart with returns and think of your carbon footprint

Last but by no means least, did you know? Buying multiple sizes just to see what fits can inflate carbon footprint and waste - so, again, if you are shopping this Black Friday, be mindful of ordering multiple sizes if you're keen to be conscious of your carbon footprint. "Fewer returns can reduce environmental impact significantly," she warns.

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