What if, instead of jumping on the Black Friday promotions, we tried not to buy anything? This is the subject of the “Buy Nothing Day” challenge, celebrated for several years in France every “Black Friday”.
While many consumers around the world are rubbing their hands at the idea of finding great deals as Black Friday approaches, others are challenging themselves to keep their credit cards or tickets warm in their wallets. On the same day as the famous Black Friday and its traditional rain of promotions, others prefer to celebrate “Buy Nothing Day”, in other words “the day without purchases”.
A tradition that is increasingly being talked about at a time when the climate crisis and inflation are making us reconsider our consumption patterns. But the challenge is far from new: it was created in 1992 by Canadian artist Ted Dave, before being picked up and distributed internationally by the militant collective and Adbusters magazine.
You’ve never heard of it? However, it has also been celebrated in Europe for several decades. With a slight variation compared to our neighbors across the Atlantic: if it is celebrated on the same day as Black Friday in North America or in France, the Swedes prefer to celebrate it on Saturday, for example the day after High Mass. It remains to be seen who will be ready to take up the challenge of not buying anything for 24 hours!
A kind of global day to protest against our current consumer society, Buy Nothing Day joins the ranks of many alternatives to Black Friday, eager to emphasize reasoned consumption, more suited to an environmentally responsible lifestyle. In France, several collectives have emerged in recent years to counter this marketing operation: Green Friday, #30DaysChallenge, Take Black Friday…
But these initiatives are still gaining recognition. According to a recent survey conducted for the CSR and ESG engagement platform NooS Global, 56% of French respondents have never heard of “Gives Tuesday“. Launched of the New York community 92nd Street Y and the United Nations Foundation, this humanitarian day, which encourages citizens to donate to charities on the Tuesday after Black Friday, will nevertheless celebrate its tenth anniversary this year.
(ETX Daily Up)