Black Friday and the True Cost of Fashion Discounts

Image: Black Friday sale at Peter Alexander Source: https://commons.wikimedia.org/wiki/File:Black_Friday_shopping_2022_in_Indooroopilly_Shopping_Centre,_Australia,_13.jpg

By Alix Coombs

Each November, Black Friday sales sweep the world into a frenzy, promising consumers unmissable discounts and sending sales skyrocketing. I’m sure we’ve all been seeing it for weeks now as targeted advertising has permeated our social media and the marketing emails have come flooding in. Traditionally an American concept, Black Friday has now spread through the rest of the world. For many, it’s an opportunity to snag deals, often on clothing, at prices that seem too good to be true. But beneath the glossy sales banners and the rush for bargains lies a sobering reality: the immense human and environmental costs of fast fashion, magnified during this shopping frenzy.

According to research this month by PwC, UK consumers are projected to spend a staggering £7.1 billion this Black Friday, up 37% from last year’s spend of £5.2 billion. Despite how positive the quick cash injection may seem for the economy, the toll of Black Friday on the planet is staggering. In the UK alone, it’s estimated that 300,000 tonnes of clothing are sent to landfill each year, much of it hastily purchased during sales like these. The human cost is equally devastating. Many garments sold at rock-bottom prices are made by workers in low-wage countries, working in unsafe conditions for below a living wage. With 38% of shoppers naming fashion as their top spending category for the sales according to PwC, the relentless demand for fast fashion during Black Friday puts further pressure on already exploitative supply chains.

Black Friday encourages overconsumption, feeding the idea that we need more—more clothes, more accessories, more of everything. But how often do we pause to consider whether we truly need the items we’re purchasing? How many of those Black Friday buys end up languishing unworn in wardrobes, discarded, or forgotten?

This year, as Black Friday approaches, we urge you to consider your purchased carefully before rushing out to shop. Shopping mindfully is not just a trend but a necessary shift in how we engage with fashion. Before making a purchase, ask yourself: Do I really need this? Will I wear it often? Does it align with my values? Shopping with intention—choosing fewer, higher-quality pieces that are made ethically and sustainably—can help reduce the harm caused by the industry and allow us to value what we already own. The allure of a bargain will always be strong, but the true cost of fast fashion is far too high. This Black Friday, let’s take a step back, think critically, and shop with care. The planet—and the people who make our clothes—deserve nothing less.