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Black Friday boycott tracker 2019

This year, a notable number of fashion brands have taken a sustainable stance against Black Friday. Drapers brings you the Black Friday boycotters. 


The sustainable footwear brand will empty its London flagship today in a bid to encourage more conscious consumerism. No product will be available to purchase at Allbirds’ Seven Dials store, which will instead play host to workshops and events designed to improve consumers’ understanding of the brand and its values.


H&M group’s Monki will not take part in Black Friday this year.

In a marketing email the brand said: “We will also always strive to drive positive change within our industry. We want to be part of the solution, not the problem, and we’d love for you to join us on this journey.”

Its retail store and ecommerce site will remain open. 


Outdoor brand Patagonia is matching any donation made on its website from 29 November to 31 December. It is welcoming donations to a selection of grassroots environmental organisations through its Patagonia Action Works initiative. 


The British designer is standing by its sustainable ethos with its Black Friday approach. For the second year running, the brand will boycott the discount day by closing its retail and online stores. Instead, customers can bring items from any brand into the business’s creative space in Hackney, east London, for free alterations and repairs.


Forgoing a Black Friday Sale, the London-based bag company will instead donate a portion of every online sale today to Plastic Oceans UK. The organisation is committed to educating the public and reducing ocean waste. 

66 North 

Outerwear brand 66 North will not discount and will donate 25% of all online sales during Black Friday to Landvernd – an environmental non-profit organisation that safeguards Icelandic nature.

Giving Tuesday

Some retailers, including Whistles, supported “Giving Tuesday” on 3 December – a fundraising day organised by Charities Aid Foundation, which encourages charities and businesses to donate time or money to a good cause as an antidote to the pressure of Black Friday and pre-Christmas spending. 

Readers' comments (3)

  • Allbirds and Patagonia are both worth over $1 billion and Monki is owned by H&M... Forgoing a Black Friday sale won't make much difference to their bottom line or cashflow. Independent retailers unfortunately don't have that luxury...especially when their customer base expects them to discount. Drapers should consider covering true independents rather than giving multi nationals brownie points for skipping Black Friday (this year)

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  • Thanks for your comment! We have spoken to many independents about the impact of Black Friday, this year and in previous years. If you have look back at our past stories you will find plenty that are either focused on or include the indie view. We also recently published the results of our survey of independent retailers, which highlighted some of the wider challenges facing the sector. The boycott tracker simply highlights the fact that some bigger brands are trying out alternatives to Black Friday.

  • Here’s one for the independent tracker from Thought Clothing:

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  • I am an independent retailer and I don’t participate in Black Friday discounting... it is just something that I don’t agree with.

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