Green Friday 2025: The Sustainable Alternative That’s Finally Overtaking Black Friday

Fast-fashion scandals, overflowing warehouses and rising climate anxiety have changed how Europeans look at November sales. Across France, Belgium and the Nordics, more than 64 % of consumers say they want to reduce their climate impact and move away from impulse shopping.

Instead of buying piles of low-quality products that end up in a drawer or the bin, more people are choosing purchases that are useful, durable and repairable.

Three main drivers explain the 2025 boom:

1. New anti-waste laws in Europe: several countries now restrict the destruction of unsold goods and push retailers to be more transparent.
2. The right to repair, strengthened at EU level, makes it easier to fix devices instead of replacing them.
3. The rise of minimalism and local shopping, especially in committed cities like Amsterdam, Lyon or Barcelona.

If you are interested in changing your rhythm year-round, our guide on slow living and deeper relationships explores how consuming less can also improve your wellbeing.

Green Friday is not about never buying anything again. It is about choosing what really matters and avoiding marketing pressure. Here are six simple ways to take part:

1. Buy less, but better Pick one high-quality item instead of several fast-fashion or disposable purchases. Think long-term cost per use, not just the sticker price.

1. Prefer second-hand Look for refurbished or pre-loved products on platforms such as Vinted, Back Market, Vestiaire Collective or Leboncoin. You extend product life while avoiding new production. Our guide on sustainable fashion 2025 explains how to spot quality pieces that last.

1. Support local makers Christmas markets and craft fairs starting in November are perfect to back small businesses and artisans. Handmade candles, ceramics or textiles often have a much lower footprint than imported mass-market gifts. For more ideas, explore our article on autumn markets and local producers.

1. Offer experiences instead of objects Workshops, cultural passes, cooking classes, bike repairs or a train trip emit far less CO₂ than many physical gifts — and create memories rather than clutter. You can combine this with greener travel habits from our guide on making your journeys more sustainable.

1. Repair instead of replacing From smartphones to winter coats, 2025 is the year of the repair mindset. Look for local repair cafés, cobblers or seamstresses, and tech repair shops that work with refurbished parts.

1. Choose locally processed products Think local honey, artisanal cosmetics, loose organic groceries or upcycled textiles. Food and wellness gifts are ideal low-waste options. Our piece on seasonal organic baskets in Europe shows how local food networks can replace impulse supermarket buys.

Here is a practical checklist for eco-conscious gift ideas this year.

For the home

• Zero-waste starter kits (beeswax wraps, bamboo brushes).
• Air-purifying plants instead of synthetic air fresheners.
• Non-paraffin candles with natural wax and cotton wicks.
• Linen or hemp textiles made in Europe.

For wellbeing

• Locally made solid cosmetics.
• DIY aromatherapy or herbal kit with clear instructions.
• Gift cards for local spas, yoga studios or massage therapists.

For food lovers

• Organic, regional food hampers with seasonal products.
• Fairtrade chocolate and coffee.
• Plant-based cooking classes or fermentation workshops. For more inspiration, try our guides on zero-waste autumn cooking and seasonal soups.

For tech fans

• Premium refurbished smartphones or laptops.
• Repairable wired or modular headphones.
• Portable solar chargers or power banks.

For fashion lovers

• T-shirts or knitwear made from recycled fibres.
• Upcycled sneakers from responsible brands.
• Handmade accessories from local designers. Our article on sustainable fashion 2025 gives criteria to avoid greenwashing.

Each of these ideas supports the circular economy while still feeling generous and festive.

In 2025, more than 400 companies officially communicate around Green Friday. Among the best-known names are:

• Patagonia, which has a long tradition of closing campaigns that question overconsumption.
• Asphalte, which refuses flash sales and focuses on transparent pricing and pre-orders.
• Veja, a sneaker brand built on organic cotton, wild rubber and traceable supply chains.
• Lush, which runs strong anti-waste messages and solid cosmetics with minimal packaging.
• Back Market, a leading refurbished tech marketplace.
• Dream Act, a curated platform gathering ethical brands and services.

In 2025, many of these companies donate up to 10 % of their sales from the period to environmental or social organisations instead of pushing extreme discounts.

Thanks to the strengthened European Right to Repair, manufacturers are increasingly obliged to provide spare parts and repair documentation for several years after purchase. That makes it easier — and cheaper — to fix devices rather than bin them.

The effects are already visible:

• Smartphone repairs are up by more than 30 % in some EU countries.
• Community repair workshops and repair cafés are opening in many cities.
• Brands that design for durability and repairability are gaining market share.

Repairing instead of replacing can cut the carbon footprint of a product by 60 to 80 % over its lifecycle. Combined with energy-saving habits from our guide on staying warm while wasting less energy, it becomes a powerful climate action.

The main risk with Green Friday is using sustainability as an excuse to buy just as much as before. A gift made from organic cotton or recycled plastic is still a product that needed resources.

To stay aligned with your values, use these golden rules:

• Ask yourself: “Will I still use this in six months?”
• Write a list 48 hours before buying anything and stick to it.
• Set a maximum budget for November sales and track it.
• Prioritise artisans and small businesses over big brands doing minimal “green” campaigns.

For more support with simplifying your lifestyle, see our article on reducing stress with green routines.

According to a 2025 report from a European consumer observatory:

• Google searches for “Green Friday” are up more than 37 % year-on-year.
• 42 % of 18–35 year olds say they intend to avoid Black Friday altogether.
• In several categories (smartphones, premium fashion), second-hand sales now rival or exceed new sales.
• Ethical brands report average sales growth of +18 % without using extreme discounts.

Green Friday will not erase Black Friday overnight, but it is clearly moving from niche campaign to mainstream behaviour.

To move from intention to action, look for:

• Local repair cafés and community workshops.
• Zero-waste bulk shops and independent eco-stores.
• Online ethical platforms like Dream Act, WeDressFair or Rutabago for responsible products and meal kits.
• Municipal repair or upcycling workshops.
• Artisan and makers’ markets in November and December.

Combining these local options with your own rules (budget, lists, second-hand first) will make Green Friday concrete and enjoyable.