A year marked by uncertainty.
Black Friday is becoming more and more ‘black’ and less and less ‘friday’. In other years, many people take the opportunity to buy Christmas presents on this day, but nowadays, nobody knows how the festivities are going to be.
The consumerist day par excellence pits brands against each other. On the one hand, there are companies that turn Black Friday into Black Week or even Black Month. On the other, we are witnessing a wave of responsible brands that either reinterpret this day from the perspective of sustainability or “boycott” it by encouraging shoppers not to consume. In addition, this year there is a growing number of campaigns encouraging us to promote local, neighbourhood consumption, at a time when small businesses are experiencing enormous difficulties.