Black Friday. The true cost of consumerism.

The moment most awaited by many consumers and feared by the entire planet is approaching: Black Friday, which this year falls on 27 November. Do we know what the real costs are behind what we buy, especially in this period of uninterrupted discounts and sales?

The extent of the problem

Black Friday corresponds to the Friday after Thanksgiving and has been considered the start of the American Christmas shopping season since 1952, later spreading to Europe as well. “Black” would refer to the records on merchants’ books that traditionally went from red (losses) to black (gains).

In the US, record levels were reached in 2020 with consumers spending $9 billion, a 21.6% increase on 2019. While in the UK, parcel shipments bought in the same period emitted 429,000 tonnes of CO2 into the atmosphere, the equivalent of 435 round trips between London and New York.

This year in Europe, Italy is the country where “Black Friday” is most successful. 65.6% of online shoppers say they are interested in buying a product, compared to 55.7% in Spain, 49.8% in Germany, 44.4% in Austria and 36.6% in France. 

The most eagerly awaited offers concern household appliances, to replace old ones with the latest models. Among the most sought-after products are espresso machines (+66.3%), food processors (+50.0%), ovens (+38.6%), dryers (+35.3%), dishwashers (+28.9%), capsule coffee machines (+25.8%) and coffee pods (+22.2%). In short, we do not fail in coffee.

A ‘black’ impact on the planet

Consumerism – be it fast fashion, flights, household appliances, or insatiable appetite – has become the main driver of the climate crisis. We are devouring resources at a rate 1.7 times faster than the planet can regenerate. And Black Friday is just an exacerbation of this ever-present trend, especially in the Western world, where ‘more’ is never enough.

Imagine how much more waste can be produced in a week when the whole world buys new appliances, new clothes, new toys, and throws away the old ones. We may not even have a clue. Not to mention the working conditions of the people who have to produce, prepare and deliver all these ‘things’ at breakneck speed.

Regarding Black Friday’s best-selling category, up to 50 million tonnes of electronic and electrical waste (e-waste) are produced every year, weighing more than all the commercial aircraft ever built. Only 20% of this is recycled, the rest is dumped and leads to toxic substances – such as lead and mercury – polluting water and soil, with tremendous consequences for people and ecosystems.