Black Friday Restoration: Inside the Push to ‘Shop Thoughtfully’ During Holiday Sales – National

Canadian independent retailers are trying to fix the broken Black Friday system by pushing sustainability over consumerism during the busiest shopping day of the year.

Winnipeg, Manitoba’s Meti fashion boutique Anne Murair is resisting the urge to cut prices this Black Friday, instead trying to lure customers by selling long-term value.

Customers who purchase items from Anne Mulaire on Black Friday through the end of November are entitled to unlimited repairs on that item.

CEO Andreanne Dandeneau tells Global News that the Black Friday alternative will help shops stick to their “core value” of “buying better and buying less”. .

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“We want to create a movement that makes customers realize that it’s not about buying new things, it’s just about keeping your clothes in the loop,” she says.

“This is our mantra. Circularity is everything.”

Anne Mulaire is a “slow fashion” brand that sets itself apart from the mainstream fast fashion movement by ordering in-house within days of a customer’s order. You don’t want to mass produce the same item at a discounted price and see leftovers go to waste. Landfill.

The hidden costs of ‘fast fashion’

The shop often tailors clothes closer to the customer’s exact body type. According to Dundonneau, this allows you to wear clothes that fit better and last longer.

Shannon Dixon, owner of Simply Merino Clothing Company in Vancouver, says more consumers need to think about the entire purchase lifecycle.

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When it comes to materials like merino wool, she says apparel should be viewed as an investment that you’re willing to invest in after checking it out.

“If you’re not ready to fix it, don’t buy it,” Dixon says.

Shannon Dixon, simply Merino owner.


There are signs that a sustainable approach to Black Friday is gaining popularity among consumers.

More than half of Canadian consumers (53%) choose to buy from brands they consider ‘sustainable,’ according to a survey conducted by Ottawa-based e-commerce company Shopify ahead of this year’s Black Friday and Cyber ​​Monday weekends. I replied that I would like to purchase it. About 36% added that they would pay more for sustainable products.

According to Shopify, about 74% of respondents say they try to buy quality products that last.

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Leading brands are also taking notice of their commitment to sustainability. Swedish furniture giant IKEA, for example, is incentivizing shoppers to trade second-hand goods through its Green Friday initiative.

Support for those who need it

Others want to use Black Friday to shift the topic from consumerism to charity and helping those in crisis.

Kendall Barber is co-founder and co-CEO of Poppy Barley, a sustainable footwear and bag store in Edmonton, Alta.

Poppy Burley is also designated as a Certified B Corporation. This means meeting a set of criteria that balance interests with people and purposes, says Barber.

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For the fifth year in a row, Poppy Burley will refrain from deep in-store discounts in support of the “Black Friday Fund,” with proceeds of up to $20,000 going to nonprofits. This year’s campaign is raising money for Kids Sport with the goal of collecting registration fees for 100 girls to continue playing sport into old age.

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“The idea of ​​pushing products, sales and discounts on people doesn’t resonate with us as a brand,” Barber said, adding that the foundation will encourage customers to “shop wisely” this year. He added that he hopes it will help.

This holiday season is especially important for small businesses, according to retailers who told Global News.

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About 58% of members of the Federation of Independent Businesses of Canada (CFIB) have not recovered their sales to pre-pandemic levels, according to the organization, now under increasing pressure from rising interest rates on debt and fears of an economic crisis. facing. Recession on the horizon.

Black Friday is Simply Merino’s “biggest sales day” of the year, says Dixon, but adds that it’s also a “tricky day” for them.

“There’s a lot of pressure on us to lower our prices and compete with the big box stores. We can’t do that,” she says.

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CFIB chief economist Simon Gaudreault recently told Global News that small businesses are restricted from pricing by big retailers such as Walmart and Amazon, many of which began selling earlier this year. .

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Rather than get caught up in the trading races of Black Friday and the holiday season, Dixon wonders how consumers will use the scarce dollars when households struggle with their budgets amid inflation. We encourage you to consider whether

“I want you to take a moment and think about what you are buying and who you are buying from. Where is that money going? Who owns the business? There are many details,” she says.

How to shop sustainably during Black Friday

Dandonneau agrees with Dixon, saying there are some mental checks shoppers can use to retrain their brains amidst blistering sales.

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In addition to considering whether to repair an item if it breaks, also think about whether to buy the item if it’s not for sale, she says.

If yes, the deal is a “bonus”. If not, you might end up in the “need” category instead of “need”, Dundno adds.

“This is about changing the mindset of consumerism. And we need to retrain ourselves to ‘not buy’.” buy! ‘ But just think about every purchase. “

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Dixon says that leveraging social circles can have a big impact on small businesses. Asking where your friends are shopping on Instagram or sharing posts of your favorite stores can help local owners do business, even if they don’t have the money or a reason to shop now. can have a significant impact on promoting

Buying gift cards now and cashing out later is another option if Canadians want their favorite stores to survive the stormy months economists are predicting, Dundonneau said. Recommended.

“It’s like going back to the COVID days when small companies were there for their communities,” she says.

“And it’s kind of a reminder to the community that we’re still here and want your support.”

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Black Friday Restoration: Inside the Push to ‘Shop Thoughtfully’ During Holiday Sales – National

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