Black Friday is out in full force, with many retailers stretching their discounts across the entire month of November in a bid to drive sales after a hugely challenging year. A recent report from Mintel estimates that UK online sales in November are, in fact, set to grow 58% year on year.

Although this trend brings good news for the economy, there is naturally a tension between driving sales and the sustainability issues and mass consumerism that Black Friday represents. Experts have suggested that Black Friday could be ‘the worst thing’ to happen to small businesses right now – so now is the time more than ever to support local retailers and sustainable brands rather than chasing the big discounts.

A number of brands are taking a stand by spinning Black Friday into Green Friday, and creating a movement to celebrate purchases that have a positive impact on people and the planet.

Here are four brands from the world of luxury and beyond that will be concentrating on purpose over profits this weekend.

Anya Hindmarch: caring for nature

Butterfly Mark-certified Anya Hinmarch has spent 2020 reflecting on the way it operates, moving towards a timetable that better suits its customers, business and the planet. Instead of offering discounts on Black Friday, the fashion brand will be donating all of their sales profits between Friday the 27th and Sunday the 29th to Voice For Nature, a charity committed to the conservation and restoration of nature.

“The cycle of more and more product, deliveries that are out of sync with the seasons and the traditional ‘January sales’ creeping into November seems almost ridiculous when looked at afresh.” – The team at Anya Hindmarch

My Wardrobe HQ: restoring oceans

Fashion rental site My Wardrobe HQ will be encouraging everyone to shop more consciously. They will donate 5% of every purchase to the Blue Marine Foundation, a charity dedicated to restoring our oceans. Follow their conversation over on Instagram under the hashtag #TurnBlackFridayGreen.

Everlane: supporting communities in need

Ethical clothing brand Everlane will be focusing their Black Friday efforts on helping families in the US who will be facing hunger as a result of the pandemic. Teaming up with Feeding America, the brand has set a target of providing two million meals to people in need; they will be topping up their base donation of $100K, with further donations with every purchase made.

“Every Black Friday we are reminded that when we act together, we can make an outsized impact.” – Everlane

Navygrey: planting more trees

Luxury knitwear brand Navygrey is offering free carbon-neutral deliveries this Black Friday. Also, they are donating 10% of every purchase to The Big Climate Fightback, a Woodland Trust Initiative that aims to plant 50 million trees in the UK over the next five years.