October is here, ushering in the warmth of autumn hues, pumpkin spice, and of course, October is the last month before the much-anticipated peak trading season and notorious Black Friday and Cyber Monday (BFCM).
While this retail event is a golden opportunity for many businesses to clear out old stock and attract holiday shoppers, it’s also come under fire for its promotion of over-consumerism. In response, some forward-thinking brands have sought out alternatives. Seeking inspiration? Here are 5 compelling alternatives to Black Friday.
Black Friday: A Brief History
Before we jump in, here’s a brief history of Black Friday’s rise to popularity. Originally an American concept, the UK quickly adopted the trend, with Amazon introducing the idea to Brits in 2010. Since then, Black Friday has been an opportunity for UK brands to generate serious profit, in fact, 79% of UK Consumers surveyed plan to shop on Black Friday 2025.
However, despite the spending predictions, Black Friday has seen an increase in criticism in recent years. Causing controversy amongst the public for promoting mass consumerism and having a negative environmental impact.
Similarly, many brands actively avoid the retail event. Reasons often vary from company to company, with some reluctant to devalue their products, and others believing that Black Friday simply doesn’t align with their brand’s ethos.
Alternatives to Black Friday
1) A Sale With a Message: Tentsile
A company dedicated to making a positive impact, the environmentally conscious brand took a different approach to sales and launched its ‘wellbeing rollback’ in May 2022.
In response to the UK cost-of-living crisis, Tentsile provided its consumers with a selfless month of discounting.
Tentsile Founder and CEO Alex Shirley-Smith described the company’s motivation behind the sale, explaining, “So, we will put some of our plans on hold for another year, tighten our belts a little more, and pass the upside on to you”.
So how is this different to a Black Friday Sale? The brand’s motivation wasn’t profit. In fact, Tentsile were prepared to make losses. Instead, the brand wanted to dedicate a whole month to giving its customers the opportunity to buy discounted outdoor equipment, during a time when many found themselves tightening the belt.
The company have also explored a ‘Green Friday’ approach, a sale that aimed to encourage buyers to shop more sustainably by highlighting all the ways the Tentsile brand strives to give back to the planet through supporting environmental charities.
2) Give Back Friday: Presto Music
Presto Music, a leading classical and jazz ecommerce site, put their own spin on Black Friday in 2020 – since then, they have run the same initiative each year. The company took part in ‘Give Back Friday’ after experiencing a strong year of profits. The initiative involved the brand giving 5% of all its Black Friday weekend revenue to its chosen charities.
The CEO of Presto Music, Chris O’Reilly, explained the company’s decision, describing ‘Rather than joining in with the Black Friday shopping bonanza, we’ve decided to reframe it here at Presto as Give Back Friday.’
Looking to get involved with the Give Back Friday initiative? Find out more about how your brand can get involved here.
3) Donate on: Giving Tuesday
Giving Tuesday, held on the 2nd of December 2025, encourages people to make a positive impact during the festive season. Created in 2012, the day encourages both individuals and businesses to donate to charities. Occurring the week after Black Friday weekend, it’s the perfect opportunity for businesses to give back after making a profit.
It’s important not to underestimate the impact one day of dedicated fundraising can make!
4) Promote Brand Ethics and Values: Montane
Montane has shunned the opportunity to run a Black Friday Campaign since 2019, instead, they support environmental projects such as the Fix the Fells. Matching the donations made by customers in the checkout, Montane aim to support the maintenance and upkeep of the Lakeland Fells, a stunning landscape of hills and mountains of the Lake District National Park.
5) Shop Small: Ocean Bottle
Black Friday can be a hugely profitable day for bigger brands such as; Amazon, with the public jumping at the opportunity to buy big from their favourite brands. However, instead of sharing Black Friday promotions, some businesses choose to use the retail holiday as an opportunity to raise awareness and support smaller businesses.
Ocean Bottle, a reusable bottle brand, shared a message on social media. They said, ‘This Black Friday, don’t buy from us. Instead, we want to spotlight a few of our favourite small brands that could use your support this year.’
By redirecting attention towards smaller brands, Ocean Bottle demonstrate how businesses can use their platform for positive impact, encouraging mindful spending and collective support rather than mass consumption.
Final Thoughts
These uplifting alternatives to Black Friday offer a refreshing perspective, reminding us of the true meaning of the festive season. From big donations to simple shout-outs, there’s an option for every business to give back this Black Friday.
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