Why Madlug is doing Black Friday differently this year
With less than eight weeks until Christmas, chances are you’re starting to think about gifting. So are lots of retailers – particularly those gearing up for Black Friday on the 24th of this month.
A colloquial term for the Friday after Thanksgiving in the US, Black Friday traditionally marks the start of the Christmas shopping season. But we want to let you know upfront that we won't be having a Black Friday sale this year or the next.
Before we delve into why, let's acknowledge that there's nothing wrong with indulging in Black Friday deals. We're all consumers, and sometimes the temptation of bagging a bargain can be too hard to resist. In 2022, Adobe Analytics showed that shoppers spent an impressive $9.12 billion on Black Friday, which is 2.3% more than the previous year.
That being said, here are five reasons why we as a company choose not to follow the Black Friday tradition:
1) We're committed to our values
At Madlug, we're driven by a strong sense of values. We firmly believe in the value, worth and dignity of every child, which is why we've built our brand around a 'buy one, give one' initiative. For every bag you buy, we give a pack-away travel bag to an incredible child in care. Because no child should carry their life in a bin bag.
Learn more about our story here.
2) We stand by the quality of our products
We refuse to compromise on quality, even if it means missing out on short-term sales. Our goal is to provide you with products that last, so you'll return to us when the time comes to replace your bag. That's also why we offer the option to purchase a giving bag separately; we understand that you might not need another bag for yourself but might want to help a young person in need.
3) We don’t want you to feel pressured into buying for the sake of it
The impact of the pandemic has significantly increased government debt in the UK. Coupled with relentless consumerism and the pressure to stay on-trend, we don't want you to feel pressured into buying for the sake of it. We want you to make purchases when you genuinely need them or because you want to make a difference.
4) We are committed to sustainability
Our primary focus is meeting the needs of the 100,000 children and young people in care across the UK and Ireland. This requires a long-term vision, not just short-term sales. Additionally, the environmental toll of Black Friday is substantial. In 2020, Black Friday in the UK alone generated 429,000 metric tons of greenhouse gas emissions, equivalent to 435 return flights from London to New York.
Learn more about what we’re doing to lower our environmental footprint as a B Corp here.
5) We value our team
Black Friday places immense stress on retail staff and volunteers to meet targets, contributing to the sustainability concerns highlighted earlier. At Madlug, we take pride in fostering a work environment where our staff and volunteers can thrive so we refuse to put them through this. We believe this will better serve both you, our customers, and the incredible children in care your purchases support.
But here's something exciting to look forward to: while it won't be a discount, we do have something special in the works for Black Friday. Stay tuned for an announcement that's coming soon and make sure you’re signed up to our newsletter to be the first to hear what we have planned.
Sign up to our newsletter here.