Everyone loves a good sale, but our addiction to bargains is costing us the environment. Much like Halloween, it’s clear Black Friday has well as truly wormed its way into Aussies’ calendars as the shopping event of the year.

Australia Post’s 2024 e-commerce report estimates that 8 in 10 households have made a purchase on the internet in 2023. On average, 5.6 million households have bought something online at least once a month, and this figure is growing higher by the day as shoppers flock to big yearly sales like Black Friday.

It’s easy to imagine that the impact of this volume of consumerism on the environment isn’t good. But few can truly comprehend the scale of waste generated by the packaging, sending, use, and discarding of the goods we purchase with a click of a button during these sales. Much of it goes to landfill, where matter decomposes into methane and contributes to global warming. 

We need to step back from the online shopping frenzy and consider if it’s worth it. In rich countries like Australia, overconsumption is quickly turning into a large-scale environmental disaster. One UNICEF report stated that if everyone in the world consumed resources at the rate people do in OECD and EU countries, resources from the equivalent of 3.3 planet earths would be needed to fuel it. 

The latest National Waste Report 2022 shows that Australia’s waste has increased to 75.8 million tonnes yearly. Of the materials sent to landfill, 9.8% is plastic, 16% is classified as ‘hazardous waste’, 11% is paper and cardboard, and 17% is food waste. Of course this waste could be recycled or disposed of in a more sustainable way, but constraints on collecting and recycling waste have left consumers at an impasse.

Australians are some of the biggest consumers of single-use plastics in the world, with CSIRO data showing the average person consuming 100kg per year.

The other unspoken cost of Black Friday

The true cost of Black Friday for consumers isn’t just the environment, it’s also our mental, physical, and emotional wellbeing. Clutter has been proven to increase anxiety and stress, negatively affect our sleep, and our ability to focus. It robs us of our productivity and creates debt, more stress, and financial pressure. 

A McCrindle survey found that 80% of Australians believe they consume significantly more than they need. 60% say the nation’s consumption habits have a negative effect on society yet 48% compulsively purchase new things time and time again. On deeper examination the compulsive shoppers may feel good everytime they buy something, but the buzz rarely lasts. These types of consumers were the ones who bought stuff simply to keep up appearances, and were the most likely to experience negative feelings like anxiety, sadness, frustration, loneliness, and stress on a daily basis. 

Overconsumption hurts us all, but the only way we can put a stop to it is by changing our perspective. As consumers, we have the power to break this cycle by making more thoughtful decisions during Black Friday. 

How businesses can lead the way

For businesses, their responsibility is just as crucial. Consumers are increasingly demanding more ethical and sustainable options. A national survey shows that 9 out of 10 Australians prefer to purchase from brands that prioritise sustainability.

Businesses can do their part by:

Reducing packaging: Minimising the use of excessive packaging and opting for recyclable materials will significantly reduce environmental harm.

Promote responsible consumption: Instead of pushing consumers to buy more, businesses can encourage them to buy smarter — focusing on quality over quantity and providing detailed information on the sustainability of their products will help consumers make better purchasing decisions.

Partner with sustainable suppliers: Ensuring that your supply chain also prioritises sustainability, from materials used to logistics, can make a significant impact on reducing the overall carbon footprint of Black Friday sales.

In the end, each of us has a choice to make and collectively we have far more power than we realise. If businesses promoted more sustainable practices and consumers made more mindful choices, we could easily reshape Black Friday into an event that doesn’t come at the cost of our planet.

It’s not about cancelling our favourite shopping day of the year but rethinking our approach to make it better for everyone. By buying less, buying smarter, and supporting eco-friendly brands, Black Friday can be something that benefits both consumers and the environment.

Barb de Corti is CEO of ENJO and Sante Australia.