Green Friday 2026: Sustainable Brands to Watch This Black Friday

Every November, Black Friday brings discounts on almost everything: clothes, shoes, electronics, beauty products, homeware and more.

In 2026, Black Friday falls on 27 November.

For shoppers, it can be an opportunity to buy something they have been waiting for at a lower price. But it can also create pressure to buy things simply because they are on sale.

That is where Green Friday comes in.

Green Friday isn't necessarily about replacing a normal shopping spree with a “sustainable” one. It is about slowing down, buying only what you need, looking at secondhand and refurbished options first, and choosing better products when you genuinely need to buy new.

Some brands have even started rethinking Black Friday itself, using the period to promote repair, responsible consumption, environmental action, or alternatives to conventional products.

Here are five brands worth knowing this Black Friday.

1. Patagonia: Maybe Don't Buy Anything

Patagonia has one of the most unusual approaches to Black Friday.

Rather than simply encouraging customers to shop more, its Black Friday campaign asks people to consider a few alternatives: buy quality, shop used, repair what you already own and support environmental organisations. Its Worn Wear programme also keeps used Patagonia clothing and equipment in circulation.

This is not new for the company. Patagonia's famous “Don't Buy This Jacket” campaign appeared around Black Friday in 2011, while in 2016 it donated 100% of its global Black Friday sales to grassroots environmental organisations.

Made for Planet also lists Patagonia products made with materials including recycled nylon, recycled polyester, hemp and organic cotton.

The Green Friday takeaway: before looking for a new jacket because it is discounted, ask whether the one you already own can be repaired and used for another year.

Explore Patagonia products on Made for Planet

2. tentree: Turning Black Friday Green 

tentree does not call its campaign Black Friday. It is called Green Friday.

The Canadian clothing brand says its Green Friday campaign was created as an alternative to the culture of overconsumption usually associated with the shopping weekend. The brand's model also connects product purchases with tree planting.

Its Green Friday sale pages have advertised discounts of up to 50% on selected styles, although the exact products and offers can change.

That still does not mean buying five discounted T-shirts is automatically sustainable.

If you already need a sweatshirt, trousers or another everyday piece, waiting for a sale from a brand you have researched can make sense. Buying something simply because the price has dropped does not.

The Green Friday takeaway: make your shopping list before you look at the discounts.

Explore tentree products on Made for Planet 

3. No Nasties: Black Friday Became “Back Friday” 

For an Indian example, look at No Nasties.

The Goa-based fashion brand makes clothing using organic cotton. Its Made for Planet profile highlights its focus on organic materials, Indian production and its wider environmental initiatives.

The brand has previously taken a clever approach to Black Friday by renaming it “Back Friday.”

Instead of offering a conventional deep discount, No Nasties offered customers 15% back as store credit to use on a future purchase. The brand also openly explained why Black Friday can be difficult for smaller sustainable businesses: sitting out can mean losing one of the biggest shopping weekends of the year, while large discounts can put pressure on already tighter margins.

It is a good example of a company participating in Black Friday without pretending that endless discounting has no consequences.

The Green Friday takeaway: if you need new clothing, look for everyday pieces you will wear repeatedly rather than trend-led purchases that may last one season.

Explore No Nasties on Made for Planet

4. Allbirds: Wait for the Shoes You Actually Need 

Shoes are a major Black Friday category, and Allbirds is one of the better-known brands experimenting with alternatives to conventional footwear materials.

Made for Planet lists Allbirds footwear using materials such as hemp, organic cotton, eucalyptus-derived fibres and sugarcane-based foam, depending on the product.

Allbirds has also participated in Black Friday sales. Its sale page has advertised a Black Friday Preview Sale with discounts of up to 50% on selected styles.

Shoes, however, are a good example of why a discount should not automatically become a purchase.

If your everyday shoes are worn out and you were already planning to replace them, waiting for a genuine sale can make a more expensive product easier to afford.

If you already have six pairs you rarely wear, another pair at 40% off is probably not much of a deal.

The Green Friday takeaway: replace what needs replacing. Do not shop simply because the sale has started.

Explore Allbirds on Made for Planet

5. Pela: A Better Phone Case, But Only When You Need One

Phone cases are small products, but they are replaced frequently as people change phones, designs or styles.

Pela makes phone cases and accessories using its Flaxstic material, which combines flax straw with a compostable bioplastic elastomer. Made for Planet lists Pela products including compostable phone grips and cases.

Pela has participated in Black Friday sales before, including multi-buy promotions. But its own Black Friday content makes an important point: if your current phone case still works, a deal is not a good reason to throw it away.

The company has also previously linked Black Friday purchases with donations to environmental organisations rather than relying only on aggressive price reductions.

That message is probably more valuable than the discount itself.

The Green Friday takeaway: do not replace a working product simply because a more sustainable version exists.

Explore Pela products on Made for Planet

Before Buying New Fashion, Check Secondhand

Green Friday does not have to involve buying from a brand at all.

Fashion is one of the easiest categories to explore secondhand. Platforms such as eBay, Depop, ThredUp, Vinted and others keep existing clothing in circulation instead of relying entirely on newly manufactured products.

It works both ways.

If Black Friday makes you feel like you need an entirely new wardrobe, start by opening the one you already have. You may find clothes that need repairing, pieces you have forgotten about, and items that someone else could use.

Made for Planet's guide to selling old clothes online covers platforms for resale, vintage fashion and secondhand clothing.

Explore platforms to sell old clothes online

Shopping for Electronics? Look at Refurbished First

Phones, laptops, tablets, headphones and televisions are some of the most heavily promoted products during Black Friday.

Before upgrading, ask a basic question:

Is your current device actually no longer useful?

If the answer is yes, compare refurbished options alongside new ones.

Refurbishing keeps an existing device in use instead of immediately replacing it with a newly manufactured product. It can also make higher-specification electronics available at a lower price.

Made for Planet recently published a guide to 5 websites to buy refurbished electronics before buying new, covering this option in more detail.

If your current phone still works perfectly well, however, the biggest saving is even simpler: keep it.

A Sustainable Product Can Still Be an Unnecessary Product

This may be the most important thing to remember on Green Friday.

Something does not become impact-free because it is made from recycled materials, organic cotton, plant-based material or responsibly sourced fibres.

It still has to be made.

It still needs materials, energy, packaging and transportation.

That is why the best order is usually:

Use what you have → repair → buy secondhand or refurbished → buy new when you genuinely need to.

When you do need something new, then materials, durability, production and the company behind the product become important.

Green Friday is not about shopping perfectly. It is about shopping with a little more intention.

This Black Friday, Start With an Empty Cart

There will always be another sale.

Black Friday 2026 will bring thousands of discounts, and Cyber Monday will bring thousands more.

You do not need to ignore every deal. If something you genuinely need becomes more affordable, that can be useful.

Just decide what you need before the advertising decides for you.

Make a list. Check secondhand. Look at refurbished options. Repair what still has life left in it. And if you eventually buy something new, choose something you intend to keep.

Sometimes the best Green Friday deal really is 100% off — because you decided you didn't need it.

FAQs

What is Green Friday?

Green Friday is an alternative approach to Black Friday that encourages people to buy less, repair what they own, consider secondhand products and choose more thoughtfully when buying new.

When is Black Friday 2026?

Black Friday falls on Friday, 27 November 2026.

Which sustainable brands participate in Black Friday?

Brands including tentree, Allbirds, Pela and No Nasties have previously run Black Friday, Green Friday or alternative campaigns. Patagonia takes a different approach by promoting quality, used products and repair.

What is the difference between Green Friday and Black Friday?

Black Friday is primarily a major shopping and discount event. Green Friday focuses more on conscious consumption, reuse, repair, secondhand shopping and responsible purchasing.

Are sustainable Black Friday deals actually better?

Only if you need the product. Buying an unnecessary sustainable product still requires materials, manufacturing, packaging and transportation.

Is secondhand shopping a good Black Friday alternative?

Yes. Buying secondhand keeps existing clothing and products in circulation and can also cost significantly less than buying new.

Should I buy refurbished electronics on Black Friday?

If you genuinely need a replacement device, refurbished electronics are worth comparing with new Black Friday deals.

How can I avoid impulse buying on Black Friday?

Create a list before sales start, set a budget and avoid purchasing products that were not already on your list.