It was always going to be a different Black Friday, in a year that’s been dominated by a global health crisis. Allbirds is taking it a step further by positioning itself against the consumerist holiday and asking customers to “Pay it to the Planet” instead.
The DTC footwear brand isn’t the only one to distance itself from the shopping holiday’s deals-based ethos. Patagonia in 2016 announced it would donate all proceeds from the shopping day to grassroots environmental organizations and REI is in the sixth year of its Black Friday #OptOutside campaign, in which the retailer closes its stores and pays employees to take the day off and spend it outside.
In announcing this year’s continuation of #OptOutside, REI highlighted the greater importance that the outdoors has taken on during the pandemic, as one of the few places where gathering is safer. Allbirds, too, sees special significance in taking a stand this year, noting that the pandemic “has pulled back the curtain on the fashion industry and has revealed its gluttonous ‘more is more’ mindset, resulting in stockpiled inventory and even surplus bonfires.”Retail Dive