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Black Friday? Let’s make it green.

It’s that time of the year. Black Friday - and its wingman Cyber Monday - are here to seduce us and make us do things we don’t want to do. Like buying stuff we don’t need, or spending more than we had planned. 

Black Friday originated in the United States in the 50s and got a foothold in the rest of the world in the last decade.

And now it is seriously getting out of hand. Thankfully, more and more brands are opting out of this craziness, and we are proud to be one of them.

The psychology of Black Friday

We all know that owning more things doesn’t make us happier. And yet, hundres of millions of consumers will open their wallet for some “really good deals” over the weekend.

Spoler alert: we’re being manipulated. 

Retailers know that we love discounts - there is something incredibly satisfying about getting a good deal, so marketing campaigns are designed to nudge consumers into buying fast, and buying lots.

Even though you initially intented to save money, adding low-priced goods to your shopping cart accumulates to some pretty large amounts of money. 

You would think that your common sense is there to save you. But our brains are just useless when they are craving the feeling of a big victory in a world full of shopping battles. Apparently, a lot of this is hard-wired in our evolutionary hunter-gatherer behaviour.

The euphoria makes us feel in control and confident, so we shop faster and spend more money.   

Well-timed messages increase our competitive shopping feelings and convince us of the “limited supply” and “last available item” until we hand over our credit card. 


We opt out of black, and choose for green

At The Extra Smile, we make kids fashion that is fair to people and kind to our planet. We don’t want to manipulate consumers to buy more; we want to educate them to buy less, and to buy better.

We don’t want to put pressure on the production chain; we want to put a smile on the face of everyone who touches our garments: the farmer who harvests the cotton, the seamstress who lovingly sews the hems, the children who wear them, and the adults who wash and keep them in good condition.

We don’t want to use materials that aren’t safe for our clients, our workers or the environment. 

On Black Friday, we don’t want to sell you anything that you don’t want to buy. 

And to help offset the world’s craziness, we’ll invest 5% of our sales into planting trees in Indonesia. Because the world needs it.

This way, we hope to make Black Friday a bit greener.