From consumer-centric habits to value-driven choices
As the calendar turns to November, the retail world gears up for Black Week—a time once marked by a single day of deals that has now extended into a week-long frenzy of discounts. But as the promotions flash across our screens, we find ourselves asking: Are we losing sight of what truly matters?
A Cycle of Scarcity and Regret
The allure of Black Week is built on the psychology of scarcity, making consumers feel as if this is the only time to buy, or that they’ll miss out if they don’t act immediately. This tactic, while effective for sales, often leads to people buying things they don’t need or want. In fact, a recent survey shows that 42% of consumers regretted at least one Black Friday purchase*, underscoring the fleeting nature of this manufactured demand.
The fast-fashion industry thrives on this cycle, promoting unnecessary production and consumption, while the environmental and social costs are frequently overlooked. In our pursuit of the next best deal, we may unintentionally neglect the importance of what happens in the world. This constant push for bargains shifts our focus inward, reducing our decisions to “What can I save?” and, more critically, to “How much can I get?” It pushes an egocentric mindset that disregards the broader impact on our communities, our environment, and our values.
What if we paused to consider our true needs? Would we still rush to purchase items if they were priced at full value? We believe this reflection could lead us to a more thoughtful approach to consumption—one that prioritizes quality over quantity and fosters a sense of responsibility towards our planet and the communities from which all these products originate.
Turning from Egocentrism to a Community Focus
At 24Slides, we believe in turning this narrative around. Instead of headlong consumption, we see Black Week as an opportunity to redirect energy toward something far more meaningful; community support. This year, we’re flipping Black Week upside down by pledging to donate 5% of our revenue from Black Week sales to local charity projects in the communities of our designers. While some companies offer quick savings, we’re choosing to offer long-term impact, and we hope our customers will support us in doing so.
Our decision isn’t about judging consumer choices, instead; it’s about shining a light on the importance of values over deals. From our own experiences and by acknowledging the attraction of flashy deals, we want to step away from the narrow focus on individual gain and ask a new question: Is my personal savings more important than the well-being of others?
Creating a Culture of Giving Over Getting
We know that offers and promotions can create excitement. Instead of flashing sale signs and encouraging mindless consumption, we want to foster a culture of intentionality, where purchases are thoughtful, and contributions meaningful.
Our hope is to shift Black Week from a symbol of acquisition to one of contribution. Let’s redefine this tradition together, not as a race for the best deals but as a chance to uplift others. By rethinking Black Week, we aspire to create a movement centered on shared responsibility and community support.
This year, join us in turning Black Week upside down and embrace the idea that giving can be just as rewarding as receiving. In doing so, we can shape a more thoughtful, impactful experience for all.
Louise Holk, Chief Impact Officer, 24Slides
