British brand Not Basics brought this predicament to light in 2024, posting on Instagram that it was joining in Black Friday, not because it wanted to, but because it needed to in order to “stay in the race”. This year, the brand is partaking again, encouraging its audience to consider discounts of up to 50% as a chance to act on previously considered purchases and make the switch to natural fibers, rather than to splurge on items they don’t need.
They’re not alone. “For many, Black Friday has become a gateway to buy better, by accessing higher quality or more sustainable products at an affordable price point,” says Deann Evans, EMEA managing director at e-commerce platform Shopify. “Shoppers are still hunting for deals, but they’re also looking for authenticity and transparency from the brands they buy from.” According to Shopify data, 20% of consumers are planning to shop more consciously or sustainably during the 2025 holiday season, while nearly the same quantity of businesses are banking on sustainable services or products to build customer loyalty. It’s a strategy the likes of Christy Dawn and Everlane are betting on as they use lower prices to lure customers away from fast fashion.
The fundamental need to make sales and the desire to be a conscious voice in a crowded market is a fine line to tread, says Demet Dagdelen, growth and AI executive at WooCommerce parent company Automattic. But she believes consumers are willing to invest if brands find the right balance. “During Black Friday, the typical WordPress.com shopper’s basket grows about 40% larger, suggesting that shoppers use it as a moment to commit to bigger, more meaningful purchases rather than quick trials or small add-ons.”
Can brands really win on all fronts on Black Friday, or is taking part simply feeding the monster? Vogue Business spoke to four brands taking very different approaches to find out.
Christy Dawn: A door to new customers
This year, Christy Dawn kicked off its Black Friday season on November 1, by releasing a simplified version of its bestselling Dawn dress. It typically retails for $198, but the Black Friday version — made from organic cotton rather than regenerative cotton, as the Dawn usually is — retails for just $99. It’s designed to lure new customers into the sustainable fashion ecosystem, says Baskauskas. “Now you’ve felt the quality of our clothing, you’re receiving our emails and you’re following us on Instagram, and there’s an opportunity to make a shift.”
