As Black Friday approaches, the annual frenzy of shopping deals and consumer excitement reaches a peak. But amid the rush to spend, a quieter movement has been gathering strength: Buy Nothing Day. Celebrated as an anti-consumerism alternative to Black Friday, Buy Nothing Day challenges us to pause, step back, and consider what we’re truly gaining—or losing—when we open our wallets.
Thinking about Buy Nothing Day, I was reminded of a book I read years ago: How I Lived a Year on Just a Pound a Day by Kath Kelly. Her story, an inspiring—and sometimes sobering—chronicle of a year spent living on only a pound per day, offers a unique perspective on how much we actually need to spend to lead fulfilling lives. Kath Kelly’s experiment began as a simple, even whimsical, challenge to save money for a big event. But what unfolded was an eye-opening journey through the world of thrift, sustainability, and resourcefulness. By stripping down her spending to the bare essentials, Kelly not only discovered a new way of life but also the hidden costs of consumption on our well-being and on the planet.
In this article, we’ll explore the philosophy behind Buy Nothing Day, weaving in lessons from Kelly’s experience. And so, also inspired by her challenge I’m inviting you to join me in observing Buy Nothing Day, a simple but powerful antidote to the consumerism that floods Black Friday.
THE ORIGINS OF BUY NOTHING DAY
In 1992, artist Ted Dave from Vancouver launched Buy Nothing Day as a reaction to the overwhelming nature of consumerism. He aimed to encourage individuals to take a complete 24-hour break from purchasing anything, promoting a lifestyle focused on reduced consumption and greater sustainability. Dave’s vision gained momentum rapidly, and by 1997, numerous countries had joined the initiative, coinciding with Black Friday, the largest shopping day in the United States (and the rest of the world too). The extravagant spending associated with Black Friday provided Buy Nothing Day with a powerful counterpoint, symbolising restraint and contemplation.
Over the years, Buy Nothing Day transformed into a global phenomenon, with participation from over 65 countries. From the United Kingdom to Japan and beyond, individuals commemorate the day in various creative ways, often organising events such as free coat exchanges, community recycling initiatives, and public gatherings aimed at raising awareness of this celebratory day.
Buy Nothing Day takes place on the Friday following Thanksgiving, and this year, we’re celebrating it on 29th November.
MORE ABOUT BUY NOTHING DAY
The activities surrounding Buy Nothing Day are as diverse as its participants. In Rhode Island, a Buy Nothing Coat Exchange has operated for nearly two decades, providing winter coats to those in need. This simple yet impactful initiative has inspired similar gatherings in states like Oregon and Kentucky, uniting communities to fulfil practical needs without the use of money.
For some, the day involves creative protests such as “zombie walks,” where participants meander through shopping malls without making purchases, highlighting the mindless consumerism that often characterises Black Friday. Others use this occasion to promote financial well-being, offering “credit card cut-up” stations where individuals can symbolically sever ties with their credit cards as a step toward financial independence.
New on Netflix is the documentary Buy Now: The Shopping Conspiracy, which is worth a watch as it sheds a light on the manipulative tricks some of the world’s biggest brands use to keep customers consuming.
organisations and brands supporting buy nothing day
Organisations like Adbusters, which played a significant role in popularising Buy Nothing Day, stress that this day is not merely about refraining from shopping for 24 hours; it serves as a catalyst for sustainable changes that minimise waste and encourage mindful consumption.
Inspired by this movement, brands such as REI in the United States, close their doors on Black Friday, paying employees to “opt outside” and motivating consumers to appreciate nature rather than engage in shopping. Lucy & Yak on the other hand, instead of doing Black Friday sales, donates half of its profits from its entire catalogue to the Fior Di Loto Foundation. In 2011, Patagonia, ran a campaign called “Don’t Buy This Jacket“, as part of their Common Threads Initiative: to lighten their environmental footprint, and encourage people to consume less. This gradual shift is slowly but surely redefining consumer values, suggesting that personal wellness and environmental health are more valuable than fleeting discounts.
Conscious Consumption: Rethinking Black Friday
Other significant movements have joined the conscious consumption cause, particularly in Europe. France’s “Make Friday Green Again” (MFGA) campaign has gained substantial momentum, with over 450 brands pledging their support. In 2019, the outdoor brand Faguo urged consumers to donate unwanted clothing and plant trees instead of participating in the Black Friday frenzy, showcasing that brands can promote sustainable choices rather than endless consumption.
In light of today’s environmental challenges, Buy Nothing Day has become increasingly significant. Many activists, including scientists like Paul Ehrlich, caution that overconsumption is a key contributor to climate change, pollution, and resource depletion. Ehrlich warns that if we fail to tackle overconsumption, we risk a future where the quality of life on Earth continues to deteriorate. Thus, Buy Nothing Day transcends a mere holiday; it serves as a prompt to question our insatiable desire for more, often at the expense of our environment and mental well-being.
Taking even one day to break the consumption cycle can illuminate how much we already possess—and how little of it we genuinely need. By pausing the urge to buy, we can learn to value and reuse our possessions, donate to those in need, and foster a practice of mindful consumption.
HOW TO PARTICIPATE IN BUY NOTHING DAY
For those of us who want to observe ‘Buy Nothing Day’, there are a lot of activities we can do to express our objection to this consumer-based culture. From simply staying home with friends and family rather than going shopping, to organising or taking part in clothing swaps, the list is truly endless. As usual, I’m here to give you some ideas. But if you are a long-time ‘Buy Nothing Day’ part-taker, I’d love to hear from you and hear your ideas on how you spend this particular day.
Have a ‘Home Treasure Hunt’
Often, the items we seek are already tucked away in our homes, forgotten in drawers or storage. Use Buy Nothing Day as an opportunity to embark on a “home treasure hunt” and you may rediscover neglected treasures. Dive into a closet, storage box, or have a rummage in the loft and see if you can uncover clothes, books, kitchen gadgets, or home decor pieces that have slipped your mind. You may stumble upon a cherished sweater, an old journal, or a book you’ve been wanting to read.
This activity can ignite creativity, prompting you to rearrange, repurpose, or even upcycle the items you find. Challenge yourself to rejuvenate a room by repositioning items or crafting new uses for old belongings. The treasure hunt allows you to view your space with a renewed perspective and saves you from spending money on replacements, and it can even be a family activity.
sign up for the no new clothes challenge
The No New Clothes campaign, led by Remake—a global organization advocating for climate, social, and gender justice in the fashion industry—takes on a special significance during the Black Friday sales period. Traditionally running from June 1st to September 1st, this challenge encourages participants to extend their commitment to the holiday season, resisting the urge to purchase new clothes even during Black Friday’s tempting discounts.
For 90 days, Remake challenges you to buy no new clothes, whether that means purchasing nothing at all or only buying secondhand. This initiative is a powerful statement against overconsumption and a reminder to reflect on the values we wear. Participating during Black Friday strengthens your role in reshaping the fashion industry and making a stand against its environmental and social impacts.
Some participants commit to not buying any apparel at all, while others focus on avoiding “new products” and allow themselves to purchase secondhand. You set the rules that align with your sustainability goals.
The best place to start is your own closet. Before making any purchases, consider rediscovering what you already own. Remember, only 10-20% of donated clothing is resold due to poor quality, so keep these sustainable options in mind:
- Borrow from friends or family
- Swap clothes within your community
- Rent outfits for special occasions
- Rewear your favourite pieces creatively
- Upcycle items into something new
- Mend and repair clothing to extend its life
Taking the No New Clothes challenge, especially during Black Friday, sends a clear message: true style isn’t about buying more—it’s about making thoughtful choices.
Host a Clothing Swap
Organising a clothing swap is an enjoyable way to refresh your wardrobe while promoting eco-friendliness. Invite a few friends and ask each person to bring along a selection of gently used items they no longer wear—think of it as a delightful treasure hunt within your community! Set up a designated area to display everyone’s contributions and have fun exploring what your friends have brought. You might discover a unique piece to style in a fresh way, all without spending a penny.
To enhance the experience, consider creating a “donate pile” for items that don’t find new homes, allowing everyone to contribute to a local shelter or charity. This not only helps reduce waste but also adds a sense of purpose and connection to the day. If you don’t want to be the organiser, you can still take part in the hundreds of clothes swaps that go on locally. For example, this Islington Clothes Swap on 30th November is getting lots of attention, so you’ll probably find lots of interesting people and wardrobes there too.
Spend Time Outdoors
Engaging with nature is not only free, but it also rejuvenates the spirit. Picture the sound of leaves crunching beneath your feet as you meander along a forest trail or the soothing rhythm of waves crashing on the shore. Nature provides a rich tapestry of sensory experiences that help alleviate stress and clear your mind, free from the interruptions of advertisements and screens. Research indicates that time spent outdoors can enhance mental well-being and elevate happiness levels.
Consider planning a short hike, going for a bike ride, or enjoying a leisurely walk in a nearby park with a thermos filled with your favourite tea. Turn it into a mini-adventure by exploring a new trail or capturing photos of seasonal flora and fauna. Your time spent in nature will remind you that some of life’s most meaningful moments cannot be measured by price tags.
Have a ‘Staycation’ Day
You can treat yourself to a day filled with simple pleasures at home, transforming everyday activities into something special. Think of this day as a “home retreat” centred around relaxation and creativity. If you enjoy cooking, experiment with a new recipe using ingredients you already have, or make meal prep an occasion by playing your favourite tunes while you cook. Immerse yourself in a book that’s been collecting dust on your shelf, or allocate time for a hobby you seldom pursue, whether it’s painting, crafting, or journaling.
For those who cherish cosy moments, you can even create a “comfort corner” with soft blankets, a warm beverage, and an engaging book or podcast. Watching a nostalgic movie can also be a delightful way to spend quality time with family or friends. Rather than seeking excitement outside your home, turn inward and appreciate the comfort and tranquillity your space can offer.
Do Some Volunteering
There’s no better time than Buy Nothing Day to embrace the rewarding experience of dedicating your time and energy to others. Volunteering can be as easy as assisting at a local shelter, food bank, or community garden. Alternatively, consider joining your local goodgym group, which combines doing good with running, Many organisations are eager for additional support, especially during the holiday season, so your help will be genuinely valued. Whether you’re sorting food donations, aiding in meal preparation, or planting flowers in a community garden, your efforts will positively impact others and likely fill you with a sense of gratitude as well.
If you prefer a more casual approach, think about organising a neighbourhood cleanup or offering to rake leaves for an elderly neighbour. Volunteering can truly transform lives, fostering a sense of connection and purpose that no shopping experience can replicate.
For Those Heading Into Work
If you’re heading to work as usual on Buy Nothing Day, challenge yourself to get through the day without spending anything. Start by prepping your lunch and snacks the night before with whatever ingredients you already have in your fridge or cupboard. A little creativity goes a long way—you might put together a hearty salad, a simple sandwich, or a leftovers-inspired meal that’s both tasty and budget-friendly. Consider switching up your commute, too. If it’s possible, try walking or biking to work for a refreshing start to the day that’s not only free but also eco-friendly. This small shift in routine can help you feel more connected to your surroundings and energized before even arriving at the office.
Finally, take your packed lunch outside if there’s a nearby park or green space. Enjoying a meal in the fresh air is a wonderful way to unwind, clear your mind, and enjoy a cost-free break from the usual hustle. I said it before, but a little time outdoors can make your workday feel lighter, and it’s a simple reminder of the joys that come without a price tag.
and finally....
By engaging in any of these activities on Buy Nothing Day, you’re not merely “missing out” on bargains—you’re embracing a more fulfilling and mindful lifestyle. This is an opportunity to step away from the relentless cycle of consumerism, discover joy in experiences rather than possessions, and create lasting memories. Allow yourself the freedom to slow down, appreciate your surroundings, and let this day serve as a reminder of the contentment that arises from living simply and purposefully. You can shop sales and deals any day of the year, so there is no need to frenzy shop on Black Friday.