Black Friday - a phenomenon that has swept across the globe from its American origins - claims to be the ultimate day for discounts, deals, and the best shopping opportunities of the year. But here in New Zealand, Black Friday doesn’t carry the same meaning or significance. Without a public holiday tied to it, and with increasing evidence of misleading "deals," it’s worth asking: why do we celebrate it at all?
At ReDefined Wellbeing Hub, our universal wellbeing philosophy is rooted in the belief that every choice we make - big or small - matters. From how we nourish our bodies to how we consume resources, our values call us to be mindful of our impact on the world, the environment, and future generations. Black Friday stands as a stark reminder of the urgency to pause, reflect, and choose more consciously.
Let’s explore why Black Friday doesn’t align with New Zealand’s cultural and environmental values and how we can embrace a more mindful approach to spending and living.
A Holiday We Don’t Have
Black Friday in the United States ties directly to Thanksgiving, a national holiday celebrated on the fourth Thursday of November. For Americans, it’s a long weekend, making Friday the perfect day to kick off Christmas shopping. But here in New Zealand, Thanksgiving isn’t part of our calendar, and the last Friday in November is just a regular workday.
Why, then, do we feel pressured to participate in a tradition that has no cultural or historical relevance to us? By embracing Black Friday sales, we’re not celebrating anything uniquely Kiwi. Instead, we’re importing a culture of consumerism that clashes with the values of many New Zealanders - values of community, sustainability, and thoughtfulness.
This disconnect gives us the opportunity to ask ourselves: do we want to blindly follow international trends, or should we forge our own path based on what truly matters to us and our environment?
The Illusion of the “Deal”
The flashy advertisements, countdown timers, and promises of massive discounts are designed to create a sense of urgency and fear of missing out (FOMO). However, research shows that many Black Friday deals aren’t as good as they appear.
Artificially inflated prices: Retailers sometimes raise prices in the weeks leading up to Black Friday, only to "slash" them during the sale. The end result? You’re paying close to the original price.
Overhyped discounts: Many items are discounted only marginally or are part of clearance stock that wasn’t selling well to begin with.
Pressure to buy: Black Friday is structured to make you believe you need something immediately, even if you didn’t want or need it before.
For New Zealanders, where the cost of living is already a concern, the notion of “saving money” during Black Friday often leads to overspending on unnecessary items. It’s not savings if you weren’t planning to buy it in the first place.
Mindful Choices: The Bigger Picture
At ReDefined, our universal wellbeing philosophy challenges us to think beyond quick wins and short-term satisfaction. Black Friday represents the opposite of mindful living - it thrives on impulse, waste, and overconsumption.
1. Be Mindful of Your Choices
Every purchase we make has a ripple effect. The items we buy, how they’re made, and how they’re packaged contribute to the strain on natural resources and ecosystems. When we buy into Black Friday, we often prioritise instant gratification over thoughtful decision-making.
By resisting the pull of Black Friday, we take a stand for conscious consumption. Before buying anything, ask yourself:
Do I truly need this item?
Will it add long-term value to my life?
Could I borrow, repair, or find a second-hand option instead?
2. Consider the Impact on Future Generations
The fast fashion, electronics, and gadgets that dominate Black Friday sales are often produced with little regard for environmental impact or workers’ rights. Participating in this frenzy perpetuates a cycle that leaves our planet—and our children—with fewer resources and more waste.
Instead, let’s shift our focus towards sustainability. Buy only what you genuinely need and seek out businesses that prioritise ethical practices. By doing so, you’re casting a vote for a better world, one purchase at a time.
3. Preserve Nature and Our Planet
New Zealand is renowned for its natural beauty—crystal-clear waters, lush forests, and vibrant wildlife. Overconsumption threatens these very landscapes. When we buy cheap, mass-produced goods, we’re contributing to deforestation, pollution, and waste that harms our environment.
By saying no to Black Friday, we embrace the Kiwi spirit of conservation. We honour the land that sustains us and commit to protecting it for future generations.
What Can We Do Instead?
Saying no to Black Friday doesn’t mean abandoning the idea of shopping altogether. It’s about redefining how, when, and why we buy.
1. Shop Local
Support Kiwi-owned businesses that align with your values. Buying local not only reduces the environmental impact of shipping but also strengthens our community.
2. Choose Quality Over Quantity
Invest in fewer, high-quality items that will last longer. Whether it’s clothing, electronics, or home goods, durable products often end up saving you money and reducing waste in the long run.
3. Embrace the Second-Hand Movement
Thrift stores, trade sites, and community buy/sell groups offer great alternatives to buying new. Plus, you can often find unique treasures while reducing your environmental footprint.
4. Practice Gratitude
Black Friday thrives on the idea that we need more to be happy. But true contentment comes from appreciating what we already have. This holiday season, focus on gratitude, connection, and experiences rather than material possessions.
5. Advocate for Change
Speak up about the importance of mindful consumption. Encourage friends, family, and your community to reflect on their buying habits and make more sustainable choices.
A New Kind of Legacy
At its core, saying no to Black Friday is about creating a new legacy—one of mindfulness, sustainability, and integrity. It’s about recognising that our choices today shape the world of tomorrow.
When we align our actions with our values, we empower ourselves and inspire others. Instead of succumbing to the noise of Black Friday, let’s focus on what truly matters: preserving our planet, supporting our communities, and building a future where our children can thrive.
So this November, resist the urge to join the shopping frenzy. Say no to Black Friday, and say yes to conscious living. Together, we can redefine what it means to celebrate, consume, and care for the world around us.
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