Black Friday has rapidly evolved from an American shopping tradition into one of Australia’s biggest retail events — with spending expected to hit a record $6.7 billion between Friday and Monday, according to the Australian Retailers Association. The sales now rival Boxing Day as the nation’s top shopping period, driven by aggressive advertising across every category, from clothes to energy plans. But as the frenzy grows, so too do questions about its sustainability.
Some Australian brands are pushing back, rejecting the event over concerns about overconsumption and environmental impact. Labels like Caves Collect and Sister Studios have chosen to sit out, arguing that the heavy discounts promote wasteful buying and put pressure on smaller, locally made businesses. “Consumers buy things they don’t need, and someone always pays — whether it’s the environment, workers, or small brands,” says Caves Collect co-founder Johanna Ryle-Howe.
Others, however, are finding ways to take part responsibly. Boody, a certified B-Corp, initially avoided Black Friday but now offers sales to make sustainable products more affordable. Similarly, Kuwaii introduced smaller pre–Black Friday promotions, aiming to strike a balance between ethics and accessibility. As founder Kristy Barber puts it, “Sales can help people buy into ethical fashion — but we don’t align with the frenzy.”
While the retail industry celebrates a spending surge, environmental advocates warn of a growing downside. The Total Environment Centre estimates that nearly all 150,000 tonnes of soft plastics end up in landfill, urging tougher waste reduction measures. Yet despite these concerns, the ARA maintains that Black Friday brings “a bit of fun” to the retail calendar — proof that, for many Australians, shopping remains a national pastime.
