Black Friday, a No Black Friday concept that came over from the United States years ago, is a day, week or even a month that we can no longer ignore. Everything revolves around buying, buying, buying. Do we really need so many new things? In this article, we highlight a number of organizations with a counter-voice. And we give tips on how to consume consciously and go against the bargain madness.
More and more consumers , and especially young people, decide to join in the bargain frenzy. We now also know that this buying behavior is bad for the earth and that a huge countermovement has emerged.
However, recent research shows that purchases during Black Friday (and Cyber Monday) will increase again compared to last year. Two years ago we wrote an article about the dissenting voices of brands that do it differently. More examples in this article!
1. IKEA Netherlands: give furniture a second (or third!) chance
IKEA believes that furniture deserves a second and maybe even a third chance. Since 2021, the Swedish furniture store has been calling on its customers to sell old furniture back to the Swedish furniture store during Black Friday, so that it can be resold in their ‘Second Chance Corner’.
This year, the company is opting for a larger-scale approach: it is promoting existing ads on Marktplaats for second-hand IKEA furniture for a week . The message: Marktplaats is full of IKEA products list of namibia consumer email that can last for many years at an attractive price.
The advertisements are put in the spotlight with a poster campaign, radio commercials, billboards and a major social media campaign.
IKEA on Instagram
Source: Instagram IKEA
In 2023, Marktplaats users searched for IKEA phygitals: how nike, dior and gucci are dealing with this new trend products more than 8.3 million times. The top 10 most popular IKEA products aob directory include the MALM chest of drawers.