between ethics and commercial risk, these brands that boycott

For the first time, the online platform eBay France does not offer discounts on new products.

Accused of driving overconsumption, Black Friday is again being shunned this year by several brands and platforms, denying themselves one of the most lucrative days of the year. This Friday, for the first time, eBay France will not offer a discount on new products for Black Friday, despite forecasts still promising great success for this global commercial event.

More than half of French people plan to buy something on Black Friday, 30% refuse to do so and 15% are still unsure, the Harris Interactive institute revealed at the beginning of the week, as part of a co-funded study by MAIF and the Green Friday collective. The eBay France site has properly assessed the financial sacrifice of its initiative, but “long-term growth focusSecond-hand products, Sarah Tayeb, her deputy general manager, explained to AFP. Early this Friday morning about it Classic radiounderlines the general manager, Céline Saada-Benaben, the objective of amore reasoned and responsible consumption». «Christmas will be based on second-hand and refurbished products, be it gifts or decorations“, she adds.

Similar initiatives are emerging in the fashion sector, such as that of Vestiaire Collective, a platform for the sale of second-hand products, which banned 27 brands from the marketultra fast fashion» (SheIn, Topshop, etc.) «at the start of Black Friday“, slipping 5% of its catalog. Other online sales sites, such as Back Market and Leboncoin, have launched marketing campaigns explaining that “Black Friday is all year roundon their used goods site.

A commitment praised by associations, and in particular Extinction Rébellion (XR), whichrejoices” of this “step in the company’s vision of Black Fridaysaid Isabelle, aka MegaPinthea, of XR. “Communicating about this boycott is also a selling point for brands, so it doesn’t promote sobriety, but it does help raise awareness.‘, however, qualified the activist.

“Dangerous Game”

Since 2018, the 500 structures that make up the Green Friday collective have participated in a large-scale operation to boycott the event, ban discounts from their stores and donate 10% of their turnover from that day to associations. A choice that willmaybe sometimes against the economy“but who makes”iron», estimates Thibaut Ringo, managing director of Altermundi and co-founder of Green Friday. The head of the network of responsible trading stores points out that not reimbursing shareholders is a model that “to invest in new projects».

And on the consumer side, can we afford not to buy cheaper? “Buy less but buy better“, the companies interviewed by AFP respond in heart and soul. An order that some consumers are already responding positively to, such as Mickaël Adioko, 27, data analyst, who told AFP “buy when needed“. For a Fnac in the west of Paris at the time of the “Black Friday week“, Alexis Garin, who works in marketing, refuses the event for reasons “ethical».

However, a tough economic situation seems to make brands more reluctant to play”dangerous gameof this year’s boycott, Édouard Nattée, founder and president of Fox Intelligence by NielsenIQ, analyzes e-commerce consumer panel. To compile its data, this panel relies on anonymized electronic receipts from millions of consumers around the world. “In 2020 and 2021 we were in a downright crazy e-commerce context, with abnormal figures (…) and stock limits“, while in 2022 it will be the opposite, explains Édouard Nattée. And to finish:This year it is more difficult for everyone, (…) more difficult to make (such) decisions».

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