Every November, it's the same scene: Screens ablaze, ads blaring, the fear of missing out whispering louder than ever. But by 2025, the picture has shifted somewhat. Consumers now know the same tune by heart. As brands get louder, we grow quieter.
The Collapse of Noise
Black Friday initially meant just one day. Stores opened at midnight, long lines formed, and the rush of the final hours fueled shopping. But with the rise of e-commerce, this "one-day" effect dissipated, with campaigns spreading over weeks, even entire months.
The result? A constant noise.
The volume of advertising has grown, but its credibility has diminished.
According to a study conducted in Ireland, 45% of participants said they made "impromptu purchases" during sales and later regretted those decisions. This regret is known in behavioral science as "FOMO," or " Fear of Missing Out ."
The retail industry now markets an emotion rather than a product: anxiety.
Discount Fatigue: The Loss of Confidence
Years of aggressive campaigns, misleading discount strategies, and brands that are always on sale have eroded consumer trust. Discounts are no longer a privilege; they've become the norm , even an expectation . And when trust is lost, that magic is broken. Today, brands can make a difference not by shouting louder, but by speaking more honestly. The noise is no longer profitable because people are no longer listening.
The Planet's FOMO
November shakes not only coffers but also the planet's balance. The data is striking: 70% more carbon emissions are released globally during Black Friday. A significant portion of purchased goods end up in the trash before the year is out.
So the āfear of missing outā is draining not only our wallets but also our planet.
According to data from the United Nations, 2 billion tons of waste are produced each year, most of which is "purchased" by developed countries. Microplastics that break off from cheap fabrics mix with water, soil, and the sea, then return to our tables like a boomerang. We eat dates on Black Friday... whatever.
Someone's "Excess" Is Someone Else's Poison
That impulsive purchase could end up in a garbage dump in Kenya. Every year, tons of returned and defective products are shipped to African and Asian countries. One person's surplus becomes another's poison. And that's how the system works. Consumer culture isn't just an economic issue; it's an area of āāethical responsibility.
What's Changing? Silent Strategies Are on the Rise
The volume-driven "more is better" approach is now being replaced by "profitability, trust, and meaning." Brands are choosing to listen instead of shout, and to build loyal communities instead of targeting large audiences.
According to Boston Consulting Group's 2025 study, while 79% of consumers plan to shop during year-end sales, a large portion now compare, question, and choose using AI-powered tools. In other words, the point isn't just about shopping, but about making informed choices .
A View from TĆ¼rkiye
In TĆ¼rkiye, the situation takes on a slightly different tone. High inflation, fluctuating exchange rates, and declining purchasing power are interpreting discount periods as an "economic defense mechanism." While consumers are eager to seize the opportunity, they are also questioning whether the discount is truly a discount.
A study published in Diva Portal shows that online shopping behavior in Turkey is shaped by peer influence and the concept of FOMO. In short, it's not just price that's being purchased, but also trust.
Our stance
For us, discounts aren't a marketing gimmick; they're an opportunity to think. As a brand that supports women's labor, local production, and sustainable materials, we know it's possible to shop "less, but better."
That's why we don't shout every year when November rolls around. We're a quiet reminder: What you really need is what stays with you for the long haul.
If you are ready, add a difference to your list this year: š¤ Think, choose, make it happen.
Resources
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How Does Black Friday Impact the Environment? ā CleanHub.
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79 % of consumers plan to shop as GenAI usage spikes ā BCG.
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Worst Black Friday Deals for The Planet ā Population Matters.
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The Environmental Impact of Black Friday ā TransportCapital.
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Environmental awareness and sustainability in times of Black Friday ā CO2Revolution.
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A Study on Black Friday Consumers in Turkey ā Diva-Portal.
