BEHIND THE BRAND: Black Friday Stance

by Merchants of the Sun 

BREAKING TRADITION, NOT THE PLANET

Black Friday’s become a global sport, flashing discounts, countdown timers, a cycle of waste and a whole lot of pressure to buy things we don’t actually need.

For the past three years, Merchants of the Sun® has taken a bold stance against Black Friday. We’ve shut down our shop to send a message: we won’t contribute to the frenzy of overconsumption or the harm it causes to people and the planet. Instead, we’ve focused on building a brand rooted in sustainability and integrity.

Our commitment is reflected in everything we do. From achieving B CORP Certification to becoming Australia’s first climate-neutral jewellery brand to using 100% recycled materials in our handcrafted designs, we’ve consistently chosen the path of responsibility. For us, opting out wasn’t about jumping on a bandwagon. From the start, our founder Matthew Banks felt strongly about resisting the noise of this day. Closing our store was our way of staying true to our principles.

Honouring our commitment:

For us, Black Friday isn’t about sales, but we still want to give it back. This year, we’re keeping our shop open, but not to chase profits. Up to 40% of every purchases over the Black Friday period will be donated to Wilderness Australia, a vital organisation working to preserve Australia’s natural heritage. 

WHY WE ARE DOING THIS

Black Friday has become a symbol of excess: overproduction, exploitation, and waste. Globally, the fashion industry is responsible for 10% of carbon emissions and creates 92 million tons of waste annually. The one-day sales frenzy only exacerbates these problems, encouraging consumers to buy more than they need, with little thought to the consequences. For the planet, the price tag is irreversible damage.

Online Shopping Emissions: The rise in e-commerce during Black Friday leads to a significant increase in packaging waste and carbon emissions from delivery logistics. In 2023, it was estimated that Black Friday deliveries in the U.S. emitted over 429,000 metric tons of CO₂, equivalent to the annual emissions of 435,000 cars. (source)

Returns Impact: Over 30% of Black Friday purchases are returned, which further doubles transportation emissions and adds to landfill waste, as many returned items are not resold but discarded.

Overconsumption: Marketing strategies for Black Friday play into “scarcity” psychology, encouraging impulse buying and overconsumption. A 2019 survey revealed that 78% of shoppers made at least one regret purchase during Black Friday sales, contributing to the throwaway culture.

At Merchants of the Sun, we reject the “buy more, save more” mentality. Instead, we believe in mindful consumption—in choosing quality over quantity, longevity over trends. Our founder built this brand on the belief that fashion and sustainability can coexist. We’re passionate about protecting the world that inspires our designs and supporting a future where people and the planet thrive together.


This Black Friday, let’s escape the noise and break tradition. With your support, we can show the world that shopping doesn’t have to come at the Earth’s expense.