Break Tradition, Not the Planet: This Black Friday, Shop With Purpose
BREAKING TRADITION, NOT THE PLANET
Black Friday is synonymous with overconsumption—flash sales, impulse purchases, and a cycle of waste.
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.
This years black friday initiative.
For the first time, we’re keeping our shop open—but not to chase profits. Up to 40% of every purchase will be donated to Wilderness Australia, a vital organisation working to preserve Australia’s natural heritage.
But this year, we’ve chosen a new path—one that transforms Black Friday into a force for change.
Here's how your purchase will give back;
20% of sales from our Core Collection—timeless staples crafted with care—will go to Wilderness Australia.
40% of sales from our Archive Collection—pieces we’ve brought back as a nod to our journey—will also be donated.
Our goal is clear: to raise $10,000 for Wilderness Australia and make a meaningful impact on our environment.
Why We’re 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.
Your Purchase, Your Impact
This Black Friday, your purchase is more than jewellery—it’s a donation to protect Australia’s wilderness. By choosing The Swallow Signet, The Dusk Chain Necklace, or pieces from our Archive Collection, you’re supporting conservation efforts that safeguard ancient forests, wildlife, and ecosystems for future generations.
Instead of asking, “How much can I save?”, consider this: how much can I give? By shopping with us, you’re turning a day of excess into an act of generosity.
Escape the Noise. Shop with Purpose
This Black Friday, let’s escape the noise. With your support, we can show the world that shopping doesn’t have to come at the Earth’s expense. The choice is yours. Will you shop with purpose?
Shop Now, make an impact, and help us reach our $10,000 goal for Wilderness Australia.
