Sustainable Choices Gain Momentum Ahead of Black Friday 2025
Consumers embrace sustainability as responsibly sourced textiles enter Black Friday deals.
As Black Friday nears, new surveys show rising demand for sustainable apparel, with Cotton made in Africa® products offering ethical choices at promotional prices.
As Black Friday approaches, the global wave of shopping enthusiasm is building rapidly. While consumers gear up for major apparel purchases, recent surveys reveal a strong trend: sustainability continues to influence buying decisions. This year, shoppers will also find textiles made from responsibly produced cotton, such as those carrying the “Cotton made in Africa©” (CmiA) label, included in Black Friday offerings.
Sustainability Ranks High Among Black Friday Shoppers
EU residents buy an average of 26 kilograms of textiles per person every year.[1] Clothing consistently ranks among the most purchased categories on Black Friday.[2] Research indicates that sustainability plays a major role for many consumers[3], with nearly half avoiding products that fail to meet sustainability standards.[4]
“The Black Friday shopping phenomenon does not have to be at odds with sustainability,” notes Tina Stridde, Managing Director of the Aid by Trade Foundation. “Increasingly, sustainably produced clothing—such as items carrying the ‘Cotton made in Africa’ label—are available at Black Friday prices.”
The Impact of Choosing Sustainable Textiles
Currently, 44% of textiles purchased online are made from sustainable materials.[5] The CmiA standard protects natural resources like water, soil, and climate while emphasizing strong social criteria in cotton production. In real terms, this involves:
- Empowering women
- Upholding human rights
- Prohibiting child labour
- Supporting African smallholder farming communities
Choosing garments with the CmiA tag helps consumers make responsible decisions even during high-volume sales events. Sustainable textiles not only support the planet but also enhance personal wardrobes—offering long-term satisfaction beyond the Black Friday rush.
Shared Responsibility for a Better Textile Future
Meaningful transformation in the textile sector is possible only when both companies and consumers commit to change. “Black Friday can serve as a catalyst if we use it as an opportunity to promote fair working conditions, transparent supply chains, environmental protection, and responsible resource use,” Stridde concludes. “Every purchase counts.”