The Paradox of Anti-Capitalism: Confronting Black Friday

I almost feel guilty to admit that I have been feeling the familiar sensation that arises each year around this time of the year. Scrolling through the accounts of my favourite brands, I notice myself eagerly waiting for that announcement: Black Friday Sale. But wait, I don’t like where the world is going. I don’t want to be a pawn in this orchestrated consumerist craze.


In a previous blog, I describe how individuals constantly seek for alternatives to compensate for the guilt that comes from being part of a system that is putting so much pressure on our planet. This becomes evident in trends such as the rise of plant-based milk, the emergence of recycled fashion, and the urban meditation movement (For a deeper exploration of these urban trends, feel free to check out my blog on “Urban Trends in Amsterdam: Embracing the Guilt Economy”). What’s particularly intriguing is the contradiction of this heightened consumer awareness and the simultaneous surge in the popularity of Black Friday. In a world increasingly conscious of its environmental impact, one might expect a backlash against a shopping craze that appears to embody the excesses of consumerism. However, contrary to such expectations, Black Friday shows no signs of slowing down any time soon.


For those trying to not fall in this capitalist trap, the advertisements and promotions create a web that’s hard to evade. Interestingly, what began as a one-day event has metamorphosed into a prolonged period, spanning from pre to post-Black Friday sales. For some, Black Friday becomes an escape from the clutches of stressful jobs, providing temporary relief from the daily grind. For others, the prospect of discounted goods serves as a remedy for the monotony of life, injecting excitement into the ordinary. Moreover, social media amplifies the struggle, as we infect each other with the desire for the next big deal. So, is it truly a choice, or are there too many nudges making the escape seemingly impossible?


I, like many others, find myself sensitive to the gravitational pull of Black Friday. In a world where prices keep on climbing, for me, as I navigate the economic challenges typical for people in my age group, the idea of getting things at a more affordable price is undeniably tempting. It’s not just a matter of choice; the allure of a good deal has a strong influence, making it hard to resist the pull towards Black Friday’s savings.


While it’s easy to criticise capitalism, it’s not as simple to escape its grasp entirely. Most of us rely on capitalism for our livelihoods, and in a capitalist society, participating in the economy is a necessity. And Black Friday, as the embodiment of capitalism at its peak, isn’t going away anytime soon. So, why not make the most out of the reality we operate within? Bringing ethics into a capitalist society requires a touch of creativity, but I made an attempt. Below, I’ll outline some ideas on how we can transform Black Friday into an opportunity for making more informed and conscious choices.

Prioritise Needs Over Wants. Focus on essential items rather than indulging in unnecessary purchases. Make a shopping list to avoid impulsive buying. Last year, I needed a new vacuum cleaner. Keeping this in mind, I lookd for a good deal, and found one. This approach allowed me to save money and partake in Black Friday without feeling too guilty.

Promote Local Businesses.Choosing to support smaller enterprises can be a powerful means of challenging the dominance of large corporations. It’s a simple yet impactful step that not only contributes to the growth of your local economy but also fosters a sense of community and connection.

Advocate for Change. Seek out companies that prioritise environmental sustainability, and social responsibility. Use your purchasing power to support companies and products that align with your values, and encourage them to make more ethical choices.


Black Friday is a paradox that reflects the broader complexities of modern life. Yet, within this intricate dance, there lies an opportunity for conscientious choices. As we navigate the complexities of our consumer-driven society, we can carve a path that intertwines practicality with ethical considerations. So, as Black Friday approaches, let’s approach this paradox with mindful intent, acknowledging that our choices extend far beyond the contents of our shopping carts. Let’s prioritise sustainability, support local businesses, or challenge unethical practices in each choice the coming weeks, and contribute to the collective movement towards a more mindful and compassionate world.

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