Green Friday vs Black Friday: Business Development Director Anick explains

"I would love to talk to all those companies and consumers for whom this applies. Because ever since I became acquainted with the logistics world, I've looked at this phenomenon quite differently…

November is the month of the Black Friday shopping spree, resulting in a huge number of online orders. Let's move away from this flood of orders, especially in a sector where it's already challenging enough to find staff and operate sustainably. Why – and more importantly: how should we do this? I'll explain in this article about Green Friday vs Black Friday!”

A Perspective on Black Friday

“Bargain hunting; I used to love it. Not just for myself, but especially for the kids. Because what's more fun than playing Santa Claus or Sinterklaas? As a parent, you'd do anything for those happy faces. So you search online for the best deals. But now I know better…

Since 2016 – the year I became active in the logistics sector – I no longer view the 'Black Friday' phenomenon solely as a consumer. In my previous job, I saw firsthand how challenging it is to staff up during this period.

Currently, at RoutiGo, I'm launching a new label where, in addition to software, we also offer our 'logistics brains'. With this, we help entrepreneurs with topics such as electrification, zero-emission issues, and optimizing logistics operations. Why? Because I believe we are collectively responsible for a society where logistics are carried out as efficiently and sustainably as possible. With this knowledge, I try to make my online purchases as responsibly as possible.

It's Illogical for Companies to Participate in Black Friday

“Companies participating in Black Friday are literally shooting themselves in the foot. Why would you offer all your deals in one weekend? Especially when all delivery companies are charging their highest rates? It's simply illogical. And almost impossible, by the way, in a market where it's already hard enough to find sufficient staff. 

Combined with the increasing focus on sustainability, this completely misses the mark, in my opinion. Especially considering that most consumers return the majority of their purchases the following week! In short, even more transport movements.”

A Message to Entrepreneurs

“It can be different. You don't *have* to participate in this shopping frenzy. Fortunately, more and more companies are realizing this. They understand that things can't continue this way. Endless free returns, creating unnecessary road traffic, is simply outdated. Did you know that households, through their consumption patterns, are globally responsible for about 65 to 70% of greenhouse gas emissions? I'm curious what specific impact Black Friday has on the environment. 

It's great to see companies becoming more conscious about this. For example, Picnic has been returning DHL packages for years. In 2022, this amounted to 200,000 items, and since 2023, the company also takes back old electronics. That's how you make an impact! And at Wehkamp, you recently started paying for every item you return. The first result? A whopping 10% fewer returns!”

Misconception About Consumers

“Research shows that a whopping 1 in 3 Dutch people think Black Friday is nonsense. They state that it encourages buying many unnecessary items. And more and more people are aware of its negative climate impact. What's more, 25% don't even participate in Black Friday due to environmental and climate concerns. It seems too few entrepreneurs are aware of these statistics, otherwise, you'd choose a different commercial approach, wouldn't you?”

The Dilemma: Do You Participate in Green Friday?

“As a company, you participate in Green Friday by making a statement by not offering discounts during Black Friday. Some companies even take their webshop completely offline. Ultimately, it comes down to prioritizing sustainability. I find it a powerful movement that more and more companies are joining in and no longer exhibiting herd behavior.

That's why I always tell entrepreneurs that even a few changes can make an impact. For example, by adjusting your customer's expectations, spreading out offers, critically examining the ordering process, and the delivery time. For instance, drive with fuller vehicles, inform your customer when you'll arrive so the delivery person doesn't find an empty house, and lower your costs per stop.

Make home delivery more expensive than pickup at a parcel point. Or make delivery costs higher on busy weekdays, so you can fill your vehicles more on quieter days and reduce trips on already busy days. Drive your routes smarter. Or, for example, deliver all webshop orders on a single day. Because how truly necessary is 'next day delivery' for the consumer?”

What will you choose?

“There's a good chance that the aforementioned changes in your delivery strategy are not only sustainable choices but also financially attractive ones. So I'm very curious about your opinion: are you afraid of losing revenue and will you continue to follow the herd, or do you see this counter-movement as an opportunity?” Let me know what you think!

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