There’s a number of reasons to think they might be onto something. First, there’s an increased awareness of the day, partially thanks to #GivingTuesdayNow. A one-off event hosted in in response to the pandemic, it raised $503 million in online donations with social media activity in 145 countries worldwide.
Then, there’s a growing backlash against Black Friday promotions, partially spurred by concerns about climate change. REI closes its store on Black Friday, giving its employees the day off to spend outside, while B-certified footwear company Allbirds plans to raise its prices by $1 this Black Friday. In turn, it will donate $2 for every product sold to Greta Thunberg’s youth-led climate movement Fridays for Future. Shopify Plus merchant A Good Company is also forgoing the sale-instead, it’s hosting “A Green November.” A flat discount of 15% is being offered throughout the month, with one tree planted per every ˆ10 spent.
Most importantly, as points out, the event is an opportunity to build social connectedness and kindness virtually, at a time when safe social distancing remains paramount.