Green is always in fashion: shop the sales more sustainably

Black Friday and Cyber Monday are over for another year, but many retailers are still offering discounted prices to tempt us to part with our money.

Post-Christmas, there will inevitably be even more seductive offers in the January sales - which often start on Boxing Day or even, online, on Christmas Day itself.

It's easy to get caught up in the hype and buy something you don't really want or need, fall for a deal that isn't as good as it seems or, even worse, get scammed. 

So if you plan to pick up some bargains, here's our advice on how to shop more sustainably the next time you hit the sales. 

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Sustainable sales shopping

Some retailers seem to advertise an almost-permanent sale, and in certain sectors the sales roll around on a very predictable basis. The fashion world, for example, is dominated by both seasonality and trends that require a big sell-off every few months - hence a winter sale, spring sale, summer sale, etc. - while most clothing stores will always have a rail or two of marked-down items.

But not only can the deals sometimes be duds, rash purchases can also add to your environmental impact, especially if products are quickly discarded when they don't last, or simply fail to meet expectations.

Here are our tips to ensure you don't end up regretting a purchase, plus some alternative ways to shop.

1. Research ahead of a purchase

We know from years of Which? research that many sales 'bargains' aren't as attractive as they first seem.  

Every year, we analyse Black Friday deals and compare the prices we see to the same products' price history for the six months before and after the sales weekend. The results tend to be damning - our 2024 investigation into 2023's prices found that an incredible 9 in 10 products were cheaper or the same price at other times of the year.

Read more: the Black Friday deals exposed as duds

That said, there are always deals to be found if you know where to look. But to avoid pitfalls, it pays to do your research and know what you want before you start spending.

Our 15 top shopping tips for Black Friday are just as relevant for sales shopping at any time of the year.

If you're planning to buy a new home appliance, research how much it will cost you to run over its lifetime. A cheaper upfront price can be a false economy if an appliance burns through your electricity when it's in use. 

Head to our guide to how much your appliances cost to run for more details.

2. Only buy what you need

With so many retailers offering attractive discounts, there's a risk of snapping up bargains without considering whether we'll really make use of them.

Buying things we don't need contributes to a throwaway culture and a rise in landfill waste. A shiny gadget that's never used, or a half-price outfit that's never worn, is a waste of the energy and resources that went into making it, even if it comes at a discounted price.

But if you do need to replace an essential item or find the perfect gift for someone, there's no harm in checking discounts to find a good deal on something you know you plan to buy anyway.

3. Spend your money where it makes a difference

So, if you know what you need and are sure it's the right choice for you, where will your money make the most difference?

According to the Independent, UK consumers were expected to spend £3.18bn on Black Friday alone in 2024. In 2023, the average expenditure was between £700 and £980 per person.

In 2023, retail sales in Great Britain were worth £510 billion, of which a huge 40% was spent in food shops. A further 11% was spent on clothing and footwear, and 7% was spent on household goods including electronics and furniture.

Spending just some of that in local, independent shops can make a real difference to small business owners. 

Buying locally made, sustainable goods can also reduce the need for shipping and avoid packaging waste.

Here are four ways to turn your shopping green:

Support small businesses

According to the UK Department for Business and Trade, there were 324,995 retail businesses as of 1 January 2024, accounting for 8.6% of UK jobs. 

In common with most other sectors in the economy, small and medium-sized enterprises (SMEs) made up over 99% of retail businesses.

Small Business Saturday is a campaign that encourages consumers to shop locally and support small businesses in their communities. 

Small Business Saturday 2024 is on 7 December; the online Small Business Finder lists retailers taking part but is also searchable all year round to find shops near you. 

Visit your local high street in person or online

Independent high-street retailers need support more than ever. Having survived high inflation and a cost-of-living crisis, many still face lower footfall as people continue to work from home and shop online.

Smaller retailers often sell local, handmade, and sustainable products that you won't find in chain stores or big online shopping sites.

Many local councils compile an online small business directory for retailers in their area, and some also hold annual awards ceremonies to recognise the best local businesses. 

Find your local council website

Even if you can't shop in person, there are online options. Many independent shops have their own website or social media page or a presence on online marketplaces.

There are also online platforms such as Trouva, which lists homeware, clothing and lifestyle products from independent bricks-and-mortar boutiques and excludes online-only sellers. It's Europe-wide, but you can limit your search to the UK or find shops near you.

Or try Wolf & Badger, which is a B Corp-certified platform featuring more than 2,000 independent brands offering sustainably and ethically produced jewellery, homeware, accessories, fashion and beauty products.

Try specialist online marketplaces

For unique handmade items, online marketplaces featuring independent sellers are the place to go.

Perhaps the most popular of these is US-based Etsy, but be warned that not everything you'll see is handmade or made locally. Production may be outsourced to factories, so check listings carefully and use the filter options to find local sellers and handmade or vintage items.

With a reputation for high-end products, Not on the High Street currently lists only UK-based sellers and is selective about who can join. Shoppers can search for items that are made in Britain and/or are eco-friendly.

The smaller Folksy describes itself as the 'home of British craft', while relative newcomer NuMonday also provides a platform for UK artists and makers. Both list only UK-based sellers.

While such platforms are a good way for small businesses and craftspeople to reach a wider audience, they all charge various monthly fees, listing fees, or commissions, which reduces the amount the seller receives.

If you can buy directly from the seller's own website or shop, more of your money goes directly into their pocket.

Shop secondhand

Whether you call it used, pre-loved, vintage or secondhand, there's no doubt that there's been a boom in buying and selling pre-owned items. 

Online marketplaces such as Depop, eBay, Facebook Marketplace, Gumtree, and Vinted list a wide range of secondhand goods, which can help you reduce your environmental impact while rehoming unique and stylish pieces.

We asked customers to rate them all to find the best and worst places to shop second hand online.

Don't forget your local charity shops - the original treasure troves of pre-loved clothes, books and much more. The Charity Retail Association has a directory of UK charity shops where you can find one local to you. You can search by product type and by charity name, and also find online charity shops.

Look for our Eco Buys

If you're looking for bigger household items, check out our Eco Buys. Which? researchers have been hard at work testing appliances to determine which products are the most energy-efficient and long-lasting, as well as being excellent performers overall.

Our Eco Buy reviews highlight those we've found to be the greenest on the market. Many of them also have a good track record for durability and low running costs, so they'll save you money in the long run.

We've recently added mattresses to the list, alongside washing machines, dishwashers, fridge freezers, microwaves, kettles, headphones and many more.

You can find a full list of our Eco Buy categories and what qualifies each product in our guide to choosing a Which? Eco Buy.

Try a shopping detox

If the constant sales ads leave you cold, or you'd just like to give your wallet a break, you're not alone.

A number of campaigns have sprung up to encourage shoppers to take a breather and focus on other things, such as Buy Nothing Day - a 24-hour detox from consumerism conceived as an alternative to Black Friday - and Keep Britain Tidy's award-winning Buy Nothing New Month, which challenges you to buy nothing new (except essentials such as food and medicine) for a month.

Other initiatives such as Secondhand September and the No New Clothes challenge are designed to help consumers rethink their fashion-buying habits. The Off The Hanger campaign offers ways to reorganise, restyle and re-wear your existing wardrobe rather than buying new clothes.

Although some of these campaigns are focused around specific dates or timeframes, there's no reason you can't set your own challenge or pledge to buy less.

Avoiding shopping is free, and gives you back some time to do something more relaxing, such as getting outside into nature.

Suggestions for alternative activities include:

• Do something nice for someone
• Do something to support a charity, your local community or any good cause
• Take time to create something
• Meditate or otherwise invest your health

You might also take the opportunity to commit to improving your future shopping habits by: 

• Cutting back single-use items: Avoid single-use bottles, plastic cups, cutlery and takeaway packaging.
• Reducing packaging waste: Choose plastic-free or packaging-free products. Avoid wrapping paper, and try reusable gift bags instead.
• Avoiding fast fashion: Look beyond the label and choose sustainable clothing. Mend, upcycle, sell or donate your existing clothes to a local charity, and buy second-hand where you can.

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