CmiA farmer; Credit_Martin J. Kielmann
Across the EU, people buy an average of 26 kilograms of textiles per person every year [1]. Clothing also happens to be one of the most in-demand categories during Black Friday [2], when shoppers rush to grab the best deals. At the same time, sustainability is becoming a stronger part of purchasing decisions [3]. Surveys show that many consumers now avoid buying products that are not sustainable, reflecting a clear shift in mindset [4].
According to Tina Stridde, Managing Director of the Aid by Trade Foundation, Black Friday and sustainability do not have to be at odds with each other. She explains that shoppers can still enjoy discounts while choosing responsibly made products. Clothing certified under the Cotton made in Africa (CmiA) standard, for example, is often available during Black Friday sales, making sustainable choices more accessible.
Sustainability already plays a major role in online textile purchases—44% of garments bought online are made from sustainable materials [5]. CmiA places strong emphasis not only on environmental protection but also on social responsibility. The standard supports better water and soil management, reduces climate impact, and ensures ethical practices in cotton farming. This includes empowering women, respecting human rights, prohibiting child labour, and supporting small farming communities in Africa.
For shoppers, checking the label for the CmiA seal is a simple way to make a thoughtful decision while still enjoying a great deal. Sustainable textiles last longer, add real value to a wardrobe, and continue to bring satisfaction well after the Black Friday rush has ended. Each piece of responsibly produced clothing represents a small but meaningful step toward a better textile industry.
The wider sustainability transition will only succeed if both consumers and companies take action together. As Tina Stridde highlights, Black Friday can even become a catalyst for positive change when it encourages support for transparent supply chains, fair working conditions, environmental care, and responsible use of resources.
Her message is clear: every purchase counts.
[1] https://www.europarl.europa.eu/doceo/document/A-9-2023-0176_DE.html
[2] https://www.bcg.com/publications/2025/consumers-are-rewriting-rules-year-end-sales
[3] https://www.idealo.de/dam/jcr:984ecb4d-dbc4-4e24-b526-436ad327b859/idealo_Black-Friday-2025-Umfrage_Whitepaper.pdf Survey in Germany
[4] https://www.idealo.de/dam/jcr:984ecb4d-dbc4-4e24-b526-436ad327b859/idealo_Black-Friday-2025-Umfrage_Whitepaper.pdf Survey in Germany
[5] https://www.dhl.com/content/dam/dhl/local/global/dhl-ecommerce/documents/pdf/g0-dhl-e-commerce-trends-report-2025.pdf