Pioneering Fair Trade retailers People Tree, Divine and Traidcraft are offering an alternative to the frenzy of Black Friday – as a new Traidcraft conducted survey results show that more than half of the UK is negatively affected by the shopping fever in the run-up to Christmas.


  • More than half of people (54%) said they experience negative emotions when shopping in the run-up to Christmas – feeling stressed, anxious, ill, argumentative and violent.


Traidcraft’s ‘Just Friday’ initiative is designed to make Black Friday light again. The thinking behind the campaign is that if people took a moment to stop, breathe, and buy mindfully and ethically, they could use their spending power to help people across the world.


Larry Bush, Traidcraft’s Marketing Director, says: “Imagine if just 1% of the £1bn that retail analysts predict will be spent on Black Friday was spent with ethical, Fair Trade organisations like Traidcraft and People Tree? Even this small percentage could help us improve the lives of hundreds of thousands of people across the developing world and make a huge difference to someone’s life – and you’ll be buying a beautifully handmade, unique gift for family and friends.”


“So on Black Friday, one of the most chaotic days on the shopping calendar, we’re offering an alternative with Just Friday and asking people to take a few moments and think about their buying choices.”


Safia Minney MBE, Founder & CEO of People Tree says: “Mindless consumption that makes Christmas shoppers feel uncomfortable, especially at the cost of workers and the planet, has to stop. We can create change, a different way of doing business and buy Fair Trade, ethically and sustainably this Just Friday.”


Sophi Tranchell, Managing Director of Divine Chocolate says: “We are delighted to support “Just Friday” as an antidote to “Black Friday”.  At Divine Chocolate we believe that we all need to cherish chocolate and recognise the impact that it has on the people that grow the cocoa and the places they live.  Spending your money at Traidcraft on Just Friday is a great way to do that.  Together we can make the world the way we’d like it to be.”