Every November, the internet explodes with flashing banners, countdown clocks, and 'unmissable' Black Friday bargains. But behind the hype lies a darker story—one of environmental destruction, overconsumption, and mounting pressure on small businesses to compete in a race they can't win.

At Little Change Creators, we’ve never taken part in Black Friday sales. Here’s why—and why we believe saying no to mass-consumerism matters.

The Environmental Cost of Black Friday

Black Friday has become one of the biggest shopping events in the world, but its environmental footprint is staggering. In 2022, Professor Phil Purnell, a circular economy expert from Leeds University, told German broadcaster DW “Our research shows that 400,000 tons of CO2 will be emitted into the atmosphere as a result of transport for Black Friday in the UK this year alone.”  That’s the equivalent of well over 200,000 return flights from London to Sydney, and that’s before you even factor in the mountains of packaging waste and products destined for landfill when cheap, impulse buys inevitably break or fall out of favour.  Horrifying, isn’t it?

As Australian Giftguide points out, this kind of “retail holiday” encourages unnecessary consumption, fuelling waste and pollution at a time when we desperately need to move towards circular, sustainable economies.

The Impact on Small Businesses

For independent businesses, Black Friday can feel less like an opportunity and more like an ultimatum: slash your prices, or risk being ignored. But for small makers, ethical brands, and local retailers, those kinds of discounts aren’t sustainable.

Magpie Goose, an Indigenous fashion label, shared how doing things the right way—paying artists fairly, using ethical production, and valuing quality over volume—costs more. And when consumers expect “fast and cheap”, it pushes responsible businesses to the brink.

At Little Change Creators, we’d rather stand with our stockists (many of them small, independent stores) than undercut them with mass-discount events. For us, community matters more than competing with retail giants.

Why We Choose a Different Path

Instead of joining the frenzy, we stay true to our ethos:

Sustainability first

Little Change Creators’ top-quality silicone colouring mats and washable painting mats are designed to be reusable, durable, and kinder to the planet. From FSC-certified packaging and carbon-neutral printing to premium silicone that last for years, we prioritise long-term impact over short-term sales.

Supporting people & planet

As a People + Planet verified social enterprise, Little Change Creators works with Australian suppliers and purpose-driven organisations such as HELP to provide meaningful work to people with disabilities, making sure our business is about more than just products.  We also donate products to many causes and charities supporting disadvantaged and vulnerable children.

Partnership over profit

At Little Change Creators, we’d rather help our retail partners thrive year-round than take part in a one-day discount race that benefits only the biggest players.

This philosophy echoes what our founder, Paige McInnes, shared with Kochie’s Business Builders: that sustainability is not just good for the planet—it’s good for business, too.

Choosing Better This Black Friday

We’re not saying don’t shop. But we are encouraging families to pause and ask:

• Do I need this, or is it just a bargain calling my name?
• Could I support a small business or social enterprise instead of a bigger brand or global chain?
• Will this item last, or will it end up in landfill by next Christmas?

When you buy consciously—whether it’s from Little Change Creators or another purpose-driven brand—you’re casting a vote for the kind of world you want your kids to inherit.

Final Thoughts

Black Friday thrives on urgency, impulse, and excess. But at Little Change Creators, we believe kids (and parents!) deserve better than fast, disposable consumerism. That’s why we’re proud to stand apart from the madness and keep doing what we’ve always done: create thoughtful, sustainable, and screen-free activities that spark joy—without costing the earth.

This Black Friday, let’s choose change over chaos.

About the author

Paige McInnes is the founder and creative force behind Little Change Creators, an Australian brand on a mission to spark creativity and kindness through screen-free play. With a background spanning police artistry, visual merchandising, retail design, and teaching art abroad, Paige brings a unique mix of creativity and purpose to everything she does. She launched Little Change Creators in 2021 after years of crafting activities to inspire her children's imagination and seeing firsthand the power of screen-free creative play.  Outside of work, Paige loves travelling, live music, theatre shows, and exploring new cuisines.