Whole Foods Market is urging shoppers to turn their backs on next week’s Black Friday and instead donate money to charity.
The organic and natural foods retailer attacked what it said was the rampant “consumerism” behind the event, and promised to “make a stand” with its own day, named Give Back Friday.
The fundraising drive will see Whole Foods Market donating 5% of its gross sales to the Centrepoint charity, which helps homeless young people.
The move comes as a string of retailers have either scrapped or scaled back their Black Friday activity this year. Asda has dropped out, with Argos, Primark, Oasis, John Lewis and Mothercare either cancelling the sales event or reducing their participation. Meanwhile, Morrisons is supporting Giving Tuesday, which follows Black Friday and Cyber Monday.
Benjamin Woodgate, marketing coordinator at Whole Foods Market, said the retailer wanted to “swim in the opposite direction of the normal retail market” by supporting Centrepoint.
“We encourage everyone to give a little to this wonderful charity, and especially to shop at a Whole Foods Market store on Friday 27 for Give Back Friday,” he said.
Woodgate added Whole Foods Market had “a deep appreciation for the crucial efforts of Centrepoint in helping young people. Our customers are always incredibly generous when it comes to our higher purpose, and already we have seen this giving through donations at our till points.”