Finnish Clothing Company Shuns Black Friday Deals, 'Sells Friends' to Promote Loneliness Charity

The stunt was run to support NGO HelsinkiMissio, which saw people donate through the Pure Waste site

Black Friday might be the biggest shopping day of the year for Europeans, but the event could also become one for consumer giving too—or at least that was the view of a Finnish clothing company that pulled a stunt to highlight the need to combat loneliness in the country.