Black Friday started as one standalone day. Then came Cyber Monday, Giving Tuesday, and Small Business Saturday. Stores started opening on Thanksgiving. And suddenly, Black Friday deals were dropping online nearly a full week before the day itself.
But even as Black Friday madness has grown, some brands have managed to remove themselves from the conversion conversation and start a different one about charitable giving. The retailers that partake are the ones you might expect: DTC companies like Everlane and Cuyana that put transparency and ethical manufacturing at the forefront of their brand DNA, as well as mainstays like Patagonia and REI.