Circular Monday: The Global Movement Turning Black Friday on Its Head

Photographer: Rupert Pessl.

From Black Friday to Circular Monday, a new story of conscious consumption spreading across 40 countries.

For years, November has been synonymous with an intense sales season. Black Friday and Cyber Monday have become fixtures in the global retail calendar, symbols of mass promotions and bargains. Unfortunately, the environmental bill for these few days is enormous. In the UK alone, Black Friday shopping generates around 400,000 tons of CO2 emissions – equivalent to the annual output of 375,000 people. Added to this are mountains of packaging waste, mass returns, and products that often never get used, ending up in landfills instead.

It is against this backdrop that the idea of Circular Monday was born. This alternative doesn’t encourage impulsive shopping sprees but instead promotes conscious consumer choices and the principles of a circular economy.

From Swedish roots to a global initiative

Circular Monday was founded in Malmö in 2017. The idea emerged as a counterpoint to the shopping frenzy at the end of November. It was born to be the complete opposite and also a solution to Black Friday. The goal was to create a new narrative: instead of buying endlessly new products, consumers could invest in goods that are repaired, refurbished, and reused. In other words, circular instead of linear. In just a few years, the initiative expanded far beyond Scandinavia. Today, more than 1,400 companies, organizations & influencers across 40 countries participate, with global partners including Logitech, Too Good To Go, and Zipcar. In 2024, the campaign reached over 40 million people worldwide.

Circular Monday is not meant to be a radical rejection of all consumption, but rather a compromise between market needs and planetary responsibility. “It’s an invitation to change direction, not to slam on the brakes,” explains Alexandra Davidsson, the campaigns’ co-founder and owner.

The growth of Circular Monday demonstrates that the idea of a circular economy - long associated mostly with theoretical concepts - is beginning to take practical shape. Joint campaigns, discounts on refurbished products, and the promotion of repair services have become a real alternative to disposable consumerism.

Circular economy in practice

So what does circularity actually mean? It’s a concept where products and materials don’t reach the end of their life cycle after just one use. Instead of discarding, we repair. Instead of buying new, we choose used or refurbished. Instead of burning or landfilling waste, we reintroduce it into the economy as secondary raw materials.

Consumer research shows that Circular Monday is not just a niche campaign for a handful of enthusiasts. According to Trellis, as many as 68 percent of consumers in 2023 said they were considering buying second-hand holiday gifts. Among Gen Z, the number rises to 83 percent. This signals that younger generations are far less hesitant about used products than their parents.

At the same time, the repair and refurbishment market is growing. In Europe, the so-called “right to repair” regulation is already in place, requiring manufacturers to provide spare parts and repair manuals. For many companies, Circular Monday is an opportunity to highlight their alignment with shifting regulations and customer expectations.

Consumers at the center

The ultimate success of Circular Monday depends on consumers. Changing mindsets is never easy, but statistics suggest real shifts are underway. More and more people are realizing that second-hand products not only save money but also offer quality that is often comparable to brand new items. For a generation now entering adulthood, environmental awareness is becoming a key factor in brand choice.

Circular Monday also redefines the very notion of a “shopping deal.” It’s no longer just about the lowest price but about value in a broader sense: durability, repairability, and lower environmental impact. In practice, this means that a good deal can just as well be renting, borrowing, or upcycling what we already own. “This shift in perspective could be one of the initiative’s greatest successes,” says Alexandra Davidsson.

If, in the coming years, consumers and businesses alike can be convinced that conscious choices can be just as attractive as impulsive ones, Circular Monday has the potential to become much more than a counter-campaign to Black Friday.

Looking ahead

The future of Circular Monday depends on whether it can maintain a balance between inspiration and real impact. If the movement remains merely a seasonal communications trend, its influence will be limited. But if companies truly integrate circularity into their strategies and consumers adjust their purchasing habits, the potential benefits are enormous: reduced emissions, less waste, and a more resilient economy.

In the face of rising climate pressure and unstable supply chains, Circular Monday could prove not only a symbolic response to Black Friday but also a practical guide for business and society. Whether it becomes a permanent part of the global retail landscape now depends on the determination of companies and the willingness of consumers to write a new story about what a “good deal” really means.

About Circular Monday

Circular Monday is a global movement promoting circular consumption, founded in Sweden as a positive alternative to Black Friday in 2017. In 2025, the initiative expands into Circular Week, beginning with a global broadcast on November 17 about circularity during the UN COP30 meeting.

The movement connects thousands of companies, organizations, and communities worldwide that champion repair, reuse, and mindful consumption. Taking place on November 24, Circular Monday inspires people everywhere to join the circular movement and celebrate the beauty of pre-loved.

Serving both as a global database of circular businesses, organizations, and influencers, and as a social media campaign raising awareness about circular consumption, Circular Monday continues to turn conscious choices into collective impact.