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Anti-Shopping Community Events

Hubbub's #BrightFriday Campaign Asks Shoppers to Ditch Black Friday

— November 25, 2016 — Marketing
While many people are spending the day after Thanksgiving in a frenzy of holiday shopping, a UK charity has created an event called '#BrightFriday' that encourages shoppers to steer clear of Black Friday sales. With the goal of encouraging shoppers to "create memories rather than buying them," the event is likely to appeal to the growing number of consumers who have tired of the Black Friday tradition.

#BrightFriday is a multi-day event hosted by the Hubbub Foundation. The event takes place in the city of Brighton and involves activities such as pop-up salons, textile installations, comedy shows and even a satire fashion magazine called 'FAUX.' The organizers have even created a Bright Friday Spotify playlists so those who can't attend the event can still distract themselves from tempting Black Friday deals.

With so many free activities taking place, the event gives consumers a perfect alternative to Black Friday shopping.
Trend Themes
1. Anti-shopping Campaigns - There is potential to create similar campaigns promoting the idea of minimalism and reduced consumption during holiday seasons.
2. Experience-based Shopping - Creating shopping experiences that are centered around creating memories and fun activities, rather than just purchasing products, could be a disruptive innovation opportunity.
3. Satirical Marketing - Using satire and humor in marketing campaigns could potentially attract consumers who are tired of traditional marketing tactics.
Industry Implications
1. Charity/non-profit Organizations - Charities and non-profit organizations could benefit from hosting similar events that promote alternative forms of holiday celebration.
2. Retail - Retailers could consider incorporating experiential elements, like workshops, live music, and food tastings, to encourage consumers to spend time in-store rather than just shopping online.
3. Fashion - Fashion brands can potentially attract a younger demographic by incorporating satire and humor in their marketing campaigns.
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