When it comes to Black Friday, or any holiday shopping, the same buying rules apply for me: items must be ethically made and I must be thoughtful about my purchases. I don’t let myself get caught up in the hype or the sale. If it’s not ethically made and I don’t absolutely LOVE it, I don’t buy it, period. Part of the beauty of buying fewer and better items means I don’t need a bargain because there’s no goal to maximize the number of "things".

There's a lot of cognitive dissonance at play for ethical retailers.