Brussels plans anti-Black Friday campaign to champion local goods

The City of Brussels is planning its own version of Black Friday that puts the spotlight on local goods and traders.

Black Friday is an American shopping holiday in which merchants offer steep discounts to entice shoppers, named because the period before the winter holidays is when many stores would “enter the black” in terms of their profit margins.

The holiday has become popular outside of the US now, but Brussels is hoping to combat the hyper-consumerist culture around it by organising its own version called Local Friday.

Starting on 24 November and running until 26 November, “Local Friday is a push to highlight our local businesses, their offerings and their dynamism,” said Fabian Maingain (DéFI), alderman for economic affairs for the City of Brussels.

About 30 traders are involved in the initiative, including Smell Stories, La Boite à Musique, Boutique Japan, Sauvage Décor and Natacha Cadonici.

“For us, Local Friday is a way to consume with a conscience, to enjoy a menu that highlights local Brussels producers,” said Adeline Barras of restaurant Entropy.

During Local Friday week, the end-of-year illuminations in Brussels will also be switched on, to mark the start of Winter Wonders.