Against a backdrop of hashtags like #takebackblackfriday, #buynothingday and #boycottblackfriday, popular sustainable fashion brands took their stance on Black Friday and Cyber Monday.

Some, pushing to break away from the consumption-centric capitalist model, chose to opt out. Others, arguing the sustainability of their business was as important as their eco-driven mission, presented a rationale for Black Friday participation.

Here are the key Black Friday marketing trends observed during the just-concluded promotions that lasted from one to five days.

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