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IKEA Canada to launch sustainable Black Friday campaign

 21 October 2020     HGO Staff 

BURLINGTON, Ontario – IKEA Canada is planning to take a different approach to Black Friday, the retail phenomenon that began in the United Stares as a kick-off to the Christmas selling season on the day after their Thanksgiving holiday in November. It spread to Canada a few years later.

In an announcement made last week, this country’s second largest home furnishings retailer said it will put sustainability at the core of its offer, highlighting products and services that are better for both people and the planet. This year, Black Friday will fall on November 27.

Instead of door crasher deals, IKEA said it will invite its Canadian customers to sell back their gently used IKEA products and will offer as much as double its sell back value (which is determined by store staff after reviewing the item) in store credit during the campaign period.

The retailer said it wants to make sustainable living more accessible and affordable. It will also stage furniture donation drives and offer special promotions of ‘as is’ products as well provide inspiration for extending the life of second-hand IKEA furnishings, both in-store and online.

As part of its new alternative Black Friday campaign, IKEA Canada will promote more sustainable living by creating increased awareness of its ‘as is’ furniture assortment, along with other measures.“On one of the biggest shopping days of the year, we want to change the conversation from one of mass consumption to mass circularity, and show how sustainable living can be easy and affordable for everyone,” IKEA Canada’s head of sustainability, Melissa Barbosa said in a statement. “This Black Friday, we will redefine savings by inspiring and enabling Canadians to save not only money, but also water, energy, waste and resources.”

In its announcement, the company said it’s transforming its business model – in every are from furniture to food, production to home delivery and energy to investments – as part of its drive to become fully circular and climate positive by 2030. “This includes designing only with renewable and recycled materials; offering new ways for customers to acquire, care for, prolong the life of and pass on IKEA products; and joining forces with other organizations and individuals who share the same determination for change,” the retailer said.

To help reduce the number of home furnishing products thrown away each year, the IKEA Sell-Back program enables customers to return gently used items back to the retailer in exchange for store credit. Furniture is then given a second life through resale in the local store’s ‘as is’ section or through donation.

Barbosa said since it was launched in early 2019, the sell-back program has seen strong engagement from its Canadian customers. To expand its circular offer, IKEA is piloting a mattress donation program with Furniture Bank and offering a kitchen recycling program with Habitat for Humanity where customers can donate pre-loved kitchens for a tax credit.

IKEA has phased out single-use plastics from its home furnishing range and recently launched a ‘green dot’ product guide to help consumers live more sustainably at home.

“Every year, IKEA products and services are part of millions of Canadians homes and we have a responsibility to support our customers to live a better everyday life within the limits of our planet through affordable, straightforward solutions,” Barbosa said. “We are committed to helping our customers reduce their household climate impacts by continuously evolving the products and services we offer to help reduce energy use, water consumption and waste.”

The IKEA Canada Black Friday campaign will run from mid-November through until the end of the month.

Part of the Ingka Group, IKEA Canada operates 14 stores across the country and welcomed 31 million visitors last year. Its virtual store at hosted some 117 million visitors.

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Home Goods and its accompanying newsletter - HGO This Week - covers the furniture, bedding, appliances, consumer electronics, accessories, lamps and lighting and floor coverings product sectors of the big ticket home goods market in Canada. HGO is also a forum for the dissemination of market research and hard-hitting articles on best practices for Canadian retailers.

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