The Social Hub launches ‘Rethink Black Friday’ to urge rethink of modern consumer culture 

Amsterdam, November 28th, 2025 –Black Friday ‘safe spaces’ were created in The Social Hub venues across Europe as the socially conscious hospitality brand offers an alternative to the global shopping event this year.    

Instead of joining the discount race, hubs in the UK, Spain, the Netherlands and Italy hosted Rethink Black Friday – a new initiative designed to help people step away from the pressure of sales culture and reconnect with what truly matters – community, creativity, and wellbeing. 

In the lead-up to the launch, The Social Hub commissioned YouGov consumer surveys across all four markets to understand how people really felt about Black Friday.  

Many cited a lack of trust in Black Friday marketing, as well as concerns the event can lead to challenges with mental health, relationships, and even the potential for shopping addiction. Respondents in all countries spoke of feeling overwhelmed by advertising, with some expressing regret after impulse purchases and a growing desire for more meaningful experiences rather than more possessions. 

Across Europe, the sentiment around Black Friday varies widely. In the UK, mistrust dominates, with more than seven in ten adults (71%) saying they do not believe Black Friday discounts are genuine. Yet almost one in five (19%) still feel pressured to spend, reflecting a tension between scepticism and the pull of limited-time offers. Younger generations feel this most acutely, with 63% of Gen Z adults who shop on Black Friday worrying the event encourages addictive spending habits. 

In Spain, emotional strain and shopping guilt are particularly evident. While 69% of Spaniards say they don’t trust Black Friday discounts, 30% still feel pressured to buy during the sales period. Feelings of regret are widespread – more than one in five Spanish shoppers confess to lamenting Black Friday purchases, and Gen Z and Millennials are the most likely to feel they’ve splurged on unnecessary items. 

Italians are comparatively more trusting of Black Friday offers, with only 58% doubting the authenticity of discounts – far lower than the UK and the Netherlands. Yet despite this trust, underlying anxiety remains, with 62% of Italians fearing the event may encourage shopping addiction – the highest concern level of any surveyed market. 

In the Netherlands, scepticism mirrors the UK, with a large majority doubting the value of discounts. Dutch respondents also expressed a strong desire for more intentional, conscious forms of consumption – aligning closely with the principles behind Rethink Black Friday. 

These regional differences reinforce a Europe-wide fatigue with sales-driven culture, coupled with a growing appetite for experiences that prioritise wellbeing over accumulation. 

Rethink Black Friday was created by The Social Hub as a response to that sentiment, opening doors to local makers and wellness practitioners, and turning spaces into calm environments for conversation, creativity and slow shopping. Guests were encouraged to switch off, step away from their laptops and take time to connect rather than consume. 

Futurist and The Social Hub ambassador Francesca Tur said: “For years, buying was a way to belong and consumption was true social currency. The industry fuelled it with algorithms, drops, influencers, and FOMO, all designed to trigger emotion over reason.  

“Now, fatigue is setting in. Younger generations are buying less, caring more about well-being, nature, and value. Shopping apps thrive, while blatant marketing turns people off. Yet in an age of economic strain, discounts are seductive, making Black Friday both irresistible and punishing for retailers as people hold off purchases in anticipation. In Europe, finding value is a point of pride, so Black Friday is likely here to stay, growing every year, evolving into a longer ‘discount season’. 

“When major brands like The Social Hub take a stance and offer an antidote it is so refreshing. Promoting local suppliers and reminding people the importance of ‘slow shopping,’ where people spend with intent is vital.”  

Trix Van der Vleuten, Chief Marketing Officer at The Social Hub, said: “The noise around Black Friday has become so loud that it’s easy to forget what matters. ‘Rethink Black Friday’ is our invitation to pause, reconnect, and experience something real – whether that’s chatting to a local maker, meeting a friend, or simply taking a breath. We believe in community, and on November 28, we made space for it.” 

At every participating hub, organisers curated experiences that celebrated local culture. In The Social Hub Glasgow, the event featured a Pulse Point Wellness Workshop by Grounded, alongside a marketplace showcasing independent creators and small businesses from the area.