ABOUT

IKEA Denmark does not hold Black Friday - partly because they offer low prices every day, and in particular, because IKEA has put in place a strategy to inspire consumers to live more sustainably and with greater regard for consumption. The desire for this is in line with IKEA's Place For Life platform, which works on the vision of creating a better home life, based on three strategic focus areas: Convenience, Companion in Life and Circularity. The always-low prices have been the focus of IKEA for the last few years during Black Friday - but in 2019 IKEA wanted to enter the debate about the over-consumption that the annual Consumers Party is giving rise to and also inspire people to buy, resell and recycle used instead of buying new. IKEA is already doing a lot to inspire how to live more sustainably and support a more circular consumption. The furniture is designed to be recycled, re-sold and repaired based on the 'democratic design principles (price, function, form, quality, sustainability). Despite this, there is a low-quality perception of IKEA's products among several consumers. However, the fact is that IKEA's furniture is of the same good quality as most high-end manufacturers, and this is only confirmed by the fact that thousands of IKEA products are sold over and over again through resale portals such as DBA dk. Right now, on the largest resale platform in Denmark, there is over 16,000 IKEA furniture for sale. This was the launch of the BLACK FRIDAY (RE)EnvSALE campaign. A two-purpose inspiration campaign: 1) communicating IKEA's good quality and 2) inspiring consumers on Black Friday to think about overconsumption, the environment/climate and the opportunity to recycle rather than buy new.