Chimney Sheep will plant a tree for every sale they make over the Black Friday weekend to offset some of the environmental harm caused by the shopping increases.

Running from November 24 to November 26, the sustainable solutions company will re-launch its 'No Buy Green Friday' initiative after the success of the scheme last year.

Rather than succumbing to the mass buying prompted by Black Friday, the brand urges consumers to 'consume mindfully, not unnecessarily'.

Aiming to reduce the environmental blowback of excessive consumption, Chimney Sheep is replacing discounts with tree planting for every purchase made during the campaign weekend.

In addition to this novel initiative, the company will uphold its usual policy of donating part of each sale to its affiliated Community Interest Company, Buy Land Plant Trees.

Chimney Sheep is also cautioning customers against mindless shopping, encouraging them to resist purchases they do not need from its brand or others during the Black Friday period.

Chimney Sheep's Managing Director, Sally Phillips said: "After the success of last year, we have re-launched our ‘No Buy Green Friday’ for 2023.

"At Chimney Sheep, we live and breathe sustainability and are always trying to educate our customers on how they can make easy, cost-effective, greener choices – no matter how small.

"It would feel hypocritical if we contributed to the mass consumerism encouraged by Black Friday discounts."

Ms Phillips voiced her surprise at the positive customer feedback received.

She said: "When we launched the campaign last year at the peak of the cost-of-living crisis, we were quite concerned that our customers would be critical of our lack of discounts."

Ms Phillip's advice to consumers is to ponder before making a discounted purchase, and ask, 'Do I really need this?' In line with this philosophy, she said: "If you do, absolutely take advantage of the discounts but if you don’t need it, don’t buy it.

"That is true sustainable living after all."

Chimney Sheep's 'No Buy Green Friday' campaign will run from November 24 until November 26 at