In the unlikely event you haven't noticed, today is Black Friday, the new Boxing Day sales, only after Thanksgiving instead of Christmas, which we don't celebrate in the UK.
While the cycle trade is making its mind up about Black Friday, apparel brand Vulpine has decided to go in the opposite direction and devote today (Friday Nov 27th) to #DoGoodFriday instead, donating 20% of its online sales to charity.
The chosen charity is Wheels for Wellbeing, an award-winning charity helping people to enjoy the benefits of cycling, regardless of disability, age or health condition.
"I wanted to do something that made me and our customers feel good, not guilty, as I do about Black Friday," said Vulpine founder Nick Hussey.
#DoGoodFriday will continue every Friday until 18th December as part of Vulpine’s 25 Days of Christmas (#VulpineXmas), with proceeds being donated to a different charity each week for four Fridays.
Hussey added: "Wheels For Wellbeing have been my chosen charity since we launched, and we have supported them in the past. My staff and I will be heading down to Wheels For Wellbeing's open day on Friday at Croydon Sports Arena to help pilot bikes, shift around heavy specialist equipment, offer refreshments and anything that's asked of us.”
Hussey is inviting other businesses to follow suit and join in with #DoGoodFriday.
“I'd like to help other causes as well as Wheels For Wellbeing, so after a while I thought to hell with it, lets extend Do Good Friday to every Friday until Christmas, with a different charity each time. I'm hoping it'll really catch on and other businesses will join is. I hope its a lovely antidote to me-ness of Christmas, and something that we can all feel good about, looking back on Christmas Day. Anyone is welcome to get involved and #DoGoodFriday. Hopefully more of us can get even more businesses and brands recruited!"