Environmental campaigners can have a difficult time attempting to shift Christmas from corrosive overconsumption towards less commercially-oriented acts of social connection or mid-winter celebration. Even for the ecologically-concerned, deeply-embedded societal norms of family relationships, tradition and peer pressure compel demonstrations of love and affection through material gifting. The relatively new phenomenon of Black Friday, however, is easily distinguishable as naked runaway consumerism for the sake of big business profits. The Black Friday window produces around 1.5 million tonnes of waste in the UK, of which 80 per cent ends up in landfill, incinerated or poorly recycled… It doesn’t matter that most Black Friday ‘deals’ are actually cheaper or the same price at other times of year; Amazon has perfected the art of tech-calibrated addictive shopping. Above: Brandalism network activists highlight Amazon’s tax avoidance with a guerilla billboard installation in London