A call for shoppers to be more sustainability conscious this Black Friday.
Today retailers across the country will be lowering stock prices for the annual shopping festival.
Experts expect around $300 million of spending to be injected into the economy.
However shoe company Allbirds Co-founder Tim Brown wants us to approach the day differently.
"We need to fewer better things and we need to support the companies that are trying to do it differently."
Instead of cutting prices today, Allbirds is raising them by one dollar and donating the extra dollar to Greta Thunberg's climate change movement.