Today, we are happy to introduce #BLOCKFRIDAY: a collective positive response to the post-Thanksgiving shopping day traditionally known as Black Friday.

The name “Black Friday” comes from the fact that on this day, retailers in the U.S. often become profitable — they go from being “in the red” to being “in the black.” But Black Friday also has a habit of pulling our attention away from our loved ones and the opportunity offered by the holiday season to indulge in those relationships in favor of wild sales.

We know that there is a more mindful way to spend time on the day after Thanksgiving, and we invite all people and brands, companies, and organizations to make this happen together.

Take a look at the growing number of people sharing what they will be doing on this day.

So here’s the big question: this holiday season, what are YOU blocking off Friday for?

#blockfriday