How To Shop Sustainably This Holiday Season

The holiday shopping season is already in full swing, with many retailers offering deals long before Black Friday. With the early sales push, shoppers have a greater opportunity to support green businesses that prioritize sustainability. Shopping at small, local businesses is one way to do so.

“The planet is in trouble and as more consumers worry about their carbon footprint, they’re walking into small businesses. That’s because those companies are often embracing sustainable practices and using their commitment as a marketing strategy,” writes Forbes retail contributor John Hall. “It’s easy to see why small businesses, not the less agile big guys, are leading the charge to net-zero.”

Plus, resources like the Good On You directory and the Environmental Working Group provide directories where you can find eco-friendly brands by category and search for reliable information about brands and products you already use.

Here’s what some of Forbes’ expert contributors say about ways that you can shop strategically and choose more environmentally-conscious gifts and holiday experiences.

Drink Responsibly

Holiday Beer

Forbes sustainability contributor Mike Scott writes that beer companies like BrewDog, The Naked Collective, and New Belgium Brewing company are striving toward carbon-neutral business practices. Among popular mainstream brands, Heineken and Carlsberg are sustainable choices because they participate in renewable energy projects and wildlife conservation efforts.

“Heineken aims to reach net zero emissions in its own operations by 2030 and to ensure the same throughout its value chain 10 years later,” Scott says. “Since 2018, it has established more than 130 renewable energy projects, including solar-powered breweries.”

Buying local brands and supporting small businesses can often be a more sustainable choice than buying mass-market brands from big-box retailers. However, when it comes to reducing the environmental impact of your holiday spending, everything can be a matter of degree.

Festive Spirits and Wines

When it comes to wine and spirits, Forbes contributor Rachel King recommends considering Grupo Avinea’s wines from Argentina while Forbes contributor Louise Schiavone, a senior lecturer on sustainability at John Hopkins University, lauds the environmental efforts at Glenmorangie Distillery in Scotland.

Rely On Third-Party Reports And Directories, Not Marketing

Many mainstream companies have been making steady progress toward carbon-neutral practices. The World Benchmarking Alliance report on corporate sustainability, published in August 2024, reveals that among luxury brands Kering companies are the most eco-friendly.

“Overall, Kering, owner of houses like Gucci and Saint Laurent, was dubbed the clear frontrunner across all industries and 816 companies,” Forbes sustainability contributor Amy Nguyen writes. If you’ve got the budget for luxury fashion, the Redress Design Award highlights brands and designers working with recycled or upcycled materials.

“One such designer, Pavneet Kaur, was the clear winner, writes Forbes style and beauty contributor Gemma Williams. “She uses unwanted garments with a cultural past, such as discarded turbans from Sikh men or cut-and-sew waste to create classic, wearable silhouettes that are wardrobe classics,” Williams writes about Kaur.

When it comes to clothing, shopping at thrift stores and searching for second-hand gems on platforms like Etsy, Depop and Poshmark can help reduce waste by giving items a longer life cycle. Buying wool and cotton clothes is generally considered a more sustainable choice than anything with synthetic fibers.

Keep in mind that just because a product or brand claims to be eco-friendly doesn’t mean the product was made sustainably. The practice of exaggerating a green business practice is called greenwashing, and in many jurisdictions it’s actually a form of fraud.

“In the U.S., some states are expanding their consumer protections to include greenwashing claims,” writes Forbes money contributor Jon McGowan. Likewise, the European Union’s Directive on Empowering Consumers for the Green Transition, enacted in 2024, regulates the use of language like “climate friendly,” “energy efficient,” or “biodegradable,”among other terms. Consider such labels a nice perk, not a deciding factor, when selecting products.

Pay Attention To Packaging

When in doubt, consider a product’s packaging. According to the U.S. Environmental Protection Agency containers and packaging make up the majority of waste from product consumption, while glass, metal and wooden casings are less harmful to the environment than plastic. If you’re looking for toys, the Forest Steward Council offers a database of global companies with the nonprofit’s certification. Whenever possible, choose wood or recycled toys rather than new plastic options.

“Parents are increasingly drawn to eco-conscious options that align with their values. Green Toys, with its commitment to manufacturing toys from recycled plastic, exemplifies this movement,” Forbes entrepreneurship contributor Abdo Riani writes about one recycled toy brand. Petit Collage and Tender Leaf are two more toy brands worth considering.

When it comes to sustainable gift options, two key factors apply across all categories:

1. If you can buy an experience instead of a product, that’s an easy way to reduce waste from packaging. Plus, going to a concert or play with the recipient can be a fun way to make memories together.
2. If ripping open a wrapped gift is your dream for Christmas morning, look for gifts that a loved one will use for a very long time. The best way to make sustainable shopping choices this holiday season is to prioritize quality and personalized touches over sheer quantity.

With regards to toiletries and household products, there are stores in most major cities that offer glass or metal containers and let customers fill their own bottles from home, rather than selling lotions and soaps in plastic bottles. These stores include Sustain LA in Los Angeles, The Good Fill in Nashville, Earth And Me or A Sustainable Village in New York City, and New Moon Refillery in Denver, which also offers food products and delivery services.

Spending just a little bit of time researching before shopping for gifts this holiday season, could lessen the environmental impact of this retail frenzy.