Black Friday shopping is something millions of people look forward to each holiday season. There’s deals on anything you could want to buy, whether it’s 10 percent off or 50 percent. We love getting a good deal, especially on things that originally ticketed for so much more.

In our society, we’re obsessed with name brands. However, many of us are looking for a deal on them, as we can’t afford them typically when they’re priced so astronomically. Something I’ve been pondering this season however, is why we love these brands so much. What is it that makes Dolce & Gabana so much better than Michael Kors? Or, what makes a North Face jacket better than one distributed by Columbia? Is it warmer? Better quality? Made more ethically? What are the factors that go into making these the utmost standards in our society? These items show wealth. They show class. They show you are worthy in society to some social extent. So, beyond these standards that we tend to subconsciously follow in our everyday lives, how do we manage to afford this? Well, people love the feeling of getting a good deal. Black Friday is full of people waiting in lines for hours, for a mere 20 percent off that they could have gotten online in bed. is it for the rush they feel, being out late at night, along with so many other people? Or is it deeper than that? Feeding into a need of fitting into society so they can place themselves above their peers, or at least onto their level.

I say all of this with a grain of salt, as I am completely guilty of all of this. I think it can be difficult to avoid falling victim to this vicious cycle. I love to shop, I fill whatever void it is I have with the bags I hold in my hand. However, I have tried to at least become more ethical about my shopping. Rather than feeding into fashion fashion, where there are slave labor conditions for children all throughout the world, I try to shop second hand instead. This way, I really am getting a good deal, and it also is in the name of a greater good. On top of this, it is a way of recycling that not many people would automatically think of. Millions of tons of clothes fall into the landfill each year, and you can avoid being a part of that by buying your clothes at Savers, Plato’s Closet, Goodwill, or even local consignment shops. You can help small businesses if you choose those!

So, though this Black Friday has come and gone, maybe next year you won’t render your sleeping patterns to go out at 12 a.m. (or even Thanksgiving night, depending on where you’re planning on shopping at). Instead, I hope you will find a deeper meaning than plain old things that will lose their value to you inevitably over time.