Many people start Christmas gift shopping during Black Friday to find discounted prices and on the main street in Jönköping the trade is in full swing.
"I buy Christmas presents, I thought I would take the opportunity," says Sara Jafari, who is out shopping.
At the beginning of the shopping street, there were also a number of climate activists on Friday who wanted to encourage consumers to think an extra time about the environment.
- We stand here and highlight the problems with our consumption today, but we are not here to embarrass consumers, says Markus Jarlback, who is participating in the demonstration.
What should the stores do next year?
- We want to abolish Black Friday as a phenomenon. It is not possible to continue like this, he says.
Olivia Lind and Markus Jarlback are two of those who demonstrated for the climate on Friday. Photo: Ellinor Eke-Göransson Make your own Christmas presents
Although Black Friday signs appear to be visible in most storefronts, there are some stores that opt out of Black Friday.
What should consumers do instead?
"An obvious choice is to look at more second hand," says Olivia Lind, one of the protesters.
Last year's Christmas present was just "the recycled garment". In addition, she suggests that, for example, can bake something to give away.
- You can also give away things that mean more than just a lot of stuff, says Olivia Lind.
Do you think about the environment when shopping?
- Yes, I'm thinking of not using plastic bags for example, says Elaine Ljungberg.
Mohammed Dabor, Sara Jafari and Elaine Ljungberg were all out shopping in Jönköping during Black Friday. Photo: Ellinor Eke-Göransson