Black Friday, the unofficial kickoff to the holiday season, may have brought deals for consumers, but it also left a mounting environmental bill. From Thanksgiving through New Year’s, the United States generates nearly 25% more waste than at any other time of year. Wrapping paper, packaging, and leftover products pile up in landfills, turning the season of joy into a season of excess. But this year, the conversation is shifting. What if technology and smarter consumer choices could transform Black Friday’s legacy from “Trash Friday” to a model of sustainability?
For JD Ambati, Founder and CEO of EverestLabs, the answer lies in innovation and collaboration. “The holiday season brings joy, family gatherings, and gift-giving, but it also generates a significant amount of waste,” Ambati explained. “This year, we had an opportunity to rethink our approach. Instead of simply consuming more, we could start consuming smarter.”
The sheer scale of waste generated during the holiday season is staggering. Between packaging from online shopping, discarded items, and holiday decorations, billions of pounds of waste are created each year. Much of this ends up in landfills, emitting methane and contributing to climate change.
“Many consumers believe they’re recycling properly, but the reality is far from ideal,” Ambati said. “Without recyclable packaging and advanced sorting technologies at material recovery facilities (MRFs), much of what people think is recycled ends up in the trash.”
This disconnect is amplified during high-consumption periods like Black Friday. While consumers may be focused on scoring deals, the environmental cost of those bargains often goes unaddressed.
AI and robotics are emerging as unlikely heroes in the fight against holiday waste. Technologies like EverestLabs’ RecycleOS use advanced algorithms to identify and sort materials with 95% accuracy, even when packaging is crushed, soiled, or made from mixed materials. This level of precision ensures that more recyclable items are recovered and fewer end up in landfills.
“AI isn’t just refining the process—it’s transforming it,” Ambati said. “With technologies that adapt in real time to new materials, we can keep more packaging in circulation, reduce waste, and support a circular economy.”
For instance, AI systems can distinguish between food-grade and non-food-grade plastics, a task that’s difficult for manual sorting. This ability is particularly critical during the holidays, when packaging materials vary widely in quality and recyclability.
While AI can make recycling facilities more efficient, the problem also starts further up the supply chain. Consumer Packaged Goods (CPG) companies have a vital role to play in designing products that are easier to recycle. This includes using mono-material packaging, avoiding excessive coatings or adhesives, and incorporating more recycled content into their designs.
“CPG companies need to lead the way by creating packaging that aligns with current recycling technologies,” Ambati emphasized. “They have the tools to make it easier for consumers to recycle effectively, and that’s a critical step toward sustainability.”
Consumers, too, must take responsibility. This holiday season, simple changes—like choosing products with recyclable packaging, avoiding single-use items, and properly sorting waste—can make a significant difference. According to Ambati, “If every purchase and every gift wrapped this season considers the planet, it’ll be the best holiday gift we can give to our environment.”
Ambati also believes that sustainability during the holiday season requires systemic change. Local governments can implement clearer recycling guidelines and invest in better infrastructure, while community education programs can help consumers understand how to recycle more effectively.
For example, many municipalities lack the resources to process certain types of packaging, even if it’s technically recyclable. This is where collaboration between CPG companies, recycling facilities, and local governments becomes essential. By aligning packaging design with MRF capabilities and educating consumers, the industry can create a recycling system that works for everyone.
The environmental toll of Black Friday doesn’t have to be inevitable. With AI-driven innovations, responsible packaging design, and smarter consumer choices, the holidays can become a time of sustainability rather than excess.
“We can’t continue with business as usual,” Ambati concluded. “The future isn’t just about making recycling more efficient; it’s about creating a system that anticipates changes, keeps materials in circulation, and benefits both people and the planet.”
This year’s Black Friday may be behind us, but the season of consumption isn’t over. By rethinking how we shop, wrap, and recycle, there’s still time to turn the tide and make this holiday season a true celebration of giving—not just to each other, but to the planet.