Giving Friday on Black Friday: The unique initiative by dm changes the meaning of Black Friday once again

On the day when the race for discounts around the world starts, the so-called Black Friday, the company dm drogerie markt will, for the fifth year in a row, on the last Friday in November (November 24), donate five percent of its total daily turnover to the Public Kitchens of the Red Cross of Serbia.

The drug store chain implements the Giving Friday initiative throughout dm Group under the slogan "Giving is the new black". dm in Serbia has decided to help the most vulnerable fellow citizens this year by donating to the Public Kitchens of the Serbian Red Cross and stressed the importance of solidarity. This action has an additional support aspect - groceries are purchased from small rural producers, agricultural farms or cooperatives.

- By starting the Giving Friday initiative, just when material things are in the foreground, we wanted to give a new, philanthropic meaning to that day. This is a unique opportunity to show that we are there for each other, so that those who need help the most can feel the care and support of the whole society. That's why we invite all citizens to join our action by shopping in dm drugstores or through the dm online store, and thus provide a contribution in donating to the most vulnerable - said Svetlana Jovanovic Mitic, dm Marketing Manager for Serbia and North Macedonia.

Through Giving Friday, dm has so far donated RSD 10.5 million to the kitchens of the Serbian Red Cross. Those donations made it possible to prepare over 98 tons of food, which provided meals for over 29,000 beneficiaries in 65 cities and municipalities throughout Serbia. Also, in 2019, when this campaign was launched for the first time, RSD three million were collected to equip the University Children's Clinic in Tirsova street, Belgrade.

dm drogerie markt d.o.o. Beograd

Crveni Krst Srbije Beograd

Svetlana Jovanovic Mitic

Giving Friday

Black Friday