Scottish outdoor brand Keela has announced the return of its Bright Friday initiative, a purposeful alternative to the traditional Black Friday sales period, in support of the Cash for Kids, Mission Christmas appeal for the seventh consecutive year.
Cash for Kids is a UK charity that supports disadvantaged children and young people who are affected by poverty, illness, neglect, or have additional needs. Each year, its Mission Christmas campaign works to ensure that no child wakes up without a gift on Christmas morning.
Through the generosity of local communities, businesses, and volunteers, Mission Christmas collects and distributes donations to families who might otherwise struggle during the festive season.
Sally Aitchison MBE, MD for Cash for Kids, said: “We are delighted to work with Keela again on our Mission Christmas campaign. We realise that Christmas is a luxury that some families just can’t afford. That’s why for our Mission Christmas campaign we collect and distribute gifts to make sure that disadvantaged children have a gift to open on Christmas morning.
“We are grateful to the team at Keela for their ongoing support each year and for backing our Mission Christmas campaign.”
Through this initiative, instead of focusing on discounts or mass consumption, Keela is encouraging customers to invest in durable, high-performance outdoor gear that lasts, all while giving back to their community. Every purchase helps raise vital funds for Cash for Kids, turning the spirit of outdoors into something that supports people as well as the planet.
Keela Sales Director, Sam Fernando, said: “Bright Friday has become an important tradition for us, it’s about using this busy shopping period to make a real difference.
“This year, we’re proud to support Cash for Kids and their Mission Christmas appeal for the seventh year running, helping to ensure children across the UK wake up to a gift on Christmas morning. It’s a simple way for us and our customers to spread some brightness where it’s needed most.”
The Keela Bright Friday event will run across www.keelaoutdoors.com from 8.30am on Friday 21st November through to midnight on Monday 1st December 2025. In place of a traditional discount to consumers, Keela has pledged to donate 15% of all web sales over the period to the Cash for Kids, Mission Christmas appeal.
For more details on how you can support Cash for Kids and Mission Christmas, visit the following website: https://cashforkids.org.uk/mission
