As the holiday shopping season approaches, so do the famous Black Friday Deals, but divers around the world are choosing reefs over retail as the Blue Friday movement gains momentum. Now in its fifth year, Blue Friday (28 November 2025) invites divers, travellers and ocean advocates to “Don’t Shop. Dive!”.
Started by diver Ken Carter and his son at Point Lobos, California, in 2021, Blue Friday flips the Black Friday script by inviting divers to hit the ocean instead of the outlet mall. This year’s theme, “Don’t Shop. Dive!”, reminds us that the best deals aren’t in stores, they’re beneath the waves.
From little things, big things come…
What began as a single father–son dive in California has evolved into a global underwater movement, now spanning four continents. With the help of Marin Scuba Club, NAUI Worldwide, Sun Divers Roatan, GreenFins.net, and Reef-World.org, hundreds of dive operators are joining in across the globe.
With support from Diveplanit, NAUI Worldwide, Reef-World.org, Dive Queensland and Sun Divers Roatan, the campaign unites dive communities from Hawai‘i to Palau, Mexico, New Zealand, Venezuela, Australia and beyond.
“It’s a healthy, sustainable alternative to the chaos of consumerism, and a reminder that the ocean gives us far more than any mall ever could,” said Ken Cater, Blue Friday co-founder.
“Diveplanit is proud to support Blue Friday because it perfectly aligns with our values of responsible travel and marine stewardship,” added Deborah Dickson-Smith, co-founder of Diveplanit.
“It’s a fun, positive way to connect with the ocean and remind ourselves why we fell in love with diving in the first place. Our oceans give us so much, it’s only fitting that we dedicate a day to celebrating them rather than consuming more stuff. Blue Friday is a wonderful reminder that diving can bring us joy, connection, and purpose all at once.”
Here’s how you can take part this year:
- Plan your dive for 28 November (or any time during the Thanksgiving week).
- Post your dive pics and stories on Facebook and Instagram, using #BlueFridayDive and #DontShopDive
- Share your posts to the Diveplanit Ocean Lovers community and Marin Scuba Club – where it all began!
- Support your local dive shop — every purchase helps sustain our community all year long.
Whether it’s a coral reef, a lake, or even a heated pool, divers are encouraged to take the plunge, share their stories, and inspire others to make Blue Friday part of their annual holiday tradition.
So, this 28 November, skip the sales and celebrate the sea, for yourself, for your community, and for the planet.
