The busiest shopping weekend of the year is fast approaching but one online retailer is offering a feel good alternative to Black Friday.

EthicalSuperstore.com has pledged to donate a grocery item to the UK’s busiest food bank for every order over £30.

The site, which offers ethical alternatives to a wide range of household products, is also offering shoppers a 20% discount off everything from Thursday 24 November and until midnight on Monday 28 November.

The retailer hopes to emulate the success of a similar offer it ran last year, when it donated a total of 1576 grocery items, worth more than £1500 to the Newcastle West End food bank – the busiest in the UK.

EthicalSuperstore.com has become an essential resource for Britain’s growing number of ethically and environmentally aware consumers.

Now in it’s tenth year of trading, the site allows shoppers to buy fair trade, organic, and eco-friendly merchandise and currently features over 5,000 products.

For every order over £30 Ethical Superstore will donate products that have been specifically chosen by the food bank, including essentials such as pasta, rice and oats.

The Black Friday offer is an addition to a number of charities which the ethical retailer supports every year.

The Newcastle West End food bank is one of the retailer’s preferred charities and around £10,000 is raised annually to help feed poor families across Tyneside.

Michael Nixon, from Newcastle West End Food Bank, said: “We are the busiest food bank in the country, mainly because of the large areas of poverty we have here in the parts of the West End of Newcastle.

“More than ever people are under intense financial pressure and more people will be using food banks this winter. As the weather turns colder and people face increased heating bills the need will only grow.

“The generosity of the people of Newcastle is amazing so we are encouraging people to give a little this Christmas to help families in need.

“With this generosity and help from businesses like Ethical Superstore with their donation scheme, we want to make sure families are properly fed and don’t have to choose between whether they heat their home or properly feed their family.”

Peter Leatherland at EthicalSuperstore.com, said: “Black Friday has become synonymous with crowds of people clamouring to get discounted technology products at well-known high street stores and supermarkets, but we want to do something a little different.

“Our feel-good Friday provides customers with 20% off products as well as giving something back to the community through donations, helping those families who truly need it.

“We want to raise awareness of food banks, hopefully encouraging our customers to think about others and perhaps donate to their own local food banks and good causes whilst hunting for bargains during Black Friday.”

For more information on the Black Friday offer please visit www.ethicalsuperstore.com/giving-on-black-friday-rather-than-taking/