Beauty company Deciem is calling for a moment of nothingness this Black Friday .

The company, which owns cult cosmetic brand The Ordinary, will close all its stores and take down its website for the whole day on Nov. 29. The aim, according to the company, is to push back against our relentless buying of stuff.

Hyper-consumerism poses one of the biggest threats to the planet, reads Deciems Instagram statement, and flash sales can often lead to rushed purchasing decisions, driven by the fear of a sell-out. We no longer feel that Black Friday is an earth or consumer-friendly event. Employees will still get paid for the day, a Deciem spokeswoman confirmed.