Today’s Black Friday, marking the start of the holiday shopping season, is coming under fire for encouraging consumption, and thereby leading to more fossil fuel use and damage to the environment.

Black Friday, the informal name for the Friday following Thanksgiving Day, normally the fourth Thursday in November, has been observed as the beginning of the U.S. holiday shopping season since 1952.

In recent years, however, it became a global phenomenon, with huge discounts offered on various goods, attracting hundreds and millions of shoppers.

But in addition to critics of materialism, the day is also under fire from environmentalists,

Read more: Black Friday: 'Shop till you drop' said to hurt Mother Earth