For most retailers, Black Friday is all about selling new stuff, but for Ikea, which has been on a big sustainability push, it's going to be all about recycling your old stuff.

In a campaign via Edelman U.K., the company says it will buy back customers' unwanted Ikea items for Black Friday, which it's now dubbing "Buy Back Friday." Consumers can register to sell their items online, and in return they will receive vouchers to spend in store, with their value calculated according to the condition of the items. The used items will be sold in special second-hand areas of Ikea stores.

The initiative, debuting in 27 countries from Nov. 24 to Dec. 3, is supported by a spot, seen here, showing how items like Billy bookcases can have several "lives" and uses by different owners. 

“We want to offer customers’ sustainable solutions for their furniture they no longer need, even if it’s served them well over the years," said Ingka Group Deputy Retail Operations Manager Stefan Vanoverbeke in a statement. "So, we are currently exploring new business models to develop commercially viable and scalable offers in the areas of how people bring things into their home, how they care for things they own, and how they pass on the things they no longer need. Rather than buy things you don’t need this Black Friday, we want to help customers give their furniture a second life instead of making an impulse buy.”