A rubbish lorry full of discarded tech waste rolled through London to highlight the environmental impact of Black Friday.

The initiative, organised by second-hand electronics retailer CeX, aimed to draw attention to the mountains of tech waste created by the annual shopping event.

The lorry, stacked high with unwanted gadgets, carried the bold message: "Black Friday is a load of rubbish."

It made its way through some of London's busiest shopping areas, including Piccadilly Circus and Regent Street, stopping outside major retailers to urge shoppers to consider the environmental consequences of overconsumption.

This comes after research commissioned by CeX revealed that Brits are set to spend over £3.5 billion on tech they don't need during this year's Black Friday sales, with the average Londoner splurging £249.80 on electronics.

The total nationwide spend is estimated to exceed £5 billion.

The survey, which polled more than 2,000 adults in the UK, found that almost half (48 per cent) of Londoners would not consider buying second-hand electronics.

Concerns about the quality of second-hand items were cited by 59 per cent of respondents, while 45 per cent were put off by the limited warranty or return policy.

In response, CeX has introduced a five-year warranty, currently the longest offering on the market, to provide shoppers with greater confidence in second-hand tech.

A CeX spokesperson said: "Black Friday is when people are often tempted by discounts, but it’s also an opportunity to consider the impact of what we buy.

"Our research shows that much of what’s bought ends up discarded within months, and over £3.5 billion worth of unnecessary items are destined to gather dust.

"That’s why we’ve introduced our five-year warranty and sent a rubbish lorry through London — to help people make more mindful choices and keep their purchases in use for longer."

The research also revealed that a quarter (25 per cent) of Londoners only use their new tech for about four months after purchase, and 35 per cent buy items just to stay up-to-date with the latest tech trends.

More than two-thirds (67 per cent) of shoppers in London admitted they are motivated purely by the lower prices during Black Friday.

The second side of the lorry carried the message: "Tech lasts longer with CeX," highlighting the value of second-hand technology backed by CeX’s five-year warranty and quality assurance.

The brand’s call to action was clear: choose tested and warrantied quality second-hand gadgets to keep functional devices in circulation and reduce waste.

A CeX spokesperson added: "There can be a worry attached to buying second-hand products – especially in huge sales such as Black Friday.

"We want to remind people that there’s a smarter way to purchase by shopping around for quality, second-hand tech that can save money, reduce waste, and keep gadgets in use for longer."

The research also discovered that smartwatches (30 per cent), headphones (25 per cent), mobile phones (23 per cent), and laptops (22 per cent) topped the list as this year’s most sought-after Black Friday purchases among Londoners.

Yet, with 40 per cent of Londoners admitting they have up to four unused gadgets sitting at home, CeX is urging London shoppers to make more conscious decisions and ensure technology stays in use for as long as possible.