Giving Tuesday, which first started in America but has now expanded globally, follows the spending spree of Black Friday and Cyber Monday. It encourages people to volunteer their time, money or support in aid of a good cause. 

The ethos behind Giving Tuesday links with the recent data from Big Society Capital which highlights the continued growth of the UK's social investment market. The UK's social investment market has grown by 30% in the last year and is now worth £3.5bn. The market has steadily grown by an estimated 30% every year since 2015. There has been an increase in "investing with purpose" with funds and investors looking for new opportunities to provide capital for social enterprise projects.