eBay will only promote second-hand or refurbished deals for Black Friday, returning to its roots.
A different approach to the pre- Christmas shopping event is what the platform wants.
Murray Lambell said that it was time to move away from the "buying for buying's sake mentality".
He said a focus on second-hand would help people with the rising cost of living and make the planet a better place.
Ian Montgomery, who sells refurbished goods on the platform, said the squeeze on incomes meant there was already a growing interest in his goods.
Mr Montgomery said that they had felt a change in sentiment from their customers. The demand for our products is increasing.
He said that sales at his firm were up by 20% compared to last year.
This Christmas trading season will be challenging for the rest of the retail industry as households have less discretionary income.
According to Retail Economics, fewer people will spend on Black Friday this year than in the past.
Black Friday has evolved from a chaotic rush to grab bargains on the High Street to a month-long flurry of promotions.
Mr Lambell thinks that this industry-wide event doesn't deliver the same value as it used to, and instead encourages a shopping frenzy.
Ebay said it had a new strategy.
Most of the sales on Ebay are new items rather than used ones. Active promotion will focus on used goods over the Black Friday period.
The firm focused on the pre-loved market with its sponsorship of Love Island. When contestants were given brand new items to wear on the show, they wore second-hand bikinis.
Customers are becoming more interested in buying second-hand goods.
The new pre-owned service was launched at the start of the month by the company. Two of its flagship stores have a vintage concession. Marks & Spencer and John Lewis have launched their own initiatives in order to tap into a market which is growing fast.
Around half of shoppers plan to buy second-hand or refurbished presents this Christmas, according to a survey by eBay.
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