How to Shop Smarter: Navigating the Pressure of Black Friday and Cyber Monday Sales
Written by Karlisle Morocco
As I started to do my research for this blog, I realised how many times I had fallen for the retail tactics that draw us in and emotionally connect us to an item, trying to sell a feeling, creating an urgency within us to buy whatever they are offering.
Each year, millions of people around the world, including in Australia, eagerly anticipate Black Friday and Cyber Monday, two of the largest retail events of the year. These sales promise “unbeatable deals,” “massive discounts,” and “limited time offers,” making them seem like the ideal opportunity to save money on holiday gifts and personal items. However, while the lure of these sales can be strong, it is essential to recognize that they come with hidden costs—both financial and environmental—and to understand the psychological pressures that can lead to impulsive buying.
This blog explores the reasons to think twice before diving into these retail events and offers tips on how to shop smarter, without getting caught up in the frenzy of Black Friday and Cyber Monday.
The Psychological Pressure to Buy
One of the primary reasons people overspend during Black Friday and Cyber Monday is the psychological tactics employed by retailers. These sales are designed to elicit emotional responses such as urgency, fear of missing out (FOMO), and excitement. Phrases like "limited time only," "while supplies last," and "doorbuster deals" create a sense of false scarcity, prompting consumers to make hasty decisions, often for items they do not truly need.
Retailers leverage their deep understanding of consumer behaviour to structure these events in ways that encourage impulsive buying. For example, in-store advertisements often feature idealized images of family gatherings or festive holiday scenes, associating shopping with emotional satisfaction. Such emotional triggers can cloud judgment, leading to regretted purchases. Research indicates that high-pressure, time-sensitive shopping environments further heighten the likelihood of impulse buying, resulting in purchases that may not align with an individual's actual needs or long-term financial goals.
The Hidden Costs of “Great Deals”
Although the allure of snagging a great deal is hard to resist, the truth behind Black Friday and Cyber Monday discounts is not always as rosy as it seems. Here are some hidden costs to keep in mind:
1. Inflated Prices Before the Sale
Many retailers increase prices in the weeks leading up to Black Friday and Cyber Monday. For instance, an item may be marked up by 20%, only to be "discounted" by 10%, creating the illusion of a larger savings than what is offered. To ensure you are getting a genuine deal, it is essential to compare the original price of items and assess whether the discount is truly substantial.
2. Overspending and Debt
The pressure to make purchases during these sales can quickly result in overspending. According to research by the National Retail Federation, the average consumer spends hundreds of dollars on Black Friday and Cyber Monday—often accumulating debt in the process. If you are on a budget or working toward long-term financial goals, these sales can pose a significant setback.
3. Buyer’s Remorse and Returns
Online shopping makes it easy to make quick, impulsive purchases, which can often lead to regret. When shoppers realize that items do not meet their expectations or were not truly needed, returning them can prove more challenging than anticipated. Many retailers impose return restrictions during sale periods, and the high volume of returns after major sales can result in delays and frustration.
4. Environmental Impact
Another hidden cost of Black Friday and Cyber Monday is the environmental impact. The surge in consumption, particularly in online shopping, contributes to increased waste and pollution. Fast fashion, mass-produced goods, and excessive packaging all generate more waste, while the shipping and transportation required for global sales events significantly raise carbon footprints. For environmentally conscious shoppers, the ecological consequences of these sales can be a significant concern.
Are the Discounts Really Worth It?
While the discounts offered during Black Friday and Cyber Monday may appear enticing, they are not always as valuable as they seem. Research by consumer protection agencies shows that many retailers offer outdated or lower-quality versions of products or sell items that are not as great as they appear at first glance. For example, discounted electronics might be older models with fewer features or lower quality than the newer versions available on the market.
How to Shop Smarter Without the Black Friday and Cyber Monday Frenzy
If you feel pressured to shop during Black Friday and Cyber Monday but want to avoid the pitfalls of impulsive buying, there are several strategies you can implement to shop more mindfully:
1. Set a Budget and Stick to It
One of the most effective ways to prevent overspending is to establish a clear budget before you begin shopping. Create a list of the items you truly need and prioritize purchasing only those. This approach will help you resist the temptation to buy unnecessary items or succumb to the emotional triggers often employed by retailers.
2. Support Local Businesses
Rather than participating in the Black Friday and Cyber Monday frenzy, consider supporting local businesses. Many independent retailers opt out of major sales events in favour of promoting sustainable and ethical shopping practices. By supporting these businesses, you not only contribute to the local economy but also have the opportunity to discover unique, high-quality products that aren't typically available at large retail chains. Small Business Saturday, the day after Black Friday, is an excellent opportunity to shop locally and support small enterprises.
3. Shop Year-Round Sales
Retailers frequently offer substantial discounts throughout the year, especially during off-season or clearance sales. By shopping outside of Black Friday and Cyber Monday, you can avoid the frenzy of these major sales events while still finding great deals. Moreover, shopping without the pressure of limited time offers allows you to make more thoughtful, well-researched purchasing decisions.
4. Consider Second-Hand and Sustainable Options
One of the most effective ways to curb overconsumption is by purchasing second-hand or vintage items. Platforms like eBay, Facebook Marketplace, and local thrift stores offer high-quality, pre-owned products at a fraction of the cost of new ones. Shopping second-hand not only helps reduce waste but also supports a more sustainable approach to consumption.
5. Take Advantage of Holiday Promotions
Many retailers offer promotions both before and after Black Friday and Cyber Monday, providing significant savings without the pressure of the Black Friday rush. Be sure to watch for holiday deals that do not come with the same time constraints, allowing you to shop more calmly and thoughtfully.
6. Be Mindful of Your Consumption Habits
Before making a purchase, take a moment to consider whether you truly need the item. Sales events often tempt us to buy things we do not need simply because they appear to be a good deal. Adopting a minimalist mindset and focusing on purchases that genuinely add value to your life can help you avoid unnecessary spending.
Embrace Conscious Consumption
While Black Friday and Cyber Monday may appear to offer the best opportunities for deals, the hidden costs—financial, emotional, and environmental—often outweigh the benefits. Rather than succumbing to the pressure of these large-scale retail events, consider adopting a more deliberate and conscious approach to shopping. By planning your purchases, supporting local businesses, and choosing sustainable alternatives, you can reduce your environmental impact and make decisions that align with your values. Sales occur throughout the year, so there is no need to rush into the frenzy of Black Friday and Cyber Monday to find good deals.
Shopping smarter is not just about saving money; it is about making ethical, thoughtful choices that benefit both your financial well-being and the planet. With a more mindful approach to consumption, you can take control of your spending, avoid impulse buys, and invest in purchases that truly enhance your life.
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The information in this article is general information and does not take into account any person’s individual situation. You should always do your own research, or seek professional advice to assist you in making an informed decision about what suits your needs.