The psychology of Black Friday

It's here again. Like every year, Black Friday has arrived, and with it, the deals that can drive people to irrational impulses. Did you know that shopping generates a feeling of reward for the mind? It's all about chemistry: dopamine and the feeling of putting yourself at the center of attention take center stage. This effect is amplified during this time of year.

I won't tell you anything new, but it's worth applying common sense: this time of year is known for both scams and fake deals. They may seem the same, but they're not. Regarding scams, it's necessary to watch out for unrealistic prices and exaggerated discounts. If it seems too good to be true, it probably is. We can find everything from websites of phantom companies to products that, once they arrive, are the size of toys.

As for "fake" deals, it's common for some stores to raise the price in the days leading up to Black Friday and then lower it afterward to make it seem like there's a discount.

Thinking back: a €50 sweater might seem expensive, but one that costs €70 reduced to €50 might seem like a bargain. It might even be the exact same sweater, but mentally it gives us the feeling that we're saving money, and besides, the brain needs an initial reference point to compare savings. Added to this is the fact that many price tags are red, which generates a feeling of alertness and adrenaline that can end up leading to an impulse purchase.

To avoid this, the key is to deactivate the emotion of the moment. Make a list beforehand of what you really need, check the price of these products days in advance—both in physical stores and online—and, above all, set a budget. If a sale wasn't on your radar, let it sit for a few hours or until the next day. If you're still convinced, perfect; if not, it was simply impulsiveness. Stores play with us, so let's stay ahead of the curve.