As Black Friday approaches, shops and websites fill with flashing deals, countdown timers, and bold promises of massive savings.
For many people, the thrill of catching a bargain mixes with pressure, anxiety, and the fear of missing out.
According to marketing expert Mark Cleveland, this intense feeling isn’t accidental. It is carefully designed to push people to buy more, faster, and often without thinking it through.
Cleveland, a professor of consumer behavior, explains that shoppers have been trained over time to expect huge discounts on days like Black Friday and Boxing Day.
These special sales events create a sense of urgency.
When people see phrases like “one-day only,” “limited stock,” or “doorbuster deals,” their brains activate a powerful psychological response called loss aversion, which is the fear of missing out on something valuable. That fear makes it harder to slow down and think clearly about whether a purchase is really needed.
Retailers also use the idea of scarcity to their advantage.
Limits such as “two per customer” or “only a few left” often encourage people to buy more than they originally planned. Even the layout of a store is carefully designed.
Popular items may be placed at the back to make shoppers walk past other tempting products. Music, decorations, and holiday displays remind people that they are in the middle of the gift-giving season, adding emotional pressure to spend.
Social influence is another powerful force at work. Everywhere you look, there are advertisements, influencers showing “hauls” online, and images of packed stores.
All of this makes heavy spending feel normal, even expected. Some people even see shopping as a kind of competition, feeling excited by the idea of “winning” a product before someone else does. These crowded, intense scenes can overwhelm the senses and reduce the ability to make calm, logical choices.
In addition, many people feel pressure to buy gifts that reflect their relationships and social status.
Gift-giving is not just about giving an item; it is a form of communication. People worry about how their gift will be judged. Will it look cheap? Will the person like it? Will others think it is impressive enough?
These thoughts can push people to spend more than they feel comfortable with, especially on branded or luxury items.
Some individuals are more vulnerable to this pressure than others. People who tend to act on impulse, place high value on material things, or care deeply about others’ opinions may find it harder to resist.
Those who are feeling sad, stressed, or lonely may also turn to shopping as a way to feel better. Studies even suggest that heavy social media users may be more likely to overspend during sales events.
Still, there are ways to protect yourself from the chaos. One of the simplest methods is to pause before buying.
Walk around the store or step away from the website for a few minutes. Often, the strong urge to buy will fade. Using cash instead of a credit card can also help because handing over physical money makes the cost feel more real. This activates the same sense of loss, but in a way that protects your wallet rather than emptying it.
The most effective strategy of all is planning. Make a list of what you truly need, set a budget for each person, and keep track of what you are spending as you go. This requires a little extra effort, but it can help you stay focused and avoid regret later.
Understanding that the stress and urgency around Black Friday are intentional gives you back some control. Once you recognize the psychological tricks being used, it becomes much easier to step back, breathe, and make choices that are right for you — not just for the sale.
