About 166 million U.S. shoppers will spend more than $20 billion—and emit hundreds of thousands of metric tons of carbon—this Black Friday. Up to 80% of those purchases end up in the trash shortly after.
If it feels like the temptation to buy is creeping up early this year, that’s because it is. Thanksgiving is late, which causes the traditional holiday shopping season to bleed before Turkey Day. On top of that, retailers revved up their holiday deals early thanks to concerns over port strikes. All this means many sales have extended into November, giving you more time to succumb to impulse buys.
The thing is, it’s possible to resist Black Friday overspending—and doing so starts with understanding the reasons why we’re tempted to overbuy right now.
The psychological pull of Black Friday
Black Friday attacks from many angles. Some people are genetically predisposed to being “deal-prone,” but many of the season’s marketing tactics can impact anyone. Perhaps most important is that deals create what’s called a scarcity mindset, says Andrew Ching, a professor of marketing and economics at Johns Hopkins University. Essentially, the urgency with which shops tout their discounts causes buyers to worry that they’ll regret not jumping on a bargain. “The Black Friday sales [are] only for one day (or a few days),” Ching says. “If you don’t take it now, this option will be gone.” This is, unsurprisingly, just a ploy at our wallets. There are sales year-round—most of which are equal to, if not better, than those on this shopping high holiday.
Then there’s the social aspect. Black Friday shopping has become a tradition among families and groups of friends, which can lead to social pressure to keep the party going. Not to mention the gamified aspect of bargain-hunting. “The fact that they need to make an effort (lining up) and then get a reward (the huge discount), makes this a fun game that they enjoy playing,” Ching says.
How to avoid the Black Friday black hole
Being aware of what can spur us to spend when we don’t need to can help us avoid falling into those traps. Here are some ways you can push back against the pressure:
- Distract yourself. If you’re resolute not to go shopping, plan something that keeps you far away from the stores, like going to the movies or on a hike—if the weather permits.
- Get your social fix another way. If you crave the social aspect of Black Friday shopping, plan something else to do with folks in your community. Board game parties or movie marathons are a great idea. There’s also Friendsgiving if a break from family time is in order.
- Put down the phone. Avoid the allure (and triggering nature) of online deals by staying off social media and taking a break from email—it’s the holidays, after all!
- Shop with a list. A deal is great if it’s on something you (or the person you’re shopping for) actually need. If you’re shopping for gifts, think about whether the receiver will actually use the item, or if you’re just rationalizing the purchase because it’s a good deal and you’re nervous it won’t be around forever.
- Bring a friend. A buddy who’s stingier than you can be an excellent reality check. This person can help pull back your impulses by asking questions about the potential purchase, say, if it’s something that’d be easy to find secondhand.