Black Friday tempts us with limited-time offers and massive discounts. But how do falling prices and ticking countdowns affect our behaviour? Per Kristensson, Professor of Psychology at Karlstad University, explains and shares his best advice for making more mindful choices.
Black Friday has become a global shopping phenomenon, stretching over an ever-longer period and marked by steep discounts – both in physical stores and online. Behind the sales lie psychological mechanisms that influence how we shop – and how we feel afterwards.
“Black Friday creates an expectation that you should shop,” says Per Kristensson. “The sense that others are out hunting for bargains can create pressure to follow suit and justify our purchases.”
He argues that the phenomenon today is as much driven by consumers as by retailers.
“I don’t think retailers themselves find Black Friday particularly beneficial – many realise the week eats into the later Christmas trade. It has become a kind of interplay where consumers and shops push each other. Retailers feel compelled to join in to avoid losing ground, and consumers are drawn by the fear of missing out.”
“The result is a whole system of shopping weekends following one another – from Singles Day to Black Friday and Cyber Monday – a stream of offers and prompts that turn November into a month of constant consumption pressure.”
How our shopping habits are affected
Retailers often use strategies such as countdowns, limited stock and colour cues to create a sense of urgency and make consumers feel they need to act fast. In psychology, this is called scarcity rhetoric and it can lead to impulse buying, Kristensson explains.
“When we perceive something as temporary or limited, the risk of buying without thinking increases. That’s why it’s important to be aware of how these signals influence us.”
To avoid impulse purchases and overconsumption, he recommends planning ahead:
“Write a list of what you actually need, set a budget and decide in advance what you won’t buy. Avoid shopping when you’re tired, stressed or on your phone – it reduces impulse control.”
Consumption is also often linked to our self-image – wanting to be trendy or belong to a certain group. We’re influenced by social norms and what others do, including influencers.
“Ask yourself: ‘Do I really need this or am I just chasing a feeling?’ That reflection can help you take control of your buying decisions. Shopping more sustainably isn’t just about choosing the right products – it’s also about buying less, planning better and thinking long-term.”
Expert tips – how to stay in control
- Make a list! Create a needs-based shopping list and stick to it. Having a clear plan reduces the risk of impulse buys and helps you focus on what you truly need.
- Ask yourself: Would I buy it at full price? If the answer is no, think about why you want it now. Is it a real need or just the feeling of “grabbing a bargain”? This question can help you avoid unnecessary purchases.
- Choose quality and sustainability! If you do snap up a deal, go for products that last. It benefits both you and the planet. Sustainable choices are often more economical in the long run.
