Black Friday: 3 Psychological Effects

Black Friday: 3 psychological effects

Many of us know what Black Friday is: discounts and offers in almost all shops in the city, as well as on all online sales platforms, during the last Friday of November.

We’ve probably been planning the purchases to make that day for weeks to take advantage of the sales. But are we really aware of what are the psychological phenomena that revolve around this marketing strategy?

Black Friday or “Black Friday” exists for a very specific purpose: to increase and focus consumption. While advertising aims to create needs throughout the year, during that day the effort increases with the fall in prices (in many cases only apparent). It is as if they were telling us: “if you want it, this is the right time”.

The truth is, large firms use social psychology knowledge to increase sales. Very often they do it subtly, other times more brazenly. There is no doubt that we have now learned to mark this day on our calendar and that some of us are looking forward to it so that we can indulge ourselves. In today’s article we will try to make an outline of how companies induce us to buy.

Psychological strategies of Black Friday

1. They awaken in us the sense of urgency and necessity

The fact that discounts and offers have an announced and near expiration date spurs the urgency to buy items we don’t need. Of course we could do without those products, but how can we pass up the opportunity?

Another cause of Black Friday’s success is that it falls close to the Christmas holidays, which increases the concept of urgency exponentially. All of this leads us to think that we would be crazy to miss the opportunity to buy a discounted item now… if in a week the price has risen again.

It is evident that consumers tend to be influenced by the idea that an exclusive item is depreciated, a process also fomented by the  advertisements that during the previous weeks increase the feeling of urgency even more. The ads are also very different from each other, and are thus able to “capture” people with various lifestyles.

Surprised couple in front of the computer

2. They sell us products in exchange for happiness

Our emotions, contrary to what some might think, exert a great influence on the economic decisions we make, including those related to shopping. As we have said, contrary to what we think, our expenses are not conditioned so much by real needs as by perceived needs.

During the period leading up to Black Friday and when we are inundated with advertising, we have all the time we need to fantasize about what we would like to buy. Maybe an article that on any given day we could not afford, but that day will be discounted and could finally be ours.

Also, we have enough time to think about how our life will improve with that article, convincing ourselves that we really need it. Since we do not want to distance ourselves from the image and positive thoughts that we have imagined, we have no other remedy than to participate in the “Black Friday”. It would be crazy to miss this opportunity, right?

Couples with shopping bags

3. They nullify our critical sense when we evaluate the price

Buying discounted products generates in us a pleasure that can go so far as to nullify our critical thinking, that is to say our capacity for reasoning. Experts know that people’s brains go into “purchase mode” the moment they enter a store. From that moment on, it is up to the employees to induce them to buy.

The marketing strategies used by large firms aim to gain customers and sell what they want at the price they have set. That price probably continues to be high, but the strategy is to show the consumer that the product initially cost a lot more. And here is that advertising must again generate the urge to buy a product that we do not need.

We know that each of us sometimes ends up buying much more than what we need, but after reading this article, at least, we will do it more consciously. Keep this in mind the next time you walk into a store and you will avoid the Black Friday “bargains” from opening a hole in your economy.

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