Black Friday sales are designed to give you FOMO. Don't let them

Black Friday has arrived, marked by eye-catching sales posters and inboxes flooded with emails proclaiming one-day-only deals. As one of the busiest shopping days of the year, it’s a prime opportunity for savings—but experts warn it’s also a time when impulse spending can easily spiral.

Holiday spending in Canada is projected to rise by 10% compared to last year, reaching an average of $1,478 per household, according to a survey by a consulting firm. Nearly half of Canadians, or 48%, say they plan to shop on Black Friday in search of deals.

In Toronto, shopper Annie Taurasi shared her plans to purchase food, skincare products, and gift cards for her family this year. “I feel accomplished, really, like I could spend twice as much now,” she said.

However, not all shoppers embrace the sales frenzy. Michelle Latchman, also shopping in Toronto, said she often feels overwhelmed by the constant advertising. “You get two or three emails from the same company a day, so sometimes I find it a bit too much,” she explained.

How Ads Target Emotions

Ying Zhu, an associate professor of marketing at the University of British Columbia, explained how advertising tactics are carefully crafted to appeal to emotions and create urgency. For example, red text, commonly seen on Black Friday deals, evokes excitement and prompts action, while yellow is associated with happiness and affordability. Techniques like countdown clocks or phrases such as "one day only" amplify the fear of missing out (FOMO).

“These tactics generate a sense of urgency,” Zhu said, but she emphasized that deals are often ongoing. “If you don’t get this one, later on you may even get a better one. To be a smart consumer, we have to prepare ourselves to deal with this.”

Social media adds another layer of pressure, Zhu noted, influencing shopping decisions through recommendations from influencers. Consumers often trust these influencers and are more likely to buy based on their suggestions than direct advertising from companies. “Companies use influencers to establish trust and emotion, which spill over to their brand and products,” she explained.

The Psychological Impact of Shopping

The ease of online shopping and personalized recommendations makes unplanned spending more tempting than ever. Often, the act of shopping serves as a form of "retail therapy" for consumers looking to temporarily boost their mood.

Natasha Knox, a financial planner who focuses on the psychological aspects of money management, encourages people to identify the reasons behind their spending urges. “Often it’s that we’re trying to not feel something, and buying something allows us to temporarily push that feeling away,” she said.

Knox advises finding alternative ways to lift one’s spirits, such as stepping away from screens, going outside, or connecting with a friend. “The more time a person spends in front of a screen, the more susceptible they are to advertising and messaging. It’s just so omnipresent,” she added.

Strategies for Smart Shopping

While there are genuine deals to be found on Black Friday, Zhu advises consumers to prepare by researching prices in advance to determine whether a sale truly offers savings. She also recommends sticking to a shopping list and budget to avoid emotional spending.

“The more we buy, the more we want to buy,” she said. “That’s why it’s very important to have a plan and stay within budget.”

In the end, while getting a deal can feel satisfying, choosing not to shop unnecessarily might provide even greater long-term rewards.