Why Black Friday Makes Us Irrational (And How to Shop Smarter)

Why Does Black Friday Make Us Crazy?

Black Friday—the unofficial kickoff to the holiday shopping season is days away. You’ve probably seen the videos: doors flung open as shoppers rush in, some even jostling for position like big time wrestlers. Why do otherwise “rational” people brave the chaos, endure early morning alarms (4 am), and scramble to grab a deal? The answer lies in the powerful psychological principle of?scarcity.

Black Friday isn’t just a shopping day—it’s a masterclass in influence.

Scarcity: The Power of “Not Enough”

Psychologists have long known that people place higher value on things they perceive as scarce. Black Friday sales exploit this brilliantly. Retailers play the scarcity card two ways:?time-limited deals?and?limited availability. You’ve seen the ads: “One day only!” or “While supplies last!” That ticking clock on your favorite retailer’s website or the “only 3 left in stock” triggers an almost automatic response:?I need this now.

When faced with scarcity, we often don’t think about whether the deal is actually good or even if we need the item. We act out of a deep-seated fear of missing out. Ironically, the scarcity mindset blinds us to the fact that discounts might improve closer to Christmas when stores clear inventory. But by then, the lure of Black Friday has done its job.

A Competitive Edge: Shopping as a Sport

Black Friday taps into another psychological driver:?competition. Standing in line or fighting for the last item on the shelf creates a sense of rivalry. Success isn’t just about snagging a deal—it’s about?winning. Retailers know this and create a competitive atmosphere by emphasizing limited stock. Suddenly, grabbing that gaming console isn’t just a purchase; it’s a kind of victory.

Are the Savings Worth It?

Let’s talk about the math. Imagine spending 12 hours shopping to save $200 on a big-screen TV. That works out to about $16.67 per hour. Would you normally take a job that paid so little for such a hassle? Probably not. But when we’re in the moment, driven by emotion and competition, logic often takes a backseat.

Even more perplexing is how people rationalize these choices. Many wouldn’t drive across town to save $200 on a car—a much bigger purchase—but they’ll sacrifice sleep and time for a $200 discount on electronics. Behavioral economist Dan Ariely calls this phenomenon?predictable irrationality, and it’s on full display every Black Friday.

Reflection Over Frenzy

I’m not here to tell you not to shop on Black Friday. For some, it’s a cherished tradition—a mix of adrenaline, bonding, and bargain hunting. But I encourage you to pause and reflect before diving into the frenzy. Ask yourself:

• Would I make this effort on any other day?
• Am I shopping because I need something, or because the marketing told me I’d miss out?

If you answer honestly, you might save yourself time, stress, and maybe even money.

Conclusion

Black Friday is a fascinating case study in influence. It’s a reminder of how our decisions—especially financial ones—are shaped not just by logic but by psychology. As you prepare for the holiday season, consider how the principles of scarcity (competition) and even reciprocity (those “doorbuster” deals designed to pull you in) influence your behavior.

Do you participate in Black Friday? If so, what drives your decisions?

Happy Thanksgiving—and if you shop, happy bargain hunting!

Edited with ChatGPT

Brian Ahearn

Brian Ahearn is the Chief Influence Officer at?Influence PEOPLE ?and a faculty member at the?Cialdini Institute . An author, TEDx presenter, international speaker, coach, and consultant, Brian helps clients apply influence in everyday situations to boost results.

As one of only a dozen Cialdini Method Certified Trainers in the world, Brian was personally trained and endorsed by Robert Cialdini, Ph.D., the most cited living social psychologist on the science of ethical influence.

Brian’s first book,?Influence PEOPLE , was named one of the 100 Best Influence Books of All Time by Book Authority.?Persuasive Selling for Relationship Driven Insurance Agents ?was an Amazon new release bestseller.?The Influencer , is a business parable designed to teach you how to use influence in everyday situations.

Brian’s?LinkedIn courses ?on persuasive selling and coaching have been viewed by over 750,000 people around the world and his?TEDx Talk ?on pre-suasion has more than a million views!