Black Friday consumer advice and psychological tactics

As Black Friday approaches, consumers are advised to distinguish between genuine discounts and marketing tactics. While the event is a major commercial milestone, retailers often use psychological triggers such as 'Fear of Missing Out' (FOMO), countdown timers, and claims of limited stock to encourage impulsive purchasing.

To identify real savings, shoppers should verify the starting price rather than focusing solely on the percentage reduction. In Italy, the Omnibus Directive requires sellers to display the lowest price applied to a product during the previous 30 days when announcing a discount. Utilizing price tracking tools and checking the history of an item can help confirm if a deal is legitimate.

Additional considerations include evaluating the total cost, including shipping, activation fees, and mandatory accessories, which can offset savings. Consumers are also encouraged to verify the seller and return conditions, particularly when purchasing through third-party marketplaces rather than official stores.