Black Friday consumer behavior driven by fear of missing out

A study by Stefanini Marketing reveals that 66% of consumers report more regret over missing out on Black Friday deals than over actual purchases, which accounts for only 17% of regrets. This phenomenon, often referred to as FOMO (fear of missing out), is linked to 84% of the sense of urgency felt during promotional periods.

Retail strategies such as countdown timers, limited stock warnings, and time-sensitive discounts are designed to trigger this psychological pressure. Experts note that the memory of previously missed opportunities often drives current impulsive behavior.

Psychologists suggest that the combination of perceived urgency and the desire for immediate gratification can override rational decision-making. In some instances, impulsive shopping is used as a mechanism to alleviate negative emotions such as stress, anxiety, or boredom.