Black Friday consumer psychology and marketing tactics

Retailers utilize various psychological triggers to drive consumer behavior during Black Friday, specifically targeting the ‘Fear of Missing Out’ (FOMO). Research indicates that 84% of the sense of urgency felt during promotional periods is linked to FOMO, with 66% of consumers reporting more regret over missing a deal than over making an actual purchase.

Common marketing strategies include the use of countdown timers, claims of limited stock, and time-sensitive discounts to encourage impulsive decision-making. These tactics can override rational judgment, sometimes as a way for consumers to alleviate stress, anxiety, or boredom.

To navigate these sales, experts advise consumers to verify the actual starting price of items rather than focusing on percentage reductions. In Italy, the Omnibus Directive mandates that sellers display the lowest price applied to a product during the previous 30 days when announcing a discount. Shoppers are also encouraged to account for total costs, such as shipping and mandatory accessories, and to use price tracking tools to confirm the legitimacy of deals.