How Black Friday & Cyber Monday will Make You Purchase Something

Retailers are experts at exploiting human psychology to get you to buy something. They use carefully crafted marketing strategies designed to tap into your emotions, biases, and decision-making shortcuts. From creating a sense of urgency to leveraging your fear of missing out, every detail of a Black Friday campaign is fine-tuned to make spending feel almost irresistible.

Black Friday and Cyber Monday remain two of the biggest shopping events of the year and they continue to evolve every time the season comes around. With Black Friday week now here it is the perfect time to refresh the insights and explore new marketing angles for 2025.

Social Influence on Black Friday Shopping

Social influences play a significant role in shaping Black Friday shopping and spending habits.

When people perceive themselves as being a part of a particular group, they tend to behave more positively towards them. This relates to Black Friday, where shoppers want to feel included in the “Black Friday sales people” group. It can cause them to feel left out if they don’t take part in the event and score deals. It is important to feel like you are a part of something, even if the purchase isn’t strictly necessary.

This social anxiety stems from the perception that others are having rewarding experiences that one is absent from. This fear is amplified by social media, where individuals constantly see others participating in events or enjoying experiences, leading to feelings of sadness or disappointment at missing out. During Black Friday, retailers and marketers offer limited-time deals, creating an urgency among consumers to make purchases.

Black Friday offers a practical way to efficiently complete holiday shopping. The wide range of retailers offering deals enables shoppers to find gifts for everyone on their list in a concentrated time period.

The Psychology of Discounts and Deals

When you see a price tag showing that a £200 item is now £99, your brain latches onto the original price as the “anchor.” The £99 feels like a bargain, even if the actual value of the item is much lower. Retailers use this effect to create the illusion of savings and encourage impulse buying.

Shoppers often feel a stronger attachment to something they’ve mentally “claimed” as theirs. For example, adding an item to your online basket creates a subconscious sense of ownership, making you more likely to complete the purchase. Retailers further exploit this by sending abandoned basket reminders, leveraging your desire to “keep” what you’ve already chosen.

The psychological principle of shortage is triggered by limited stock or one-day sales. If something seems rare or fitting, we value it more highly. Phrases like “only 2 left in stock” or countdown timers on websites create a pressure to act quickly, which reduces rational decision-making and pushes consumers to buy on impulse.

Retailers build hype around Black Friday with teaser campaigns, sneak peeks, and exclusive early-bird access. These tactics create a sense of anticipation and excitement, which can heighten emotional decision-making. Excitement often overrides critical thinking, leading to purchases fuelled by emotion rather than need.

Human psychology is wired to avoid losses more than to seek gains. Phrases like “Don’t miss out!” or “Last chance!” trigger this fear of loss, compelling shoppers to act. Even if the deal is common, the thought of “losing” it can be enough to prompt a purchase.

How Black Friday Tactics Ensure Repeat Shoppers

After making a purchase, consumers often justify their spending by focusing on the positives. Retailers encourage this post-purchase validation with loyalty points, additional discounts for future shopping, or encouraging positive reviews. Shopping this way ensures shoppers are happy with their choices, and could likely result in repeat purchases.

Black Friday and Cyber Monday campaigns are masterclasses in consumer psychology. By understanding the tactics retailers use, shoppers can make more informed decisions and resist the temptation to overspend. However, the appeal of a good deal can be hard to resist – so perhaps the real challenge is striking a balance between satisfaction and mindfulness in the shopping frenzy.

How to Shop Smarter

1. Plan before you shop
   An unprepared buyer is more likely to make impulse purchases. Set a budget and create a list of what you need before diving into sales. Keeping a budget makes it less likely that you’ll be swayed by flashy discounts. Don’t let nice-to-haves overshadow must-haves.
   
2. Compare prices across retailers
   Retailers often inflate original prices to make discounts appear bigger. Use price comparison tools and check the item’s price history to see if it’s genuinely a good deal. This ensures you’re making a well-informed purchase rather than falling for a marketing illusion.
   
3. Too good to be true?
   If the discount seems too good to be true, it probably is. Legitimate retailers clearly display their contact details, including a physical address and customer service line. They also offer clear return policies. If these details are missing or hard to find, consider it a red flag.
   
4. Beware of phishing scams
   Phishing emails and fake ads spike during sale seasons. These often mimic reputable retailers, asking for personal or payment details. Avoid clicking on links in unsolicited emails or messages. Instead, go directly to the retailer’s website to verify any offers.
   
5. Check reviews and ratings
   Pay attention to patterns in the reviews – consistent complaints about product quality, delivery issues, or poor customer service are red flags. For high-ticket items, consider checking expert reviews or comparison sites for a more in-depth analysis. Reviews not only help you gauge the reliability of the product but also ensure that your money goes toward something that’s truly worth it.

Targeted Email Campaigns

During Black Friday week, sending the right message at the right moment is more important than ever. Generic campaigns are often ignored, but targeted email and SMS messages allow you to reach the right customers with offers that feel personal and relevant.

Segmenting your audience is the first step. Consider different types of shoppers: loyal customers who have purchased before, first time buyers who have shown interest, cart abandoners, and high intent browsers who may be close to converting. Each group responds differently, so tailoring your message increases engagement and conversions.

Timing is just as important as targeting. Behaviour triggered emails, such as reminders about abandoned carts, low stock alerts, or notifications for price drops, encourage immediate action. Combining email with SMS notifications can be even more effective, particularly for time sensitive deals.

Personalisation goes beyond using the customer’s name. Use browsing history, previous purchases, and demographic information to suggest relevant products. For example, if a customer has been looking at smart home devices, highlight a special offer on those products instead of a general storewide sale. AI tools can help automate these recommendations in real time, ensuring each customer sees offers they are most likely to act on.

Testing and optimisation are crucial. A/B test subject lines, content, and send times to see what resonates best with each segment. Monitor engagement throughout Black Friday week and adjust campaigns quickly. For instance, if one product is performing exceptionally well, you can push a reminder email to a relevant segment to maximise sales.