What Black Friday is doing to our brains

Every November, Black Friday bombards shoppers with promises of "huge discounts" and "today only." But behind the brightly coloured banners is a subtle psychology that uses the way our brains work to make us spend more than we planned, The Conversationreports.

The authors, neuroscientists Tiil Grootswagers and Daniel Voiraigel, explain that sales trigger several decision-making mechanisms at once.

Time pressure: the brain decides faster and worse

Normally, when choosing, for example, a new TV, we weigh different factors: price, features, reviews, our budget. It takes time, and the more important the purchase, the more information we want to gather.

But under time pressure, the brain lowers the "threshold of evidence" - that is, it accepts a decision with less data. We feel like we need to decide faster, and we make a choice before we've had time to check everything out.

This speed is useful when you need to react instantly - conventionally, to shake a spider off your hand rather than think. But on Black Friday, the same mechanism turns into impulsive spending.

Scarcity and competition: "3 grand left"

In addition to urgency, sales actively play on the scarcity effect.
We see:

• "8 left in stock",

• "12 people are looking at this item,"

• a countdown timer.

There is a sense of race and competition: if I don't buy it now, I won't get it at all. At this moment, the brain automatically increases the value of the product: if it is "sold out", it means that it is good.

The problem is that such "artificial rarity" distracts from more important criteria: quality, guarantee, long-term benefits.

Speed versus accuracy

Psychologists have long described the phenomenon of "speed versus accuracy trade-off": the faster we make a decision, the higher the risk of error. Under time pressure, the brain switches to simplified benchmarks - how many people are looking at a product, how long the promotion lasts, when the counter "closes".

Moreover, the feeling of scarcity literally prevents us from looking for additional data: if it seems that a product is about to disappear, spending five minutes comparing prices seems dangerous - in case we don't have time.

In real threats (fire alarm, evacuation), such a quick choice can save a life. But at sales, sellers deliberately imitate such conditions - with timers, "today only" banners, "limited stock" signs, switching the brain into hasty decision mode.

So we stop asking ourselves: "Do I really need this?" and start thinking, "What if I miss my chance?" - and end up buying a TV that's only slightly better than the old one, even though we didn't have to change it.

How to stay in control: 4 tips

The authors offer some simple strategies to not let marketing drive your decisions:

1. Plan ahead of the sale.
   Decide in advance what you really need and gather information before the rush starts. Then it will be easier for your brain to resist time pressure.

2. Set a budget and keep it in front of you.
   Determine how much you're willing to spend and remind yourself of it regularly - in a note, on paper, in an app. This helps reduce the effect of scarcity: it's important not only to "make it" but also not to go overboard.

3. Pause before you pay.
   If you feel like you're being "pushed" by a timer or a sign that says "not enough left," stop for at least a minute. That's enough time for the emotional outburst to subside a bit and for the rational part to have time to engage.

4. Ask yourself: "Would I buy this at full price?"
   Such a question brings the focus back from the "discount" to the real value. If the answer is "no," it's probably not a necessary purchase, but an effect of successful marketing.

The authors emphasise: there's nothing wrong with discounting per se. But it is important to remember that Black Friday is not only a holiday of "bargain shopping", but also a thoughtful use of knowledge about the workings of the brain. The better we understand these mechanisms, the easier it is to maintain control over our decisions - and our wallet.