FOMO Friday

The rational shopper exists, but underneath we're all hunters

Black Friday is originally an American shopping day with big discounts to kick off the Christmas season. In Europe, it has become a popular sales event too, with shops and web shops offering promotions at the end of November.

In the middle of this Black Friday noise, consumers want to be rational. Almost half of them bought something during Black Friday last year, and over half prepares purchases carefully by comparing prices before they do (in The Netherlands even 66%!). Consumers explain this rationality like  ‘I only buy when I need something’ or  ‘It doesn’t affect me’. Spoiler: it does!

‍

Underneath that controlled surface a different story appears

‍More than a third admit they know they’re being persuaded yet still give in, and over a quarter are afraid of missing out on a good deal, sentiments that are even stronger in the Netherlands than in Belgium. In addition, more than a quarter feels pressure to buy something, even when there is no real need. Although in both countries about 40% is annoyed by promotional e-mails and almost one third feels rushed or stressed by Black Friday advertising. Black Friday brings out the bargain hunter in all of us — even the ones who swear they’re immune. Thats FOMO pursang, the psychological engine of Black Friday. As one consumer perfectly put it:
“It makes me greedy and gives me the feeling that I can’t afford to miss a good discount.”

But the moral friction is growing!

‍Alongside temptation, consumers in both Belgium and The Netherlands experience something else: a pullback of conscience.
Half of the consumers believe Black Friday contributes to overproduction and waste, 44% believes Black Friday doesn’t fit in a sustainable society and finds it unbelievable when a brand combines sustainability with massive sales. Almost one third admits they enjoy finding bargains but sometimes feeling guilty afterwards about the waste. Black Friday has become a moment where people reflect, even if briefly, on their consumption habits.
“I do feel pressure, also because I’m convinced the discounts aren’t always that genuine or correct.”

Black Friday’s biggest enemy? Trust – and it’s eroding fast.

For many Black Friday is when marketing screams louder than common sense. In total, 44% doesn’t trust Black Friday deals (in The Netherlands even 51%) and 42% believes brands deliberately play on fear of missing out (FOMO).

So what do consumers really want from brands? Calm and honesty!

Here lies the real twist, when asked what they expect from brands during Black Friday, they ask for better behaviour!

They want fair prices and no fake discounts, an end to fake scarcity — the classic “only 3 left in stock” — and an end to countdown clocks that add pressure instead of clarity. They wish for more focus on fair pricing and quality instead of endless discounts.

About 40% of the consumers believes brands should help consumers buy less, instead of more, and 37% says they genuinely appreciate companies that intentionally stay away from Black Friday chaos altogether.

Consumers reject the Black Friday manipulation and pressure. So work on a stronger brand where transparency beats spectacle, honesty beats urgency and calm beats chaos.
Curious how your brand can win trust instead of just adding to the Black Friday noise? We’re always happy to explore the possibilities with consumers, with our VirtualAudience, or simply over a good coffee. We promise: no pressure, no countdown and not even a “only 1 spot left” sales joke. Just a good conversation! Feel free to reach out to: cm@haystack-consulting.com

‍