From Black to White Friday

Did you know this about Black Friday?

‍The name sounds tough, but its origin is actually a bit chaotic. In the ’60s,the Philadelphia Police called the day after Thanksgiving “Black Friday” because of… traffic chaos, packed stores and people almost pushing each other off the pavement. Not very festive, right? Later, clever retailers turned it into something positive: losses were noted in red, profits in black. Thanks to buying pressure, stores finally went “into the black”. Chaos = profit. And that’s how the biggest shopping event of the year began.

Our brain loves discounts

‍Our head loves gain, our heart loves dopamine. It’s not in your wallet, but in your mind. According to Prospect Theory, we feel “loss avoidance” stronger than capturing a gain. So € 199 for € 129 feels like winning € 70. We may not save anything at all, but hey—dopamine! Every “Super deal” gives a little dopamine shot: that reward signal that says “Well done, smart shopper!”. Except… sometimes we’re mainly smart at convincing ourselves we really need it.

Psychological tricks in action

‍Black Friday marketing is a masterful game of anticipation, exclusivity and clever triggers. And yes, we all fall for it.

1. Anchoring effect: That € 1200 the head phones used to cost? That’s your anchor. The discounted price instantly feels irresistible. And if the store pumped up the price beforehand? Jackpot for marketing psychology.
2. Scarcity & FOMO: Flash sales, “Op=Op!” and countdowns make your hand click faster than your brain can think — feeding our loss aversion: no one wants to be the one who missed the deal.
3. Dopamine & pain of paying: Finding a deal gives a dopamine rush. Thanks to free returns or one-click checkout, paying suddenly feels much less painful. Result: your brain shifts to “buy mode” while your bank account softly whispers help.
4. Lipstick effect: Even in economic uncertainty, we love spending on small luxuries. Black Friday taps into this with cosmetics, skincare and other guilty pleasures. Because hey, if you’re going to buy something… better choose something that sparks joy.

A recognisable scenario

‍Those headphones were sitting in your shopping cart for weeks. Email: “Black Friday: exclusive deals, hurry op=op!” Doubt! “Noise cancelling, better battery… maybe?”
Friday 29 November. Price drops again. “Act fast!” Click. Dopamine rush achieved. Temporary happiness guaranteed. Smart? Maybe. Psychologically manipulated? Absolutely.

From black to… colour

‍Black Friday isn’t only about buying. From Sweden to Canada, counter-movements are giving Fridays (and even other days) new meaning. Less buying, more awareness, sustainability, rest and circular joy — a refreshing anti-consumerist twist.

• ‍Green Friday: buy consciously, repair your clothes or plant a tree. Less buying = more karma. Think of Patagonia’s “Don’t Buy This Jacket”campaign.
• ‍Slow Friday: local, artisanal, with attention. Hurry = out, quality =in.
• Silent Friday: Rest as luxury. No banners, just breathing.
• ‍White or circular Monday: Second-hand, borrowing, swapping.
• ‍Buy Nothing Day: a digital detox for your wallet.
• ‍Giving Tuesday: from discounts to meaning. Donating gives just as much of a dopamine kick.

What can we learn for market research?

‍Black Friday is like a giant psychological laboratory and a collective brain workout in self-control.

• Observe behavioural reactions: scarcity, countdowns, exclusive deals.
• Understand emotional motivators: dopamine, FOMO, “pain of paying”.
• Understand alternatives: Green, Circular or Slow Fridays show more consumers are open to sustainability, meaning and rest.
• Learn from differences: Millennials, Gen Z and eco-aware shoppers respond differently.

Black Friday shows how cleverly our brain reacts to triggers. But we have choices. Dopamine can come from a deal, or from a donation, a repair, a second-hand find or a moment of silence. Maybe the future of Fridays isn’t black, but multicoloured: joy, awareness, calm and sustainability. And honestly? I can live with that. As long as I don’t buy yet another airfryer.