It’s four a.m. The world is dark, but store windows light up the streets with promises of massive discounts. Crowds press against the doors, breath fogging up the glass, eyes widening with excitement for “half-price” TVs and “exclusive offers.” When the doors swing open, shoppers rush in like a wave, hearts racing as they snag items with bright red sale tags. But beneath the frenzy and flashing lights lies a simple truth most of us miss: these “deals” aren’t always deals. Behind the marketing hype are strategies designed to make us spend, even when the savings are minimal or nonexistent.
The illusion of discounts
In the weeks leading up to Black Friday, many products quietly increase in price, only to drop back down during the sales event. The result? Discounts that look larger than they really are. According to KnownHost, nearly a third of products saw price increases before Black Friday, with an average surge of 20.5%, or $51.
Among the most notable price hikes were Amazon products. The Amazon Fire TV Stick doubled in price from $20 to $40 before being marked “on sale.”In terms of the largest increase in dollar value, the Samsung Galaxy Z Fold 5 led the pack, rising $300—6%)—bringing its cost from $1,620 to $1,919.99. These price adjustments are no accidents. Retailers rely on pre-Black Friday increases to create the illusion of generous discounts, profiting from shoppers’ excitement while preserving their margins amid high consumer demand and competitive market forces.But there’s a reason behind these rising prices: economic pressures have forced retailers to adapt. With rising inflation, ongoing supply chain issues, and higher production costs, retailers are forced to use other methods such as price hikes and exclusive limited time deals to profit during these times.
The psychology behind the hype
Retailers also use psychological tactics to manipulate how we perceive discounts. Price anchoring is a psychological strategy used by retailers to influence a customer’s perception of the value of the product they are purchasing. When customers see an initial, “anchor price” (typically a higher price), they base their view of a deal on that price, even if it’s not valued that way.
For example, if a jacket is originally priced at $200 but is marked down to $120, a customer might see the discount as a great deal because their reference point, the anchor, is the higher $200 price, even though the jacket might have never sold for that price at all.
Another tactic preys on our fear of missing out (FOMO). Retailers know this. To build urgency, stores offer limited-time deals like “50% off for the first 100 buyers!” or “doorbuster deals from six to nine a.m.!” By framing these discounts as fleeting or exclusive, retailers push shoppers to make faster, impulsive purchases. These strategies aren’t just about selling products—they’re about creating the emotional high of snagging a deal, whether or not it’s actually worth it.
Black Friday’s changing role in shopping
Black Friday used to be a highlight of holiday shopping, but its significance is fading. With online shopping becoming more prevalent, retailers have the ability to run promotions all year long, from flash sales to seasonal discounts. These ongoing deals make the “exclusive” deals of Black Friday less-enticing. Events like Amazon Prime Day and seasonal promotions mean that shoppers can find discounts year-round without the crowds or chaos.
How to approach Black Friday
More shoppers are starting to realize that these deals aren’t quite as amazing as they seem. Price tracking apps and websites like Deals News allow people to compare Black Friday prices from a few weeks back, exposing that the so-called “sale” isn’t really a sale at all.
Maybe it’s time to rethink how we approach Black Friday. Instead of chasing every item with a “sale” tag, we should carefully consider what we’re really buying. Comparing prices across retailers, setting a budget and focusing on genuine needs rather than impulse purchases, can help avoid falling victim to inflated “discounts.” Ultimately, the true value of Black Friday isn’t snagging the best deal—it’s about making smart, thoughtful choices and resisting the lure of flashy marketing.
