The hidden cost of Black Friday – what those “amazing deals” are really doing to your wellbeing

Black Friday has arrived, and with it comes the familiar assault on our senses: inbox flooding with “FINAL HOURS!” emails, countdown timers ticking away, and bold promises of savings we simply cannot miss. But while retailers celebrate record sales, there’s a question worth asking: what is this annual shopping frenzy actually costing us in terms of our wellbeing?

The psychology of urgency

Black Friday marketing is expertly designed to bypass our rational thinking. The limited-time offers, the countdown clocks, the “only 3 left in stock” warnings – these aren’t accidents. They’re deliberate triggers that activate our fear of missing out (FOMO) and push us toward impulsive decisions we might regret later.

When we’re told we have mere hours to act, our brains shift into reactive mode. The opportunity to think clearly about whether we actually need something, whether we can afford it, or whether it truly represents good value disappears beneath the weight of artificial urgency.

The emotional toll

The pressure to participate in Black Friday can create genuine stress and anxiety. There’s the worry about missing out on deals, the comparison with others who seem to be getting incredible bargains, and the nagging feeling that everyone else is winning while you’re losing.

For those already experiencing financial stress, Black Friday can amplify difficult emotions. The constant messaging about spending can feel alienating when your budget is tight. The pressure to buy gifts or treat yourself can clash painfully with financial reality.

The aftermath

Perhaps most concerning is what happens after Black Friday ends. Research consistently shows that impulse purchases often lead to buyer’s remorse, increased financial stress, and sometimes genuine hardship when credit card bills arrive in January.

The temporary high of scoring a deal can quickly give way to regret, particularly when we realise we’ve spent money earmarked for essentials or pushed ourselves further into debt for items we didn’t truly need.

A different approach

At the Financial Wellbeing Collective, we support people in building healthier relationships with money – and that includes navigating the pressures of sales events like Black Friday.

Here are some ways to protect your wellbeing during this time:

Pause before purchasing. If a deal is genuinely good today, it will still be good tomorrow. Give yourself 24 hours before making any unplanned purchases.

Unsubscribe and mute. Reduce your exposure to marketing messages. Your wellbeing matters more than any retailer’s profits.

Remember your values. What actually matters to you? Is it more important than the short-term thrill of a bargain?

Acknowledge the feelings. FOMO is real and it’s uncomfortable. You don’t have to act on it just because you feel it.

Seek support. If you’re feeling overwhelmed by financial decisions or finding it difficult to resist spending pressure, reaching out for support is a sign of strength, not weakness.

The real deal

The best deal available this Black Friday isn’t in any store. It’s the gift of financial peace, the freedom from spending pressure, and the confidence that comes from making conscious choices aligned with your values and circumstances.

Your wellbeing isn’t on sale – and it shouldn’t be sacrificed for one either.

The Financial Wellbeing Collective offers financial coaching and counselling to support people in building healthier, more confident relationships with money. If you’re feeling overwhelmed by financial stress or spending pressure, we’re here to help.