There is a particular thrill in landing a deal. That spark of excitement when you see a massive markdown and hit ‘buy now’ feels like a tiny personal victory. Your brain reacts as if you have achieved something meaningful, even though you’re poorer for it. Black Friday plays directly into that emotional rush, a little dopamine hit, and that is why so many shoppers walk away feeling like they won, even when they end up spending far more than they intended.
ALSO SEE: How to break bad money habits and replace them smarter financial choices
The psychology behind the rush
Black Friday is designed to feel urgent and rewarding. Limited stock warnings, countdown timers and bold percentages create the impression that every second counts. This encourages fast decisions rather than thoughtful ones. The more a person believes they are grabbing a once-off bargain, the more likely they are to ignore their budget or careful pre-planning on what they are after.
International pricing research has found that many so-called Black Friday deals are not actually the best prices of the year. Some products were cheaper earlier in the season, while others are discounted only slightly compared to their normal selling price. When people assume everything is a saving, they miss the fact that not every deal is meaningful.
The money spent on small impulse purchases adds up quickly. Once it is gone, there is no chance for it to grow or serve a future purpose. Even redirecting one or two unplanned Black Friday buys into a savings goal can make a surprisingly large difference over time. The small amounts that disappear into carts could have helped fund a holiday, build an emergency buffer, or go into a long-term product like a Tax-Free Savings Account. Platforms like Fynbos Money have seen increasing interest from young savers looking for simple, transparent ways to start small and grow steadily.
Pexels
Adrian Hope-Bailie from Fynbos Money says that he has noticed a perception among young people that they will simply never be able to create wealth for themselves in the same way that previous generations have managed. “For many young people, that hopelessness leads to a kind of financial nihilism,” says Bailie. “They just give up and instead of saving and investing responsibly and slowly, they put what money they have into big bets hoping for quick wins. Black Friday is another example of this because perceived savings can feel like progress, but they often lead to more spending than planned and leave young people further from their financial goals.”
The rise of financial nihilism makes long term tools even more important. Simple, low-cost options like a Tax-Free Savings Account offer a counterbalance to the quick win mindset and help people create a sense of forward movement again.
Pexels
A better way to get real value from Black Friday
A few simple habits can help shoppers avoid Black Friday regret. Make a list before browsing and treat it as a boundary. Compare previous prices so you know whether the deal is genuinely good value. Set a limit for unplanned purchases and wait a few hours before checking out. If the excitement fades, the item probably was not worth buying.
Black Friday will always offer tempting deals, but the best financial wins come from choices that support your long-term goals. Skipping even one impulse purchase and putting that money aside can help build a stronger financial foundation. The greatest saving this Black Friday might not come from a discount at all. It might come from choosing not to buy something in the first place.
ALSO SEE:
Featured Image: Pexels
