The clock strikes midnight and store doors swing open to the deafening roar of eager shoppers. A wave of people surges forward, trolleys clashing as arms stretch to grab the last item off the shelves. Meanwhile, online shoppers are glued to their screens, refreshing websites that crash under the weight of skyrocketing traffic. Logistics companies gear up for an overwhelming influx of deliveries, while warehouses hum with activity, ensuring products get shipped on time.
Black Friday isn’t just a day—it’s a meticulously orchestrated spectacle. Retailers spend months planning marketing campaigns, adjusting inventories and crafting deals that appear irresistible, all with one goal: to dominate your wallet. While consumers are swept up in the excitement of "once-in-a-lifetime discounts," retailers are enjoying a windfall, often raking in the bulk of their annual profits during this period. The truth is, everything from the time-sensitive offers to the strategic product placements is designed to make you spend more—often without you realising it.
But it doesn’t have to be that way. In this guide, we’ll expose the most common traps to avoid during Black Friday, from inflated discounts to high-pressure sales tactics. We’ll also share practical tips on what’s actually worth spending on and how businesses can approach Black Friday ethically and effectively. Whether you’re a shopper looking to stretch your budget or a business aiming to stand out, this guide will help you navigate the frenzy with confidence and strategy.
For Consumers
The Illusion of Scarcity
What It Is
Ever seen a product listed online with a flashing banner that reads, “Only 2 left!” or a countdown timer warning, “Sale ends in 1 hour!”? These tactics are classic examples of the illusion of scarcity. By creating a sense of urgency, retailers push consumers to act quickly, fearing they’ll miss out on a great deal. The truth? In many cases, the “limited stock” or “time-sensitive offer” is more about psychological manipulation than an actual shortage.
How to Spot It
Pause and assess the situation before clicking "Buy Now." Is this item truly limited, or is the retailer using a tactic to make you panic-buy? A quick way to verify is to refresh the page or check other retailers for the same product. Often, you’ll find that the stock count magically resets or the discount reappears elsewhere after the so-called deadline.
Actionable Tip
Prepare ahead of time. Add items to your cart or wishlist well before Black Friday to monitor their availability and pricing trends. This way, you can confirm whether a product is genuinely scarce or simply a part of the marketing game. Research alternative options to avoid feeling pressured into making hasty decisions. Remember, a well-informed shopper is much harder to trick!
Bundled Pricing and Hidden Costs
What It Is
“Buy 3, Save 20%!” or “Bundle and Save!” These deals sound appealing, but bundled pricing is a clever marketing tactic designed to make you spend more than you intended. By grouping products together, companies often create the illusion of a better deal, even if the individual items aren’t actually discounted. In some cases, the bundle may include items with inflated prices or things you don’t really need, masking the true cost of the purchase.
How to Spot It
Before diving into a bundle deal, break it down. Compare the price of each item individually and calculate the total savings. Are you actually getting a better deal, or would you save more by purchasing only the item(s) you need? If the bundle includes products you wouldn't normally buy, it might not be as cost-effective as it seems.
Actionable Tip
Leverage price comparison tools or apps to check if the bundled items are available at lower prices elsewhere. Websites like PriceCheck or browser extensions like Honey can help you verify whether the bundle is worth it. Always stick to your list—bundles are designed to make you buy more, but savvy shoppers know how to resist temptation by focusing on what they truly need.
Inflated Discounts
What It Is
Have you ever seen a product listed as “50% off!” and thought it was an incredible steal? What many shoppers don’t realize is that some businesses raise the original price of an item just before Black Friday, only to "slash" it during the sale. This tactic, known as price inflation, creates the illusion of a massive discount when, in reality, you’re paying close to the regular price—or sometimes even more.
How to Spot It
The key to spotting inflated discounts is preparation. Start tracking the prices of items on your wishlist a few weeks or even months before Black Friday. Use price history tools to see if the "sale price" is genuinely lower than the typical cost. Be wary of discounts that seem too dramatic, as they’re often a red flag for price manipulation.
Actionable Tip
Focus on high-value items you’ve been planning to purchase—like electronics, appliances, or premium products—and verify the discount is real before buying. Avoid getting swept up in flashy deals on low-value or unnecessary items. If it’s something you wouldn’t consider buying at full price, it’s likely not worth buying at a “discount” either. Savvy shopping means sticking to your budget and buying only what adds true value.
High-Pressure Sales Tactics
What It Is
You’re browsing an online store and suddenly, a countdown timer flashes, “Hurry! Sale ends in 10 minutes!” Or maybe a pop-up warns, “50 people are viewing this item right now!” These high-pressure sales tactics are designed to create a sense of urgency, forcing you to make a quick decision without properly considering your purchase. They prey on FOMO (fear of missing out), making you feel as though you’ll lose out if you don’t act immediately.
How to Spot It
Recognize when these tactics are influencing your decisions. Pause and ask yourself: Would I still buy this item if there weren’t a timer or pop-up? Often, these time limits are artificially imposed and don’t reflect actual scarcity. Many retailers recycle these "limited-time" deals or extend sales after the deadline has passed.
Actionable Tip
Avoid falling victim to pressure by setting a clear budget before Black Friday begins. Write down exactly what you plan to spend and on which items and stick to it. This ensures you’re shopping with intention, not reacting impulsively. When you feel rushed, take a step back—most deals aren’t as urgent as they seem and you’ll thank yourself later for making thoughtful decisions.
Overhyped “Exclusive” Deals
What It Is
“Black Friday Exclusive!” or “Only Available Today!”—these phrases are often plastered across sales banners to make deals seem unique and impossible to find elsewhere. But in reality, many of these “exclusive” offers are just clever marketing ploys. Often, the same products are available year-round at comparable prices or the exclusivity applies only to trivial features, like a bundled accessory or a different color option.
How to Spot It
Before falling for the hype, do a quick comparison with other retailers. Is the “exclusive” item truly unique, or can you find the same product (or a better deal) elsewhere? Check price histories or competing stores to verify whether the exclusivity claim holds water. Many times, you'll find similar prices outside of the Black Friday frenzy.
Actionable Tip
Be cautious of deals that sound too good to be true—because they often are. Focus on purchasing items you’ve genuinely planned for and researched in advance. Don’t let flashy “exclusive” labels tempt you into buying something that doesn’t add value to your life. A true deal benefits your wallet, not just the retailer’s marketing campaign.
For Businesses
Create Real Value, Not Just Illusions
What to Do
Instead of relying on flashy gimmicks, focus on offering genuine discounts that customers can truly benefit from. Clearly communicate the actual savings—whether it’s a percentage off or the monetary value they’ll keep in their pockets. Transparency is key. For example, instead of saying “Up to 50% off!” across the board, specify “Save R1,000 on this laptop” or “20% off on all home appliances.”
Why It Works
Customers value honesty. When they see that your deals are authentic, it builds trust and enhances their overall experience with your brand. Shoppers who feel they’ve gotten real value are more likely to return, not just for Black Friday but throughout the year. Genuine discounts create goodwill and set your business apart from competitors relying on manipulative tactics.
Pro Tip
Highlight your best deals on essential, high-demand items—products customers actually need or have been planning to purchase. Focus on discounts for high-value items like electronics, household goods or premium products. When customers see real value in your flagship offers, they’re more likely to explore the rest of your deals. This strategy not only drives sales but also strengthens your brand’s reputation as a business that delivers on its promises.
Use Bundling Strategically
What to Do
Bundle complementary products to create packages that offer both convenience and savings. For example, pair a laptop with a protective case, a mouse or even software licenses. These bundles save customers the hassle of purchasing items separately while giving them a sense of added value. Ensure the bundle is logical and aligns with customer needs.
Why It Works
Strategic bundling drives higher sales by increasing the perceived value of the offer. Customers are more likely to spend on a package deal if they feel they’re getting a better price compared to buying each item individually. Plus, it encourages them to purchase more than they initially planned, boosting your revenue while keeping them satisfied.
Pro Tip
Clearly display the savings customers will enjoy by choosing the bundle over individual items. For instance, show the original combined price alongside the discounted bundle price to make the value obvious. Avoid inflating the bundle price or including unnecessary items, as this can undermine trust and deter customers. Thoughtful, customer-focused bundles lead to higher sales and long-term loyalty.
Leverage Email and Social Media Marketing
What to Do
Start teasing your Black Friday deals weeks in advance through email campaigns and social media posts. Share sneak peeks, exclusive previews or early access opportunities to build anticipation. Use engaging visuals and clear messaging to highlight what makes your deals special. Focus on creating a sense of excitement while reminding customers to stay tuned for the big day.
Why It Works
Early promotion keeps your brand top of mind during the crowded Black Friday season. By generating buzz ahead of time, you engage potential customers before they’re overwhelmed with offers from competitors. This early engagement can lead to higher conversions once your deals go live, as your audience will already be primed to shop with you.
Pro Tip
Use countdowns sparingly and ethically. A well-placed countdown can create excitement and a sense of urgency, but overuse—or using it deceptively—can lead to customer distrust. Instead, focus on countdowns for genuinely time-sensitive deals or special launches. Pair them with transparent, engaging content that encourages customers to act out of excitement, not pressure.
Optimize Your Website for High Traffic
What to Do
Prepare your e-commerce platform for the inevitable surge in traffic during Black Friday. Test your website’s capacity and speed well in advance to ensure it can handle high volumes without crashing. Focus on creating a seamless shopping experience with intuitive navigation, quick loading times and a streamlined checkout process that minimizes friction.
Why It Works
There’s nothing worse than a consumer waiting in a long online queue, only to have the item they wanted sell out by the time they check out. Slow or glitchy websites, crashes or errors during high-traffic periods can turn an exciting Black Friday shopping experience into a frustrating ordeal, leading to high cart abandonment rates and lost sales. On the other hand, a smooth, fast-loading platform ensures shoppers can browse, add items to their carts and check out without disruptions. A well-functioning site boosts customer satisfaction and increases your chances of converting visitors into buyers.
Pro Tip
Offer flexible payment options, such as “buy now, pay later” services, to attract budget-conscious shoppers. This feature not only appeals to customers trying to manage their expenses during the holiday season but also encourages them to purchase higher-value items. Combined with a user-friendly website, it can significantly enhance your Black Friday sales performance.
Reward Loyalty
What to Do
Show appreciation for your loyal customers by offering them exclusive early access to your Black Friday deals. This can be through a VIP membership, loyalty program or simply a special email invitation. Let your most engaged customers feel like they’re part of an insider group with access to the best deals before the general public.
Why It Works
Loyal customers are the backbone of your business and rewarding them fosters deeper connections and brand loyalty. Exclusive perks make them feel valued, which encourages repeat business and positive word-of-mouth. It also creates an incentive for other customers to join your loyalty programs, expanding your engaged audience.
Pro Tip
Follow up with a thoughtful post-Black Friday thank-you email to maintain goodwill and keep the relationship strong. Highlight the success of the event, express gratitude and hint at future offers or benefits they can look forward to. This small gesture shows customers they’re more than just a transaction, enhancing long-term loyalty.
Bonus Tip: Monitor Competitor Pricing
What to Do
Keep track of your competitors’ Black Friday deals to ensure your pricing remains competitive. Use tools like price monitoring software or manual research to compare their offers against your own. Adjust your deals strategically—whether that means matching a price, slightly undercutting or emphasising added value in your product or service.
Why It Works
Understanding the competitive landscape ensures that your deals attract attention without risking overpricing or unnecessary losses from steep discounts. Staying aware of what competitors are doing allows you to position your offers as the better choice, whether through price, quality or unique features.
Pro Tip
Highlight what sets you apart. If you can’t beat a competitor on price, focus on benefits they don’t offer, such as extended warranties, better customer service, or exclusive bonuses. Make these differentiators clear in your marketing to show customers why your deal offers more value, even if the price is similar or slightly higher.
Black Friday doesn’t have to be a battle between consumers and businesses. When approached with awareness and strategy, it can be a win-win for everyone involved.
For consumers, the key is to stay informed and cautious about marketing tricks. Understanding the tactics used to drive urgency or inflate discounts allows you to make smarter, more intentional purchases. Focus on value, stick to your budget and avoid being swept up in the frenzy.
For businesses, transparency and ethical practices are the foundation of long-term success. By offering genuine value and prioritizing customer trust, you not only boost sales during the event but also strengthen loyalty and build a reputation that lasts beyond the holiday season. With that, happy shopping!
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