Black Friday, which in practice lasts much longer than one day, is a time of intensive marketing activities. Already at the end of October, stores start promotional campaigns known as “black weeks”. Customers are tempted by Christmas decorations, bright discount labels and suggestive advertisements. As Dr. Hełka explains, sellers use various methods to trigger a purchasing impulse – from comparing “before” and “after” prices, through limiting the promotion time, to offering discounts depending on a specific purchase amount. The expert emphasized that these techniques often lead to buying things that we do not need, but seem attractive due to the alleged savings.
Read also: This is how much we will spend on Black Friday. There is a study
Amount or percentage reduction?
Dr. Hełka notes that Black Friday can be considered from two perspectives. On the one hand, promotions can lead to ill-considered purchases that do not actually bring savings. On the other hand, it is an opportunity to make rational purchases if we have planned specific expenses in advance. However, the key condition is to clearly define your needs and stick to the plan.
The expert indicates that sellers often manipulate the way discounts are presented. “Sometimes it makes a big difference whether the reduction is presented as an amount or as a percentage,” notes Dr. Hełka. For example, a discount of PLN 5 looks better as 30%. less, while a 10% discount is less attractive than a PLN 200 discount. Consumers should also pay attention to the lowest price in the last 30 days, which has been required to be included on the price label for several years. This allows you to check whether the promotion is genuine or whether the price has been artificially raised beforehand.
Beware of deferred payments
Another popular technique is to offer an additional discount after a certain purchase amount is exceeded. As the psychologist notes, even a reasonable consumer can fall into the trap of adding more products to the cart to get an additional discount. The promise of receiving something for free works similarly and, as Dr. Hełka emphasizes, it can have an exceptionally effective effect on our psyche.
Purchases financed with deferred payments, installments or credit cards may also be dangerous. “In the application, it looks like money at your disposal, not like a loan,” warns the expert. The problem arises when the repayment deadline is exceeded, which results in high interest. Young people in particular are increasingly using this type of solutions, which may lead to financial problems.
Spending limit
But how to avoid shopping traps? Dr. Hełka advises making a list of necessary products and sticking to it consistently. It is also worth setting a spending limit, paying attention to real prices and avoiding emotional purchases. If we tend to overspend, it is a good idea to ask someone to help us control our purchases.
In the context of Black Friday, it is worth remembering alternatives, such as No Shopping Day, which is celebrated on the last Saturday of November. Although its effectiveness is limited, Dr. Hełka suggests that initiatives promoting responsible consumption, such as giving objects a second life or supporting those in need, e.g. as part of Szlachetna Paczka, may be more effective.
“Maybe instead of buying gifts for someone who already has a lot, it is worth giving gifts to someone who really has almost nothing,” concludes Dr. Hełka.
