How retailers use psychology to trick consumers into believing they are getting a bargain
The Black Friday weekend approaches at the end of this week – 28 November to 1 December 2025 – when many of us will be looking to grab a bargain.
According to research by Global Data and VoucherCodes almost 40% of consumers say they are likely to buy something during the Black Friday four-day weekend, a 4.5% increase from last year. Nine in ten (92%) Black Friday deals analysed were the same price or cheaper at other times of the year compared to the Black Friday sales period.
But clinical psychologist Dr Marianne Trent and I have been looking at the tricks companies play to get you to spend more and provide advice so you don’t get stung.
Dr Trent says:
I see time and again how our brains are quietly shaped by the way information is presented to us. Many of the tactics used around big sales events are designed to bypass the rational parts of the brain and tap directly into our threat, reward and attachment systems and we see a lot of them around Black Friday.”
Which? Black Friday research shows that retailers use this psychology, such as inflated or never-charged “was” prices to create misleading discounts, thus confusing shoppers.
This could even be a breach of the Consumer Protection from Unfair Trading Regulations. Under these regulations:
If a shopper makes a purchasing decision they would not have made had they been given accurate information or not put under unfair pressure to do so, then this would be deemed unfair.”
In fact, this has become such a problem that the Competition and Markets Authority (CMA) has launched a major consumer protection drive focused on online pricing practices
The Which? investigation revealed that for the first time ever, “… every one of the ‘deals’ we checked was available for the same price or less at other times of the year than on Black Friday itself.”
Dr Trent says:
Inflated ‘was’ prices act as an anchor, making even an average offer look irresistible. There is also a powerful dopamine hit when we believe we have secured a bargain and this feeling of having ‘won’ something can make it genuinely difficult to walk away.
Practices such as countdown clocks and ‘only 3 left’ messages activate a sense of urgency which can push people into fast, emotionally driven decisions rather than thoughtful ones.”
Dr Trent sums up how brands tap into our deep human need for belonging:
Seeing social proof such as ‘people are buying this right now’ or curated ‘bestsellers’ lists creates subtle pressure to join in. For many people, especially those who are already tired, stressed or overwhelmed, this combination of urgency, reward and social influence can create the perfect storm for overspending. Add in the emotional comfort of shopping as a brief escape from daily pressures and it becomes even harder to notice when the line has been crossed.”
Black Friday shopping tips
Dr Trent advises:
Understanding these psychological nudges does not mean people are foolish for falling for them. These techniques work because they target automatic, very human responses that all of us are wired to feel. Once people understand what is happening in their brain in these moments, it becomes much easier to pause, take a breath and make choices that feel more aligned with their values and their longer-term wellbeing.”
Here are some tips for those wanting to make the most of any genuine Black Friday bargains out there:
1) Keep asking yourself if it is too good to be true. If it seems too good, then it’s probably not genuine. If an item is currently hard to find and you see it for sale from an unknown retailer and at a good price, it’s probably a scam.
2) Use price-tracking tools. Camel Camel Camel, for example, tracks prices on Amazon and will tell you when the item was at its cheapest and show when the price changed and by how much.
3) Do your research. Pricechecker, Pricerunner, PriceSpy and Idealo all compare prices from different sites for the same item, so check them before purchasing anything. You can even compare prices in store. When shopping you can use the Idealo app to scan a product’s bar code and find the cheapest place to buy it.
4) Check the reviews:
- Only really take on board reviews where there are at least 10 entries, so you can disregard the top and bottom.
- If someone is saying that an item has this great part and that superb element but the majority of the reviews say otherwise, be dubious!
- Likewise, if someone says they find a product useless or similar and the majority of other reviews are positive, it’s likely to be fake. Not necessarily a paid-for review, but a competitor or a troll of which many exist on the Internet!
- Check out the reviewer. Click on the reviewer and their other reviews to determine if there are any similar patterns. Are they all the same score? If the reviewer has all their reviews hidden, that is unusual. If they are leaving bad reviews it could well be a troll or a competitor. Look at dates and the reviewers’ geographical locations.
- Someone who undertakes honest reviews for companies, such as bloggers and influencers, should declare that they were given the item for free.
5) Use discount sites. With JamDoughnut you can earn reward points by buying pre-payment gift cards to use online, in-store or on the phone. Take out your cashback after you’ve received £10 worth in points.
With Maddyverseyou can get similar discounted vouchers but save before you buy, so the money stays in your pocket.
6) Use cashback sites. The best-known and biggest cashback sites are Topcashback and Quidco, as well as Kidstart where you can save for your child. Create an account, look up the company from which you wish to buy then register and track your purchase. The time in which you get the cashback amount varies from trader to trader.
Often you will get a larger discount for your first delivery and some companies offer a gift or further discount for referring a friend.
7) Write down all the items you need to buy. This can include: the people for whom you have to buy presents, possible ideas and a budget. This will help with your choices and ensure you don’t go over a budget if you are easily carried away with possible bargains.
8) Check out Which?’s expert pick of deals in its Black Friday Insider’s Guide.
9) Black Friday might be good for getting the latest technology, but check the release dates for the next model. Will you still want that phone or laptop if the newer version comes out a week later?
10) Many of the items may need additional accessories, such as batteries. Don’t get these at the same time, you will more than likely find these more cheaply when you do research on that at a later date!
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11) Don’t trust all the emails, texts or online adverts that you see. They may not take you to genuine sites or real offers. Don’t click on any links and always go to the site directly to see if an offer is genuine. Search for it by name and follow the search results. But, once again, a site high in search results doesn’t mean it is real. This also goes for emails or texts containing false information about non-existent orders or saying you owe postage or need to update payment details. Don’t click!
And don’t believe that the social media platforms are any safer, either! Fake adverts and fictional profiles can lure you in with offers and then send you to sites where you will pay but not receive your order.
12) Don’t be rushed into making a purchase. Scammers will try and use pressure selling techniques, such as creating false urgency to buy an item, using unrealistic claims or making you feel that you owe something to the salesperson.
@thecomplainingcow How to stay safe and not be tricked into a scam on Black Friday weekend #Scams #Scammers #BlackFridayScam #MoneyTipsAndTricks #ShoppingOnline
How to complain about Black Friday purchases if something goes wrong
And of course if there is anything wrong with your purchases you might need the books!
For more advice, tips, information and template letters covering holidays and more: GET THE BOOK! How To Complain: The ESSENTIAL Consumer Guide to Getting REFUNDS, Redress and RESULTS!
Want to get better at complaining? See 101 Habits of an Effective Complainer
Save yourself time and effort finding the laws and wording a letter of complaint. Purchase and download a template, fill in your details and get that redress.
Saving money at Christmas
Saving money and your rights at Christmas various posts about ways to save money at Christmas.
456 Ways to Save Money on Christmas Throughout the Year Save on food, presents, cards, activities, decorations, holidaying, festivities and entertainment without cutting back on the fun and enjoyment.
and via Amazon UK. (AL).
