Black Friday Psychology

Black Friday. It’s worth $59B in sales this year, if you believe the projections. More importantly, it’s a financial and cultural reference point, the day when the Holiday Shopping Season officially starts.

But Black Friday is really a state of mind.

The psychology of the day is what matters most, as the excitement and crowds fueled by a small number of loss leaders gets people to spend far more than they otherwise should on other not-so-great deals in the stores. That’s how shoppers are manipulated by a system that sees them as nothing more than pawns to be used up on a game where the take on one day is really just a way of keeping score.

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