As Thanksgiving leftovers are packed away, a new kind of anticipation fills the air. Friends text each other about “doorbusters,” shoppers camp outside malls, and online carts overflow before sunrise. Black Friday feels like a national holiday; it is a celebration of bargains, hustle, and the thrill of saving. But behind the flashing “70% OFF” signs and breathless commercials, there’s a quieter truth that’s harder to spot: many of these so-called “deals” might not be deals at all.
A major investigation by Which? found that 98 percent of Black Friday sales in 2023 were available at the same or even lower prices during other times of the year (Which?). The idea of massive, once-in-a-year discounts is often just clever marketing. Stores hike up prices weeks in advance, then lower them again for the “sale,” making shoppers believe they’re winning when they’re really not. Kaylee Garcia (11) noticed that through her continuous shopping experience that, “I have definitely seen things tagged as marked down when it’s actually the original price. In that sense, I do think that stores try to scam you.” The thrill of “saving big” is carefully designed to keep people hooked, making one chasing a feeling of victory every time they check out.
This isn’t just happening in the U.S. The Competition and Consumer Protection Commission in Ireland caught multiple retailers using misleading tactics, inflating prices before the sale to make markdowns look bigger than they actually were (Competition and Consumer Protection Commission). Their report showed that what looks like generosity from big brands is often pure psychology: bright red “SALE” signs, ticking timers, and the fear of missing out all work together to override common sense. When people feel they’re about to lose something, they act fast—and stores know it.
Online, things get even trickier. Cybersecurity experts at Norton warn that Black Friday is prime time for scams. Fake websites pop up mimicking real retailers, phishing emails promise “exclusive deals,” and thousands of shoppers fall for them every year (Norton). The chaos of the season makes it easier than ever for scammers to slip through the cracks. When the adrenaline of shopping takes over, it’s easy to forget to double-check a website’s URL or realize too late that the “deal” was a trap.
Of course, not every sale is fake. Some older models of electronics, clothes, and household goods really do drop in price. But even then, the atmosphere of frenzy can make buyers forget what they actually need. An analysis by ITMAGINATION found that only one-third of products reached their lowest prices during Black Friday week (ITMAGINATION). The rest? Cheaper before or after. In short, the so-called biggest sale of the year is often a rerun. It is just only dressed up with flashier signs and louder ads.
For high schoolers trying to understand how the world of business and marketing works, Black Friday is more than just a shopping day. It shows how companies use psychology to turn emotion into profit, how scarcity fuels desire, and how a clever ad can convince even smart people to buy things they don’t need. As Lauren Kim (11) illustrates, “Honestly, everyone’s freaking out over ‘huge sales,’ but like, if you stop and think about it, you’re not really saving. You’re just finding a prettier way to spend money.” Every flashing banner and countdown timer is part of a story that says, “You’re missing out.” The truth? You’re probably not.
And yet, there’s something undeniably human about it all. The laughter of friends lined up outside a store, the energy of the crowd, and the joy of unboxing something new—It’s not all manipulation. It’s also about shared experience, excitement, and hope. People don’t just shop for stuff; they shop for moments, for connection, for the feeling of being part of something. That’s what makes Black Friday so powerful as such is both a marketing trick and a mirror showing what people value most.
So, is Black Friday a scam? Not completely. But it’s not the miracle of savings it pretends to be, either. It’s a yearly reminder that in a world filled with flashing deals and countdown clocks, awareness is the real power. The sales may end, the prices may rise again, but one lesson remains clear: in the rush to save money, the smartest move might just be slowing down.
