This year, Black Friday falls on November 27th, but sales are already in full swing. When information about discounts sounds from every iron, it is not easy to resist even the most persistent. How to resist the temptation to buy another thing, which then turns out to be unnecessary? And is it possible to prepare in advance for the sale holiday, which threatens to turn into a hole in the budget?
Everyone who at least once in his life saw a price tag with three “nines” at the end, somewhere in the depths of his soul understood: this is a trick. The same feeling, to a greater or lesser extent, haunts us during mass sales. During Black Friday, stores receive quarterly revenue, and we get what we deserve.
“Why do I need this blouse? What will I do with this vacuum cleaner? Where to attach this terrible lamp now? Because of the purchases made in the state of “… and then everything is in a fog”, not only money, but also a good mood disappear. Can this process be controlled? And if so, how?
Where are the discounts coming from?
Initially, “Black Friday” was conceived as a promotion for the sale of illiquid goods. Over time, the format of the big sale has changed, but its essence has not changed: stores are still trying to get rid of illiquid assets by all available means.
In general, the ways in which marketers process us are as simple as possible: they all come from the human essence and human fears.
- One of the most proven methods remains the time limit on the purchase: the fear of lost profits, as a rule, outweighs the arguments of reason.
- The so-called discount curves can also confuse us: when the real cost of the goods is not 40% lower, as indicated on the plate, but 20% lower, the buyer will not count anyway.
- Another manipulation is the control of our attention and feelings. In addition to music that sets us in a certain mood, and pleasant, relaxing aromas that encourage shopping, there are tricks that force us to act. This is especially typical for online stores that, in exchange for a discount, require you to subscribe to a newsletter or brand news on social networks.
Everyone get out of the trance
There are not so many factors influencing the behavior of buyers, so psychologists know how to avoid unnecessary spending. Most of us are susceptible to environmental pressures: the more people around us spend, the more we spend ourselves. Promotions such as “Black Friday” form the so-called herd mentality. And it can provoke impulsive purchases and even consumer panic.
Psychophysiologist and existential psychologist Vita Kholmogorova explains: “Man spends most of his life in the waking state, the optimal mode for decision-making, when we are able to think about several things at the same time. But when all the resources of the psyche and body are directed to one task, the brain works differently.
Let’s say that athletes win their brilliant victories precisely in such a state, close to a trance. You can also plunge into it against your will: when, for example, we are overwhelmed by strong emotions, when we are limited in time or are in a rush. These are the three pillars on which Black Friday is based.
The second point is, in fact, the money itself, which in our head is becoming more and more abstract. Paying for a purchase with a bank card makes parting with them somewhat easier, while using cash, on the contrary, does not allow you to relax. Who wants to give their hard-earned money into the wrong hands?
The third factor is the ability to honestly conduct an internal dialogue. Just before buying, it is wise to ask yourself at least one, and preferably several questions at once: “Do I want to buy something? Which product is better than others? Am I able to pay for it?” And go shopping in the morning: in the evening, decisions become less balanced, and purchases become more impulsive.
Be ready! – Always ready!
Nevertheless, it is still possible to prepare in advance for the “Black Friday” calculated on our spontaneity.
“It’s better to start with a shopping list, crossing out in it what you definitely won’t need in the near future, and the budget that you are ready to manage,” advises Vita Kholmogorova. – Thus, another dominant is created, to which you can switch attention from the “alluring” discount on the blouse. It is not for nothing that they say in the East: if you learn to control your attention, you will be able to control your life.
It would also be useful to clarify the timing of the promotion: sales in some stores do not start on Friday, but a few days earlier. Before the main influx of the afflicted, the chances of finding and examining a thing of the right color and size without haste are much higher.
If after the purchase you find that the item did not fit, then it is better not to delay the return. According to the law “On the Protection of Consumer Rights”, money can be returned within two weeks, but not everything is refundable. For example, you will not be able to give back underwear, jewelry, as well as medicines and books.
“Of course, you shouldn’t deny yourself buying things with a 70% discount, but you should do it wisely,” Vita Kholmogorova sums up. Well, it seems that the main quality during sales is not speed at all, but, on the contrary, the ability not to rush anywhere.