Black Friday: Dive In or Dodge It?

Why the criticism?

Criticism of Black Friday mainly targets overconsumption: we already have too many possessions. If everyone lived like the average Dutch person, we would need four Earths to extract all the resources required to produce and transport all the goods we collectively purchase. Black Friday encourages the purchase of many new products – most of which we don’t really need or have never felt a need for before. In 2024, 28% of all Dutch consumers bought new items during Black Friday.

Why do we still get carried away?

Marketing teams have ample opportunity to deploy highly effective techniques, often based on behavioral psychology:

• The most influential principle is the feeling of scarcity, often triggered by the perception of limited supply (even if it isn’t actually limited).
• Everyone has seen the images of crowds scrambling for a single TV. This competitive behavior enhances perceived value: the excitement and thrill make the purchase itself more appealing.
• Consumers often buy out of fear of missing out, driven by pressure when others around them are also shopping.

In recent years, Black Friday has increasingly relied on e-commerce and social media, creating new ways to influence consumers. Personalized marketing, based on available data, amplifies the sense that a product is essential and encourages impulse purchases. Additionally, digital platforms make it easy to adjust prices dynamically, sometimes leading to misleading discounts.

From marketing to deception

Two scenarios make Black Friday even more undesirable, and unfortunately, they often occur together:

1. Customers buy things they wouldn’t normally purchase because they don’t actually need them.
2. Customers think they are getting a good deal, but are in fact being misled.

While unnecessary purchases are wasteful for both the planet and wallets, deception is even more serious. The Dutch Authority for Consumers and Markets (ACM) has indicated that many Black Friday discounts are misleading, particularly due to incorrect “original prices.”

Embedding behavioural design in your communication

If your brand wants to project sustainability, dare to resist Black Friday. A strong example is Dille & Kamille, which closes all stores on Green Friday and instead promotes sustainability through a Plant Service and free seeds.

If you’re a retailer who isn’t ready to close your stores or fully oppose Black Friday, make sure to approach it responsibly:

• Transparency: Don’t mislead customers with fake deadlines or artificial scarcity. Follow ACM rules and common sense. Avoid false price representations or discounts that deceive consumers.
• Ethical considerations: Emphasize genuine value and respect for vulnerable groups. Highlight only real benefits and sell products that consumers actually need. Especially for groups requiring extra protection, such as children, avoid marketing tactics that lead to regret or financial stress – particularly when affordability is already under pressure.
• Brand trust: Misusing marketing harms your reputation in the long term. Failing to follow consumer protection guidelines (like those from the ACM) further undermines your image as an honest, sustainable, and responsible brand.
• Sustainable positioning: Black Friday can strongly influence brand perception. Choosing whether (or how) to participate determines how sustainable and responsible your brand is seen. Some stores, like outdoor retailer Bever, offer repairs on Black Friday, while others highlight their sustainable product lines.

Source

• NOS: https://nos.nl/artikel/2591200-nog-altijd-veel-misleidende-reclames-in-aanloop-naar-black-friday
• Emerce: https://www.emerce.nl/wire/meerderheid-consumenten-vindt-dat-black-friday-helemaal-afgeschaft-moet-worden
• Guerra, A. A. C., dos Santos, A. C. A., de Abreu, N. R., & Fouto, N. M. M. D. (2023). Shopping habit formation by consumers on Black Friday.