As Black Friday (28 November) and Cyber Monday (1 December) approach, our phones and inboxes explode with messages shouting “Up to 90% OFF!” or “Only two left - hurry before it’s gone!” Apps like Temu, Shein and many others use these kinds of messages every day - but they become especially aggressive on big sale weekends.

It’s easy to believe these deals are all about helping shoppers save money. In reality, they are carefully designed to make us spend more. Behind every flashing banner and countdown clock is a good understanding of how the human mind works and how to trigger our emotions.

The science behind the “good deal” feeling

When we see a big discount, our brains release a chemical called dopamine. This is the same “feel-good” chemical that is linked to excitement and pleasure. The thought of saving money gives us a short burst of happiness - it feels like a win.

But that feeling can be misleading. The truth is, we often buy things we didn’t plan to buy just because they seem cheaper. The brain tends to focus on saving rather than spending. If you weren’t planning to buy it before the sale, you’re not saving - you’re spending more.

Another trick is called anchoring – when shops display a high “original” price alongside a significantly lower sale price. Seeing “Was R999, now R499” makes the lower number look like a huge bargain. However, many retailers inflate the “original” price to make the discount appear larger than it actually is.

Why we fall for it

Humans hate missing out. Marketers use what psychologists call the principles of scarcity and urgency to create a fear of missing out. When a website flashes “Only 3 left!” or “Sale ends in 10 minutes”, we panic that we’ll lose the opportunity. That feeling often makes us act before we think.

Apps like Temu and Shein are masters at this. They turn shopping into a game – you spin wheels for rewards, collect coins or earn “limited-time” coupons that expire in hours. You may even see messages saying “500 people bought this today”. It feels exciting, but it’s meant to keep you glued to the screen, encouraging you to add more to your cart.

The truth is simple: the longer you stay on these apps, the more likely you are to buy. And when spending feels like playing a game, it’s easy to lose track of what you’re actually spending.

The real cost of “saving”

Many people use credit cards or “buy now, pay later” options to take advantage of these sales. While it may seem manageable at first, this habit can quickly lead to debt. A few small purchases can add up, and interest charges or late payment fees can turn a “bargain” into a financial burden that lasts long after the sale is over.

Retailers plan these events to encourage impulse buying - not to help you stretch your budget. It’s important to remember that spending money you don’t have isn’t saving, no matter how good the discount looks.

How to outsmart the sales

You can enjoy Black Friday and Cyber Monday without falling into the trap. Here are some practical ways to stay in control:

1. Start with your needs, not the ads. Before you open an app or website, make a list of what you truly need - for example, a new pair of shoes or a kitchen appliance you’ve been saving for.
2. Then look for deals that match your list. If it’s not on your list, it’s not a deal for you. Don’t let the discounts create new “needs”.
3. Set a spending limit. Determine how much you can afford to spend and stick to that amount. Seeing the number in writing helps you stay disciplined.
4. Wait before you buy. Take some time to decide. Most of the time, the excitement will fade and you’ll realise you don’t really need the item.
5. Compare prices. Check the item you need early on to determine its average cost under normal circumstances. Some stores quietly raise prices before “discounting” them.
6. Use cash or debit, not credit. If you can’t pay for it now, it’s not a bargain.
7. Avoid shopping for fun. These apps are designed to entertain you, not to help you save.
8. Be careful of links to shopping sites through platforms such as Instagram and Facebook. They are often scam sites that take your money through a platform that appears legitimate, but without any items ever being delivered.

Black Friday and Cyber Monday can offer real savings for those who plan and budget carefully. But for many people, they lead to regret, clutter or unnecessary debt. The excitement of a “great deal” can cloud your judgement and cause you to overlook your broader financial objectives.

The best way to save this shopping season is not by chasing every sale, but by spending with purpose. Buy what you truly need, ignore the fake urgency and remember that peace of mind is worth more than any discount.

So before you click “Buy now”, take a deep breath and make sure the deal is really a deal for you.

Disclaimer: The opinions expressed in this article are solely those of the author and do not necessarily reflect the views of the University of Pretoria.