NEW YORK — As Black Friday approaches, consumer experts are urging shoppers to employ strategic purchasing tactics, including buying everyday essentials like toilet paper and keeping receipts, to navigate what they describe as a "minefield" of misleading discounts and impulse-buying traps .

The annual shopping event, which kicks off the holiday season on Nov. 26 this year, generates approximately $9.8 billion in online sales alone in the United States . However, research from consumer watchdog Which? reveals that a significant percentage of Black Friday "deals" are actually available for the same price or cheaper at other times of the year .

The Psychology of Black Friday Spending

Black Friday creates a perfect storm of psychological triggers that can lead to overspending. The limited-time nature of deals, coupled with social proof from other shoppers and the fear of missing out (FOMO), drives consumers to make quick purchasing decisions they often later regret .

"Retailers are masters at creating shopping environments where rational thinking goes out the window," says Dr. Elizabeth Styles, a consumer psychologist at Cornell University. "The illusion of scarcity, the excitement of the hunt, and the social validation of seeing others purchase all contribute to impulse buys that may not represent genuine value" .

Consumer analysts note that the "doorbuster" deals that originally defined Black Friday have largely shifted online, but the psychological pressure to buy quickly remains intense. Shoppers report an average planned spend of $483 during the Black Friday weekend, though many exceed this budget .

Research Reveals Widespread Fake Discounts

A comprehensive analysis of 219 Black Friday deals from last year found that nearly nine in 10 were available for the same price or cheaper in the six months before the sales event . The investigation monitored prices across major retailers including Amazon, Currys, and John Lewis for popular tech, home, and personal care products throughout 2024 .

Which? identified particularly problematic pricing strategies around technology products. Some televisions were advertised with reference prices that exaggerated the true discount, while other products saw prices artificially inflated in the weeks leading up to Black Friday to make the eventual "discount" appear more substantial .

"Not all Black Friday deals are bad, but our research shows that many offers are not as exclusive as they may seem," says Reena Sewraz, a shopping expert at Which?. "Shoppers should be particularly wary of products they haven't researched beforehand, as these are where the worst fake discounts tend to appear" .

Practical Strategies for Smart Shopping

Consumer advocates recommend several concrete strategies for maximizing genuine savings while avoiding purchasing pitfalls during Black Friday:

1. Keep All Receipts and Check Return Policies

Retailers are required to provide a receipt for all transactions, and keeping these documents is crucial for price matching and returns. Many stores offer price protection policies that allow shoppers to claim refunds if prices drop further during a specified period after purchase . Extended holiday return windows typically begin in mid-November, but policies vary significantly between retailers .

2. Research Prices in Advance

Using price tracking tools like CamelCamelCamel for Amazon products or Honey's price history feature can reveal whether current "deals" represent genuine savings. For other retailers, manually checking prices several weeks before Black Friday provides a valuable baseline for comparison .

3. Create a Targeted Shopping List

"Start with what you actually need rather than browsing for inspiration," advises financial planner Michael Anderson. "Black Friday is an excellent opportunity to purchase specific big-ticket items you've researched, but a terrible time for aimless browsing that leads to regretful purchases" .

4. Stock Up on Everyday Essentials

Non-perishable household staples like toilet paper, cleaning supplies, and pantry items often see genuine discounts during Black Friday. These practical purchases provide real value regardless of other shopping decisions and can help offset holiday budget pressures .

Navigating Retailer Pricing Tactics

Industry analysts identify several common pricing strategies that shoppers should recognize:

Anchor Pricing: Retailers may display a "was" price next to the current sale price, even if the product rarely sold at the higher price. This creates the illusion of a steeper discount than actually exists .

Time-Limited Countdowns: Many websites feature countdown timers suggesting deals will disappear, though the same offers often reappear throughout the weekend or during Cyber Monday .

Limited Quantity Notices: Messages like "only 3 left at this price" create urgency, though stock levels may be manipulated to encourage faster purchasing decisions .

The Consumer Financial Protection Bureau advises shoppers to focus on the actual price rather than the perceived discount percentage. "A 70% discount on an item that was artificially inflated last week is no bargain," a bureau spokesperson notes .

The Rise of Social Commerce

This year marks a significant expansion of shopping directly through social media platforms. TikTok Shop, Instagram Shopping, and Facebook Marketplace are aggressively competing for Black Friday dollars, with integrated checkout features that reduce friction between discovering products and completing purchases .

"The danger with social commerce is that purchasing becomes even more impulsive," warns retail analyst Jessica Lee. "You're watching engaging video content one moment and have bought a product the next, often without any price comparison or research" .

Shoppers should be particularly cautious about unfamiliar brands advertising exclusively through social media, where return policies may be less consumer-friendly than with established retailers .

Financial Planning for the Holiday Season

Financial advisors recommend setting a firm budget before Black Friday shopping begins. "The term 'saving money' becomes meaningless if you're spending on items you wouldn't have purchased otherwise," says Sarah Thompson of the National Financial Education Foundation .

Consumers should track their spending in real-time during the sales weekend and avoid relying on credit for purchases they cannot pay off immediately. With interest rates on credit cards at historic highs, financing Black Friday purchases can quickly eliminate any initial savings .

Looking beyond Black Friday, price tracking data suggests that some categories, particularly winter clothing, home goods, and certain electronics, often see deeper discounts in the weeks immediately preceding Christmas as retailers clear inventory .