Have you ever snagged a Black Friday deal, only to question later if it was something you truly needed—or even a good deal after all? Retailers are experts at crafting offers that seem too good to miss, using tactics designed to pull you in and keep you spending.
As an advertising professional and personal finance expert advocating for smart spending, I’m sharing six Black Friday retail tricks that nudge you toward spending more—and tips to help you stay in control this Black Friday.
6 tactics retailers use to get you spending on Black Friday
1. It’s Black November, not just Black Friday
Black Friday has shifted from a one-day event to nearly a month-long sales extravaganza. Many retailers now kick off their Black Friday deals at the start of November, building a steady stream of “early access” discounts and flash sales that draw you in.
By extending these sales throughout November, they create a heightened sense of urgency and anticipation, making it feel as if there’s no time to wait if you want to score the best deals.
The constant wave of discounts can make you feel pressured to buy sooner rather than later. Whether it’s emails flooding your inbox, social media ads, or countdowns on retail websites, these Black Friday retail tricks are designed to keep Black Friday on your mind all month long.
The goal? To trigger FOMO (Fear of Missing Out) — making you feel that if you don’t act now, you’ll miss out on the best bargains.
TOP TIP: Don’t rush and let FOMO get the best of you. If something grabs your attention early in November, give yourself a few days to think it over—you may realise it’s just the hype talking. If you have planned purchases or are looking for Christmas gifts, Black Friday can be a good time to buy, but go in with a list. This way, you’ll stay focused and avoid getting swept up in the impulse to buy things you hadn’t planned on.
2. Inflated prices before Black Friday
Another sneaky Black Friday retail trick especially online retailers use is quietly raising prices in the weeks leading up to Black Friday. When the event rolls around, they drop the price back down, creating the illusion of a substantial discount. Even though, in reality, the “deal” may just be the regular price or only a slight reduction.
This approach plays into the psychology of bargain hunting, where we’re naturally drawn to anything labeled as a “discount,” often assuming it must be a good deal without verifying the original price.
TOP TIP: Don’t let inflated prices trick you! Use a money-saving browser extension like CamelCamelCamel or Honey, which tracks price history on sites like Amazon and shows the product’s actual cost trend over time. These tools reveal if the item’s price was reduced or is just part of a sales tactic. This way, you can confirm if a discount is genuine or simply a trick to make the deal look better than it is.
3. Personalised ads based on your shopping history
Ever noticed ads following you around for items you recently browsed? This isn’t a coincidence; retailers track your shopping habits through cookies and other data tools, allowing them to deliver personalised ads that keep tempting you with products you’ve already shown interest in. This strategy plays on the idea that repeated exposure increases the likelihood you’ll buy something, as seeing an item multiple times can make it feel more desirable.
Retailers can even tailor these ads to your preferences, showing you discounts or exclusive offers on items similar to ones you’ve browsed, which can make them even harder to resist.
If you leave something in your online basket, you might receive a targeted email offering a discount or gentle reminder to complete your purchase—often accompanied by messaging that emphasises limited availability or the risk of missing out.
TOP TIP: Turn this tactic to your advantage! If you’re interested in an item but not in a rush, try leaving it in your basket without checking out. Many retailers will follow up with a discount code or offer to encourage you to complete the purchase. This way, you might save a few extra pounds while ensuring it’s something you really want.
4. Flash sales and countdown timers
Retailers love to use flash sales and countdown timers to create a sense of urgency, making it feel like a deal is slipping away by the second. These tactics tap into our response to scarcity, creating pressure to buy quickly before “time runs out.” The ticking countdown, whether for a limited-time offer or an item held in your cart, can make you act fast without fully considering if the purchase is necessary.
TOP TIP: Don’t let the timer rush you. Add the item to your cart and give yourself a few moments to think it over. Stepping back for even a minute can help you avoid buying things you don’t truly need just because the clock is ticking.
5. Loss leaders
A loss leader is a pricing strategy where retailers offer select products at a loss to attract customers into their stores or onto their websites. They bank on the fact that shoppers will purchase other items at regular prices.
While these jaw-dropping discounts can be genuine, they often apply to very limited stock. Once these highly discounted items sell out, retailers may attempt to upsell you on similar products or alternatives that aren’t as heavily discounted but still encourage you to keep shopping.
TOP TIP: No matter how great the deal seems, ask yourself if you truly need the item. A deal isn’t really a deal if it’s not something you genuinely want or need, and you’ll end up spending money unnecessarily.
6. Black Friday scams
Unfortunately, the excitement of Black Friday also attracts fraudsters looking to exploit unsuspecting shoppers. Last year, shoppers lost over £10 million to cyber criminals during the festive shopping period, with those aged 25-34 being the most likely victims.
TOP TIP: Stick to reputable stores and well-known brands. If a deal seems too good to be true, it probably is. Always check website addresses for security (look for “https” in the URL) and research unfamiliar retailers to verify their legitimacy. Paying securely with a credit card or trusted payment platform can also help protect your financial information. Taking these precautions can safeguard you against fraud while you shop for genuine deals.
Conclusion
From tempting discounts to limited-time offers, retailers use clever tactics to encourage buying. Knowing these Black Friday retail tricks can help you shop smarter and avoid unnecessary spending.
Before you purchase, pause and consider if it’s something you truly need. By staying mindful, you can enjoy real savings without overspending, making your Black Friday shopping both savvy and satisfying.
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