Black Friday is here: warning of abuses and abuses

Black Friday has become a global consumer event, marking one of the most intense moments of the year for shoppers. Retailers compete with tempting offers, spectacular discounts and limited-time promotions. However, this commercial frenzy is not without its abuses. Behind the discount labels often lie marketing practices that encourage excessive spending. This article explores the abuses of Black Friday and offers advice on how to keep a cool head in the face of this avalanche of offers.

1. False discounts": when starting prices are inflated

One of the most deceptive practices of Black Friday is that of "fake discounts". Some retailers discreetly raise their prices before the promotional period, only to post discounts that look spectacular but don't represent any real savings. A study by the UFC-Que Choisir association revealed that nearly 30% of promotions observed during Black Friday offer no real reduction compared with prices charged a few months before.

To avoid this pitfall, there are online tools that allow you to see the evolution of a product's price over time. Here are a few examples, CamelCamelCamel and Keepa display the price history of items on platforms such as Amazon. These tools can help you check whether a discount is really advantageous or based on a previous price increase.

2. Black Friday: a way to sell off obsolete products

For many retailers, Black Friday is also the perfect opportunity to get rid of their stock of unsold, out-of-fashion or discontinued products. These items, which clutter up warehouses throughout the year, are offered at substantial discounts under the label of "bargains". Under the effect of the discount, consumers may be encouraged to buy products that would otherwise have remained on the shelves.

This liquidation strategy is often used in electronics and household appliances, where the release of new models quickly renders previous products obsolete. For example, a smartphone from last year, with lower performance and a shorter lifespan, can be promoted as an exceptional offer. However, this purchase is not always advantageous in the long term, as the lifespan or compatibility of these items may be limited. It is therefore important to check the release date of products and assess their relevance to avoid purchases motivated solely by the discount.

3. Advertising hype and buying pressure

From November onwards, Black Friday ads invade social networks, websites and even online games, targeting young consumers in particular. This marketing bombardment is designed to create a sense of urgency, reinforcing the "fear of missing out" (FOMO) and encouraging consumers to buy quickly.

Time-limited promotions, "last chance" offers and limited stock messages are just some of the techniques used to encourage impulse buying. According to a study conducted by Statista, 60% of young consumers say they have already felt the pressure to buy as a result of flash offers. It's vital to teach young people to resist this pressure and take the time to think about the real purpose of their purchases.

4. Small expenses that add up: the low-price trap

Black Friday is full of bargain-priced items: gadgets, accessories, clothing and more. These products, often under €20, give the illusion of a bargain without breaking the bank. However, these small purchases quickly add up and can lead to "discreet over-consumption". Young people, attracted by these affordable items, are often the first to multiply small purchases without assessing the impact on their budget.

One of the pitfalls of Black Friday is that initially modest purchases can turn into larger-than-expected overall expenditures. Encouraging young people to write down each purchase and monitor their spending can help them realize the cumulative effect of these small expenditures.

Tips to avoid pitfalls and stay in control of your purchases

To avoid the excesses of Black Friday, here are a few practical tips:

1. Set a budget: Before you start shopping, it's essential to define a maximum amount you don't want to exceed. This limit helps you stay in control and avoid compulsive buying.
2. Distinguish between needs and wants: By drawing up a list of products you really need before Black Friday, it becomes easier to resist impulse buying and not be swayed by promotions.
3. Check price history: Use price comparison or analysis tools such as CamelCamelCamel or Keepa to ensure that the discount displayed is really worthwhile.
4. Don't give in to "limited stock" pressure: "Last chance" messages are often marketing strategies. Taking the time to think before you buy is essential to avoid bad decisions.
5. Focus on quality products and reliable brands: Choosing sustainable products, even if they are a little more expensive, saves you money in the long term and reduces unnecessary purchases.

‍