How to outsmart the sales this Black Friday

AS BLACK Friday (November 28) and Cyber Monday (December 1) 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.

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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 feeling

When we see a big discount, our brains release a chemical called dopamine. This is the same “feelgood” 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