Black Friday: Why Consumers Go Coo Coo For Discounts

The Friday after Thanksgiving is the day of the consumer or Black Friday. On this day discount craving consumers wait in lines as early as 3:00 am and pack themselves into malls like cattle. This mass day of consumerism has been a tradition since 1932. Originally, Black Friday would start at 6:00 am, but larger stores such as Best Buy, Kohl's, and Macy's have started earlier and earlier each year. Now some Black Friday deals even start at 5:00 pm on Thanksgiving day, challenging the essence of Black Friday. 

In 2015 74.2 million United States consumers participated in Black Friday, spending $625.1 billion. Thanksgiving is a holiday that encourages people to reflect on what they are thankful for in life. You would think this self reflection would inspire gratitude and content with one's life. Instead of feeling content the day after Thanksgiving, millions of Americans storm shopping centers consuming more and more products. What is it about Black Friday that turns Americans into enthusiast shoppers this one day a year? 

dealnews.com offers eight explanations for why consumers go crazy for shopping on this one day a year.

1. Getting a Deal Feels Good. Discounts feel like a reward for all the planning, waiting, and patience needed to shop on Black Friday. There is a sense of satisfaction when receiving a discount. Consumers crave this satisfaction often on Black Friday.

2. Limited Time Sales Create A Sense of Urgency

Limited quantities and limited time encourages consumers to act fast if they want the satisfaction the discount provides. It's this sense of urgency that pulls many Americans out of bed at 3:00 am to get in line outside their favorite retailer. 

3. Doorbusters & Limited Items Make One Feel Superior

Receiving a doorbuster or limited item that only a few shoppers receive makes one feel special and that their efforts are validated. Consumers who receive the doorbuster also feel superior to other shoppers who showed up to late. It's a prize for being the most dedicated and sleep deprived. 

4. Buying Something Justifies The Time Commitment

For many Americans, Black Friday is a full day event. So much time goes into planning and waiting that consumers feel like they have to buy something no matter what. By purchasing an item, consumers feel that the time they invested into this endeavor is not validated. Its also this feeling of validation that encourages consumers to purchase more than they originally set out to buy. 

5. Deal Teasers and Previews Build Anticipation

Black Friday deals are advertised weeks before the actual day. The hype around Black Friday turns this weekday into an event that is highly anticipated each year.

6. Black Friday Is A Tradition

This day of consumerism marks the beginning of the Christmas shopping season and has become a tradition for many families. Families turn Black Friday into a memorable family activity, rather than a free for all shopping day. 

7. Planning Ahead Increases Expectations

The shoppers who put the most time into planning their shopping strategy tend to have high expectations for the day. High expectations bring shoppers out on Black Friday, but the ones who have invested the most time into planning tend be the most stressed out and sensitive when things get in the way of their shopping plan.

8. Good Deals Even Appeal To Shopping Humbugs 

The discounts, anticipation, and sense of urgency around Black Friday even bring out those individuals who dislike shopping in general. This contributes to the large amount of people who participate in Black Friday.

Black Friday is a day that celebrates consumerism. Americans love a good deal and are willing to put up with early hours, long lines, and crowds of people to get them. Black Friday is more than one big shopping day, it's a day full of tradition, satisfaction, and validating oneself.