If you use social media, shop at the mall, or go anywhere toward the end of November, you’ve probably had Black Friday ads thrown in your face.

But what is Black Friday? Is it a simple widespread sale? Or is there something deeper beneath the surface?

Originating in the 1950s, the term Black Friday was first used by police in Philadelphia and Rochester to describe the heavy traffic and congested streets in November, after the Thanksgiving rush. 

Since then, Black Friday has turned into almost a month-long push of ad campaigns and sales, encouraging consumers to pull out their wallet and spend, spend, spend. 

To get a better understanding of what Black Friday looks like in action, I meet up with Kylee Gatton, a second-year student at Vancouver Island University (VIU) with ambitions to pursue social work and sociology.

She has worked in retail for a little over four years and is now an assistant manager in the customer service industry. 

Gatton notes how Black Friday marketing leads customers to panic buy due to the pressure of limited-time sales. “We do get people calling in about products all the time, asking why don’t we have any left and when will we get more,” Gatton says.

She remembers a specific item called RoC cream intended to tighten and firm the skin. This product was popular online during December 2025, causing customers to overconsume.

“People would buy them in lots; there was no scarcity of this item, in fact we get shipments twice a week, but that didn’t stop customers from coming in and checking our inventory.”

Gatton says she frequently had customers at checkout saying things like, “I only came here for one thing!” or “I didn’t expect to buy so much.”

“Everything is specifically placed to optimize sales. I also notice that people who come in with lists tend to avoid these pointed sales,” Gatton says.

“I highly recommend people only buy what they need. Come shopping with a plan and be comfortable saying no to potential pushy salespeople!”

From a digital perspective, Gatton shares that media has a massive impact on what customers buy, especially social media influencers in the beauty industry.

“Makeup routines, trends, and sponsored posts really push consumers to buy whatever’s popular or what products brands want to push. Being someone who consumes popular media like this, it’s really interesting to look at what caused this spike in sales for a particular product and how long it lasts.”

When looking at the behavioural aspects of algorithms and marketing tactics, understanding what goes on behind the scenes through a psychological lens can help us understand how these elements work. 

Joanna Hesketh is a faculty member in the Marketing Department at Vancouver Island University (VIU). She teaches digital behaviour and provides literacy workshops on AI, data, and privacy.

Hesketh shares that advertising uses data and analytics to influence consumer behaviour by creating a sense of lacking.

“Black Friday drives purchase behaviours with behaviour change techniques originally developed in psychology for health and well-being, like positive reinforcement and feedback or habit formation through repetition,” Hesketh says. 

“Manufactured scarcity triggers FOMO (fear of missing out) because it’s framed as ‘rare’ and ‘only happens once a year,’ even though these sales happen all the time.”

Social media adds another layer of pressure. 

According to Hesketh, predatory algorithms use predictive analytics to target consumers when they are most vulnerable, creating more opportunity for monetization.

Our phones feed us exactly what will have the largest impact at exactly the right time. 

“We need enough food to be healthy, enough love to feel connected, a bed to sleep in, a safe place to live and learn, and something that gives us purpose. Everything else is a want,” she says. 

Everything we have that is more than what we need is likely at the expense of others. We may never see or know the cost but that doesn’t mean it isn’t there.”

Hesketh explains that the constant state of wanting more, especially with these targeted ads, is the reality we live in, and a reality we created.

“When many within the system are given the opportunity to have more, there is almost a sense of obligation to do so.”

Hesketh says Black Friday advertising is manipulative and unethical, but no more than what many companies do year-round.

This day of pressurized shopping is part of a larger culture that pressures consumers to buy more, often at the expense of others.

Instead of being influenced to shop, we can practice mindful consumption by buying only what we need and saying no to elements that push for more.

Supporting small businesses, thrifting, or repairing items we already own are all great ways to decrease overconsumption. 

Lasting change requires holding corporations accountable and having open conversations about the manipulations we overlook every day.

Educate yourself on what products and companies you are supporting, and ask yourself first if it’s something you need, or something you were compelled to need.

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