Black Friday has become a truly massive event - long queues, frantic deal-hunting, and even the occasional tug-of-war over a discounted TV in Asda. But how did Black Friday grow into such a cultural phenomenon, and why are we somehow so susceptible to impulse spending during this annual shopping frenzy?
People are predictable.
If Aliens landed on Earth, and needed to understand some of our consumer-led behaviour, Black Friday would be a great day to arrive. Overall, it is a masterclass in leaning on consumer psychology. To understand why we so often buy things we don’t need, it helps to look at the emotional and cognitive triggers behind impulse spending.
Shopping feels super
Buying something new releases dopamine, a chemical in the brain associated with pleasure and reward. Whether it’s a well-earned treat or a deal too good to resist, shopping offers a feel-good boost.Retail therapy for emotional comfort
When we’re stressed or uncertain, shopping can act as a distraction. This emotional vulnerability, amplified by the “holiday spirit” or national events, makes us particularly susceptible to retail therapy during Black Friday.The thrill of the bargain
Discounts play on our innate desire for value. Even if you hadn’t planned to buy a particular item, the idea of saving money by acting sooner rather than later, is often too tempting to ignore.
UX professionals skilled in their craft, lean on the work of psychologists, anthropologists and numerous behavioural studies over the years, and know that the best predictor of future behaviour is past behaviour. In the context of retail, combining proven UX psychology principles with the thrill-seeking and deal-hunting tendencies of consumers, results in a powerful cocktail – one that often leads to a big uplift in sales.
Eight UX psychology tricks at play on Black Friday
1. Creating a sense of scarcity and urgency
“Only three left in stock!” and ticking countdown timers are not accidental, and often on Black Friday they are turned up to the max in terms of frequency and how they are presented. They exploit our Fear of Missing Out (FOMO), pushing us to act quickly before the opportunity slips away.
Damn you UX designer, making me believe that item “might” actually be almost sold out.
2. Using anchored pricing to highlight value
Displaying an original price alongside a discounted one, primes your brain to view the deal as a bargain. A coat reduced from £199 to £99 feels irresistible, even if it wasn’t on your radar before.
Damn you online shopping website, teasing me to tap into my deal-hunter dopamine hit!!!
3. Attention-grabbing visual and extreme calls to action
It might not look refined and classy, but it works! From bold banners to flashing “Buy Now!” buttons, retailers design their visual interfaces to catch your attention and make purchases seem effortless. If you can’t miss it – you won’t miss it. The simpler and more attractive the layout, the less you question the need to click “Add to Cart.”
Damn UX designers hypnotising me with that shiny-shiny flashing button!!
4. Simplifying the sale
Retailers reduce “friction” at checkout by offering one-click payment options, pre-filled forms, and seamless mobile experiences using the likes of Apple and Google Pay. Now the boom of buy now, pay later options also takes the short-term pain on your bank balance away, as quickly as you can say 64-inch 4k UHD TV – which I admit, isn’t that easy to say quickly.
Damn you iPhone designers for helping me spend £1000+ by doing no more than pressing 3 buttons.
5. The allure of bundling
By grouping complementary products, such as a laptop and its matching accessories, retailers nudge you towards buying more than you originally intended. These bundles are framed as practical, almost essential, and often cheap in comparison to the main sale – but they’re designed to maximise your spend.
Damn you Garmin for making me buy the extra watch strap for my smartwatch, that I don’t need or may never use!
6. It’s all about you (me)
Retailers use personalised recommendations like “Shoppers who bought this also purchased...” this creates a sense of relevance and connection to people like you. By tailoring options to your preferences, over time, retailers subtly encourage additional purchases, making you feel like you should follow shopping trends of others with the same purchase habits.
Damn, I don’t need this, but it sure would be something someone like me probably should have.
7. Gamify the goal
Spin-to-win wheels, familiar on Temu and other low-cost sites, reward points, and progress bars turn shopping into a kind of game. This playful approach (which always seems to result in the best option available) taps into our competitive instincts, and the thrill-seeker behaviours, making spending feel like you’re winning.
Yes. I’ve levelled up!!! But wait, what did I just spend on an LED shower head?
8. Selling the lifestyle
Retailers sell more than items — they often sell a vision of how their products will transform your life. Any clothing retailer will showcase their products in environments and with people who represent an aspirational look and setting. Whether it’s happiness, success, style, or performance, aspirational marketing connects purchases with your personal goals and desires.
It’s like when you see the 30-minute Park runner in racing tights and £280 carbon-plated racing shoes on a Saturday morning. Just no!
The dark side
The reality is, that not all UX strategies are harmless. Some fall into the category of dark patterns — deliberate design choices meant to manipulate you.
Examples include:
Hidden fees: Only revealing extra costs like taxes or international shipping fees at the final checkout stage.
Confusing opt-outs: Making subscription cancellations unnecessarily complex.
False scarcity: Using fake stock alerts to pressure decisions.
While most retailers aim to create a positive shopping experience, it’s important to be vigilant about when persuasion becomes exploitation, and they shift to the dark side.
Final thoughts
Black Friday has been and gone, and you may be buried in a barrage of boxes from your favourite retailers with your bank balance taking a beating. Of course, it is a unique opportunity to snag great deals, but it’s also a day where UX psychology is on full display. Next time you’re online shopping, be mindful of where you see the force of UX psychology at play. And, if you’re a business looking to tap into these consumer habits, get in touch and check out our full suite of UX services.
Happy (and responsible) shopping and Happy Christmas!
User Experience Director
