"From a consumer psychology standpoint, events like Black Friday not only invoke the Fear of Missing Out (FOMO), prompting immediate purchases, but they also play into the perception of gaining something for relatively less. This perception often sways buyers, leading them to make purchases they might have planned anyway, especially during occasions like the holiday season or gift-giving periods.


Retailers strategically aim not just to drive demand and revenue but also to encourage multiple purchases by capitalizing on consumers' 'while-I'm-here' mindset, both online and in physical stores. There is also a "tribal" element to Back Friday as something that creeps into the social conscience this time every year.

However, the landscape is multifaceted. Despite attention-grabbing discounts, many retailers are cautious to be seen as relevant, but to avoid deep discounting and deep margin erosion - especially given the intensely challenging competitive retail and economic environment.

It's crucial for retailers to strike a balance. While headline discounts are appealing, retailers must avoid pervasive deep discounting, to avoid negative brand perceptions and customer confusion about the true value of products. Over-reliance on frequent discounting can lead customers to delay purchases, stockpile or anticipating further markdowns or sales, which is counterproductive.

Regular and excessive discounting doesn't bode well for retailers as it muddles the perceived value of their offerings. However, in a competitive landscape, the pressure to participate in widespread discounting arises when others within the industry engage in such practices, creating a 'follow the trend' scenario.

Observing the aftermath of these promotions will be intriguing, as it will unveil the extent to which customer demand was truly stimulated, and whether retailers were able to strike a balance between enticing sales and maintaining their brand's value proposition (and overall margins) without succumbing to perpetual deep discounts."