Black Friday, compulsive desire on sale
It is not just a day of discounts, but a reflection of our consumption dynamics. A psychological and branding battlefield.
Marianieves Tejeda
We are days away from the famous Black Friday, so it is worth pausing for a second to reflect on this tradition that has the almost magical ability to turn a simple desire into an absolute urgency.
These are almost always accompanied by a -40 percent, a number that is not a coincidence. It is high enough to surprise us with a great opportunity, but not high enough to affect the brand’s profits.
Everything is designed so we feel the impulse that leads us to click that button and obtain an item that, let’s be honest, we often don’t need. This reinforces the current tension between buying cheap vs. buying well.
What happens to quality in a discount system? Here is where fast fashion comes in, with brands producing special collections just for these dates, with different qualities, intended exclusively to sell fast.
These are garments that do not go through campaigns, editorial publications, or formal launches; they simply appear a few days before Black Friday, ready to be bought.
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