The motivation to shop on Black Friday is about psychology of spending. Here are a few reasons:
1) When everyone is out getting bargains, it triggers FOMO (the fear of missing out)
2) Time pressure (time-limited offers) drives us into buying something we don’t need
3) To know we got a better deal than someone else boosts our ego
4) For some people, Black Friday has become a ritual
Retailers are using increasingly sophisticated psychological techniques to get shoppers stay longer, spend more and pick up products they didn't intend to purchase. As shopping has shifted more from retail to digital, companies design different psychological strategies but still aim for the same goal: to break down our critical thinking to appeal to our impulsive reactions. One strategy is the Gruen Effect which makes shoppers fall into a slightly confused state and become more susceptible to advertising, promotion and persuasion.