27 November 2025

Black Friday in South Africa lands on Friday 28 November 2025. The marketing says “biggest savings of the year”!

Today's Money Spark - Black Friday Fever!

Black Friday can create a psychological pressure cooker that has the potential to explode your wallet. Everything about it is designed to override your calm, rational brain. “Only 3 left!” “Offer ends in 02:14:57!” “Don’t miss out!” These messages are crafted to make you feel you’ll lose something if you don’t click now.

Salem Nyati, a consumer financial specialist from Momentum Group, describes Black Friday as "a masterclass in consumer psychology designed to trigger immediate gratification and override rational decision-making (source)"

The psychology at play

Two powerful forces are being used against you:

1. Scarcity (Fear of Missing Out)

When we believe something is in short supply, we give it more value. It doesn’t matter if we wanted it ten minutes ago or not.

2. Urgency (Time Pressure)

Add a countdown clock, and suddenly there’s no time to think clearly. Your prefrontal cortex (the calm decision-maker) goes quiet, and your emotional brain takes the wheel.

In that state, you’re more likely to spend money on things that weren’t even on your radar an hour ago. Which is exactly what retailers want.

This is how Black Friday moves from “clever savings” to regret in January.

Black Friday only works for you if you wake up with a PLAN

Without a plan it's YOU 0: Black Friday 1

1. Make a "YES ONLY THIS" list

Things you have saved up to buy. And check the prices historically, because the Black Friday Monster artificially elevates prices on the day and then, uhem, "slashes" them on the day. Do not be tempted by any of the other sparkly, pop-up deals which will crowd your online feeds. Be strong. Be focused.

2. Channel "2026 Me"

Whatever you are tempted to buy, channel your January 2026 Self. This self will be facing the reality of her Christmas excesses and the horrors of Januworry. Do you want to add to her pain now already? Really? Make your Future Self proud and make wise decisions.

You work hard for your money, don't let the Black Friday Monster gobble it up.

"A fool and (her) money are soon parted" - Thomas Tusser

Sorry to be such a party-pooper but I really hate Black Friday.