Jessy James Black Friday may feel like a modern shopping craze, but sales frenzies have long been a British tradition. Remember the 70s news footage of Boxing Day shoppers wrestling over discounted vacuum cleaners? The smirking newsreaders called it chaos, but for many, it was a chance to grab something essential at an affordable price.
Today, Black Friday carries a similar opportunity—especially during a cost-of-living crisis—offering steep discounts on products people need or have been eyeing for months. But navigating the sale season without getting caught in the hype requires strategy, focus, and a touch of skepticism.
Black Friday: A Double-Edged Sword
Covering Black Friday as a journalist can be tricky. You want to genuinely help readers make smart choices, but it’s hard not to feel drowned in pitches from brands eager to turn your guide into free advertising. While many responses from big retailers are just thinly veiled promotions, insights from smaller businesses offered a refreshing perspective.
Take skincare brand Ella & Jo, for example. The founders described Black Friday as both a creative challenge and an opportunity to connect with new audiences via social media. Their approach underscores how even small brands can thrive in a competitive sales environment while staying authentic.
Young shoppers, especially those in Gen Z, seem to have mastered the art of making Black Friday work for them. According to UNiDAYS, this age group (12–27 years old) is expected to spend a whopping £566m across Black Friday and Cyber Monday. These savvy shoppers often use Instagram and TikTok to follow brands they love, scoring the best deals by staying plugged into their favorite retailers’ social feeds. While older generations might view this as unconventional, it’s a clever way to stay ahead in the discount game.
Beware of the Pitfalls
While Black Friday can offer great value, it’s not without its flaws. Some industry insiders admitted to shady practices, such as artificially inflating prices in October to make discounts seem deeper or offloading lower-quality products during the sales.
Overconsumption is another major issue. Sustainability advocates, like Katy Medlock from Back Market, have warned that Black Friday encourages wasteful spending, while Fergus Johnston from Hotpoint emphasized the importance of prioritizing sustainability over impulsive purchases.
Debt is an even bigger concern. Adobe forecasts that UK shoppers will spend nearly £26bn this November and December, with £3.4bn of that relying on buy-now-pay-later loans. While this payment method can be helpful, it’s critical to ask: Can you really afford it? If not, even the steepest discount isn’t worth it.
How to Shop Smarter
The key to surviving Black Friday isn’t to avoid it altogether—it’s to make it work for you. Here’s how:
- Stick to Your List: Only buy items you’ve already planned to purchase. Discounts are only savings if you were going to buy the product anyway.
- Do Your Research: Check prices before Black Friday to ensure the deal is genuine. Tools like price trackers can help you spot inflated discounts.
- Shop Strategically: Follow your favorite brands on social media for early access to sales and exclusive deals.
- Think Sustainability: Look for quality items that will last and avoid the temptation of disposable or unnecessary products.
- Avoid Impulse Buys: Resist the urge to buy just because something is “on sale.”
- Stay Within Budget: If you use buy-now-pay-later, plan repayments carefully to avoid financial strain.
Black Friday isn’t inherently bad—it’s what you make of it. Approach it with a clear strategy, and you’ll not only save money but also avoid falling into the common traps of waste and regret. After all, the best deals are the ones that truly add value to your life.
