Why So Many Enjoy the Black Friday Frenzy

CLEVELAND - Black Friday has arrived!

If you find yourself buying stuff you really don’t need, you’re not alone.

Many people get tempted by all the deals and discounts.

But why is that?

“Our brains love a bargain. It lights up the reward center of the brain that regulates our sense of pleasure. It's the same part of the brain that lights up when we eat chocolate, win a game, and get social media likes. It creates a sense of excitement and sometimes addiction,” explained Susan Albers, PsyD, psychologist at Cleveland Clinic.

Dr. Albers said sales tap into our emotions, meaning it’s often more about chasing the feeling of buying something versus actually needing it. 

Shopping can also serve as a distraction from boredom, anxiety and stress.

So, how can you stop making impulsive purchases?

Dr. Albers recommends implementing a waiting period.

For example, if you add something to your shopping cart online, step away from your phone or computer and think about whether you need it.

A shopping buddy can also help.

They can offer input on whether the item is really worth it. 

And finally, evaluate your mood. 

“Are you hungry, angry, tired, or lonely? These emotions increase your vulnerability to impulse shopping. Being well-fed and rested decreases your tendency to buy on impulse and emotion,” she said.

Dr. Albers said if you don’t plan to take part in Black Friday, you could still go shopping – at home.

Consider going through all your clothes to see what you haven’t worn in a while.

You could also donate items you no longer wear.