The FOMO Effect: Why Black Friday Makes You Feel Anxious and Pressured to Buy
“This deal ends in 2 hours.” “Only 3 left.” “Don’t miss out.”
Feeling pressured to buy during Black Friday is incredibly common. The psychology behind the season is designed to trigger urgency, comparison, and emotional decision-making. When you understand how these triggers work, it becomes much easier to stay calm, shop intentionally, and protect your mental health.
Why Black Friday FOMO hits so hard
Scarcity creates urgency
Many Black Friday banners show messages like “Only 3 left” or “Ends in 2 hours.” These cues activate the brain’s loss-aversion wiring, which causes people to act quickly. The American Psychological Association highlights how scarcity increases desire and speeds up decision-making.
Social comparison intensifies pressure
During Black Friday weekend, social media becomes a stream of haul videos, unboxings, and “best deal” clips. Because of this constant exposure, shoppers often feel like they are falling behind or missing out. APA’s interview with consumer psychologist Kit Yarrow, PhD, explains how social proof shapes buying behavior.
Decision fatigue reduces self-control
By the holiday weekend, most people are mentally exhausted from a long week of socializing, traveling, or hosting. As decision fatigue increases, self-control decreases. A conceptual analysis on decision fatigue shows that depleted cognitive resources lead to more impulsive choices.
Dopamine rewards the shopping moment
Looking at deals, adding items to a cart, and anticipating savings can create a temporary mood boost. However, Cleveland Clinic notes that this can lead to emotional overspending when the shopping is used as a form of stress relief.
Why sales create emotional pressure
Black Friday marketing taps into several emotional fears. First, fear of missing out pushes people to buy quickly. Next, fear of better options makes them question every choice. Finally, fear of overpaying encourages shoppers to act before thinking. These fears combine to create a powerful sense of internal pressure. APA’s coverage of behavioral economics confirms that these triggers significantly shape consumer behavior.
Therapy-backed ways to stay grounded during Black Friday
Pause before purchasing
Before adding anything to your cart, take a brief pause. This short moment allows your brain to shift from impulse to intention. Ask yourself questions like: “Do I want this, or am I afraid of missing it?” and “Would I buy this at full price?”
Use the 24-hour rule
If the item is not essential, wait one day before buying it. If the deal disappears, a similar one will appear soon. If the desire disappears, you just avoided regret.
Reduce exposure to triggers
Consider muting shopping keywords, skipping haul videos, or unsubscribing from promotional emails for the weekend. When you see fewer triggers, you experience fewer urges.
Shop from a prewritten list
Creating a list before browsing significantly reduces overwhelm. Research on decision fatigue emphasizes that limiting choices helps protect judgment and emotional regulation.
Check your emotional state first
Before shopping, ask yourself how you are feeling. If you are stressed, lonely, or bored, pause and regulate your mood first. Cleveland Clinic explains that emotional spending often begins as a way to seek comfort or relief.
The takeaway
Black Friday FOMO is not a sign of weakness. It is a predictable response to scarcity, urgency, and emotional overload. Once you understand these psychological triggers, you can shop with intention and protect your mental and emotional wellbeing.
You deserve to move through the holiday season with clarity instead of pressure.
At Talking Works Counseling NYC (and online), we help clients manage stress, reduce anxiety, and understand emotional patterns that influence spending. If Black Friday or the holiday season feels overwhelming, therapy can help you feel grounded and in control again.
We accept a wide range of insurances and offer affordable out-of-pocket options starting at just thirty dollars per session.
Reach out today to schedule a session or to learn more about practical tools that support your wellbeing.