How to make smart choices on Black Friday: Tips to avoid impulse purchases and overcome algorithms

Black Friday is one of the most anticipated shopping seasons, but also one of the most challenging for consumers, who face not only their emotional impulses, but also the power of digital algorithms that influence every click.

According to Dr. Francisco Javier Zamora Saborit, professor of the Marketing Degree at the Universidad Internacional de Valencia (VIU), Planeta Formación y Universidades, consumers can protect themselves and make more conscious decisions by understanding the strategies behind offers and algorithms.

Controlling emotions and avoiding FOMO (fear of missing out)

Black Friday exploits the sense of urgency through tactics such as ‘last items’ or ‘today only’, generating an emotional impulse to buy. Dr Zamora recommends setting a budget, prioritising real needs and waiting 24 hours before making an impulse purchase.

Hacking the algorithm: is it possible?

On the internet, algorithms analyse our actions to show us tempting offers, but they are not infallible. To avoid falling under their influence, the expert suggests browsing in incognito mode, using VPNs, disabling non-essential cookies and exploring products outside our usual preferences to confuse automated recommendations.

In addition, searching for specific products and diversifying information sources can generate better opportunities and avoid getting trapped in a bubble of repetitive choices.

Smart consumption for a successful Black Friday

Self-monitoring and understanding how shopping strategies and algorithms work are the best tools to take advantage of deals without compromising budget or emotional peace of mind.

For more information and practical tips, visit the website of the Universidad Internacional de Valencia (VIU).