The Black Friday Trap: How your brain is drawn to sales and what to do about it
As Black Friday sales enter your feed and retailers prepare for a major boost in consumer spending, shoppers across Victoria are preparing to snap up some bargains.
The Retail Association of Australia is anticipating a $69.7 billion boost in retail sales during the six-week lead-up to Christmas, with an estimated $5.7 billion on clothing alone — marking a 3.3% increase on last year’s figures.
While the allure of sales is undeniable, it’s worth considering the real cost of this consumption on both our wallets and the environment, especially when globally 30% of garments are sent to landfill within a year of purchase.
Australians, on average, buy 53 new pieces of clothing every year — an unsustainable habit, considering in 2023, 222,000 tonnes of clothing ended up in landfill.
We asked Victorians to reconsider their buying habits, and if they thought they could limit themselves to no more than 20 new clothing items per year. And yes, before you ask, that includes undies.
According to our State of Sustainability 2024 report, 52% of Victorians said it would be ‘easy’ to buy fewer than 20 new pieces of clothing per year, with 67% already engaging in circular behaviours like buying and selling second-hand items.
In fact, 72% of people who buy second-hand clothing report they purchase fewer new items as a result, highlighting how sustainable shopping choices can influence overall consumption.
So, with all this momentum for a more circular fashion industry, why can’t we resist a sale? Retail sales are more than just good deals—they tap into psychological triggers that compel us to buy.
What happens to our brains when we see a bargain
Instant Gratification: The dopamine hit
When we find a sale, our brains release dopamine, the ‘feel-good’ neurotransmitter. This rush reinforces impulsive buying behaviour, as the brain associates discounts with rewards, much like eating chocolate or winning money.
Scarcity effect
The fear of missing out (FOMO) on a limited-time offer can make us feel like we need an item, even if it wasn’t on our radar. This plays into our evolutionary instincts to secure resources before they run out.
Social proof and status
Seeing others purchase or flaunt discounted items can trigger a desire to conform, driving us to buy in an attempt to gain social approval.
The power of comparison
Retailers use the strategy of ‘anchoring’, where the original price is shown next to the sale price. This creates a psychological reference point, making the discount feel more significant, even if the item’s true value isn’t much lower.
Questions to ask yourself to reduce impulse buying
- Is this item built to last? Prioritise quality over quantity to reduce waste.
- Is it part of a fad or timeless style? Invest in items you'll wear for years.
- Can it be recycled, reused, or repurposed? Preference natural fibres and consider where the item will end up when you’re done with it.
Why second-hand fashion is always best dressed
As we move towards a circular economy, Victoria’s vibrant consignment and second-hand stores offer unique, stylish, and sustainable alternatives to fast fashion. Consignment stores are brimming with bargains, often far outweighing any discounts applied during Black Friday, for near-new items.
Choosing second-hand first not only reduces demand for virgin materials and finite natural resources, but it sends a powerful message to fashion brands to reconsider their linear production models.
Ultimately, the best bargain is the one that aligns with our values, supports a sustainable future, and leaves us feeling good long after the sale ends.
Find out more
Sustainability Victoria plays a critical role in identifying future trends and potential challenges for Victoria’s transition to a circular economy. Our research and insights are helping map out a sustainable future for Victoria so we can transition to a circular, net-zero emission economy.
The annual State of Sustainability Report tracks how Victorians think, feel and act in relation to sustainability and climate change. The research supports decision makers to ensure we have the right policies, programs and education to encourage Victorians to live more sustainably.
