By Frank Sekyere, Upcycle It Ghana, Programs Manager
Somewhere between the checkout button and the delivery truck, a quiet environmental crisis is unfolding,one that begs us to rethink whether the deal of the day is worth the debt of tomorrow. Every November, a familiar excitement creeps into conversations, shop windows and digital screens across the continent. It is the season of Black Friday, a global ritual of consumption that promises steep discounts, once-a-year deals, and a chance to buy “more for less.” At first glance, Black Friday looks like a celebration of opportunity. But beneath its glittering surface lies an unfolding crisis that research has already begun to document , a crisis that affects our environment, our communities, and our shared future.
The Global Alliance for Incinerator Alternatives (GAIA) and Break Free From Plastic (BFFP) Africa Reuse Working Group’s mission is to promote a culture of reuse across Africa and beyond. Black Friday stands as one of the most significant obstacles to that mission, because it reinforces deeply rooted habits of unsustainable and impulsive consumption. To understand this tension clearly, we must look beyond emotion and examine the scientific and social dynamics that shape Black Friday behaviour. Research in consumer psychology and sustainability reveals the hidden costs behind the event,costs that never appear on a price tag but are borne by our environment, our communities, and our future.
The Heartbeats Behind the Hype: Why Black Friday Turns Us Into Speed-Shopping Philosophers
If you’ve ever wondered why your brain suddenly believes you need a waffle maker at 3 a.m. on Black Friday, you’re not alone. There’s a whole emotional engine revving beneath the surface. Black Friday does not merely reduce prices; it is designed to manipulate behaviour. Studies on consumer responses to Black Friday show that most purchase decisions during the event are driven by heightened emotions rather than actual need. Researchers have found that urgency messages, scarcity cues, and time-limited offers create a “psychological arousal state” where consumers become more susceptible to impulse buying and less able to make rational evaluations of value or necessity. These insights appear clearly in An Analysis of Consumer Behavior on Black Friday (Simpson, Taylor, O’Rourke, & Shaw, 2011), where consumers admitted to purchasing items they had no intention of buying simply because the sale triggered emotional excitement.
In another study, researchers observed that shoppers during major sales events such as Black Friday often experience what they call a “ritualized frenzy,” a culturally reinforced sense that this particular moment is meant for shopping regardless of personal need. This pattern is evident in the work of Boyd and Peters (2011), where they explain how consumers frame Black Friday not just as an economic opportunity but as a yearly tradition that encourages overconsumption for its own sake . As soon as Black Friday becomes ritualistic rather than need-based, sustainability is pushed aside.
Environmental NGOs studying sufficiency strategies have noted that events like Black Friday actively undermine the cultural shift toward mindful consumption. Persson and Klintman (2021) argue that sufficiency campaigns struggle when societies are conditioned to associate identity with consumption rather than stewardship of resources . In this sense, Black Friday is not merely a sales event; it is a psychological architecture that reinforces consumption as a cultural habit.
When the Cart Empties and Reality Hits
The thrill fades fast,usually right after the confirmation email. Suddenly, that neon foot massager feels more like a life choice you never meant to make. To see how these behavioural patterns become real, imagine a composite consumer shaped entirely by the research , a young woman named Sefakor, whose story mirrors the patterns documented in multiple studies. She has no grand plan to shop, yet the moment she sees an “80% OFF ,TODAY ONLY” banner, something inside her stirs. Her pulse quickens, her logic softens, and the emotional thrill of a bargain begins to override reason. Research explains this shift clearly: under time pressure or perceived scarcity, the brain’s emotional systems take over, making consumers feel internally rewarded simply for reacting to a discount (Aseem & Sadaf, 2021). In that heightened state, Sefakor clicks “add to cart” on items she never considered before, a dress she may wear once, gadgets she never searched for, and beautifully packaged products designed to satisfy her in the moment rather than serve her in the long run.
But the rush is temporary. As the excitement fades, Sefakor begins to recognize the uneasy pattern described by consumer behaviour studies: emotional arousal during promotional events often leads to regret, cognitive dissonance, and the realization that many purchases were unnecessary (Lennon et al., 2014). And her story doesn’t end with regret. The items she bought on impulse will soon contribute to a larger environmental burden,short-lived products discarded quickly, packaging that strains disposal systems, and waste that lingers long after the thrill of the sale has disappeared. Through Sefakor’s experience, the human face of Black Friday’s environmental cost becomes impossible to ignore.
The Disappearing Act That Isn’t: Where All Those Impulse Buys Go to Die
The thrill fades fast, usually right after the confirmation email. Suddenly, that neon foot massager feels more like a life choice you never meant to make. Environmental sustainability research warns that hastily purchased items tend to have short life spans and contribute heavily to waste accumulation. The lifecycle pressures of mass production, including the extraction of raw materials, water usage, and carbon emissions, intensify during retail-driven spikes such as Black Friday. In studies exploring the environmental consequences of consumerism, researchers note that fast production cycles associated with sales events lead to overproduction and early disposal of goods, which then overwhelm waste management systems already struggling under normal conditions. This dynamic is explained in sustainability analyses such as (Sailer, Wilfing, & Straus, 2022), where greenwashing in retail spaces masks the deeper ecological burden of rapid consumption patterns .
Africa, in particular, experiences a compounded version of these consequences. Imported fast-fashion items and cheap electronics sold during Black Friday often break or degrade quickly. Without robust recycling systems in many cities, these discarded goods end up in informal dumpsites or waterways, contributing to pollution, blocked drainage, burning of plastics, and compromised public health. The true cost of Black Friday is shouldered by communities who never participated in the design of the global retail system.
Laugh, Cry, Click ‘Buy’: The Emotional Rollercoaster Black Friday Puts Us On
Although the environmental effects are severe, research also reveals significant emotional and social impacts. Several psychological studies indicate that Black Friday shopping can create anxiety, stress, and social pressure, particularly among low-income consumers who feel they must participate to avoid missing out on perceived opportunities. The emotional stress described in behavioural studies is not a trivial matter; it affects decision-making, mental well-being, and household financial stability.
Additionally, Aktaş (2025) highlights how retail environments often exploit emotional vulnerabilities, shaping consumer behaviour in ways that discourage reflection and amplify impulsive habits . Under such conditions, sustainability becomes a secondary concern, overshadowed by the immediate emotional reward of acquiring new items.
When individuals carry the emotional pressure of keeping up with consumption trends, it becomes even more difficult to promote environmental consciousness. This is why campaigns that encourage reuse must be framed in ways that reconnect people to values of sufficiency, care, and long-term well-being ,the very strategies examined in ENGO research by Persson & Klintman.
Reuse: The Plot Twist the Planet Has Been Waiting For
In contrast to the culture of excess that Black Friday promotes, the practice of Reuse offers a path toward environmental recovery and social resilience. Reuse reduces waste by extending the life of materials, decreases emissions by lowering demand for new production, and supports circular economy principles that keep resources in use for as long as possible. Environmental researchers consistently affirm that reuse is one of the most impactful strategies for reducing the environmental burden of consumption.
For Africa, reuse is more than a sustainability trend , it is a return to cultural wisdom. Historically, African households have practiced reuse out of necessity, creativity, and community values. Items were repurposed, repaired, shared, and reinvented long before sustainability became an academic discipline.
Okay, Moment of Truth: Are You Still Using What You Bought Last Black Friday?
No judgment ,just an honest question with a surprisingly loud echo. Because sometimes the most powerful environmental action starts with a raised eyebrow at our own shopping history. And that introspection prepares us for one final step. As Black Friday promotions sweep across our screens, each of us faces a personal moment of decision. Reflecting on your last Black Friday purchase, one must ask a simple but powerful question: Are you still using it today? This question echoes insights from consumer regret studies and encourages the introspection necessary for sufficiency-oriented behaviour change. When we recognize patterns of waste in our own habits, the path toward reuse becomes clearer, more natural, and more convincing.
Ready to Break the Cycle? Reuse Is Not a Trend ,It’s Our Next Survival Skill
If humanity were a compass this Black Friday, its needle would be trembling between two futures. One future pulls us deeper into a cycle of rapid consumption, overflowing waste, and the environmental strain that follows. The other invites us into a renewed culture where reuse is not an afterthought but a proud and intentional way of living. To secure a resilient future for the generations that will inherit this planet, we must rethink how we consume, resist the psychological pull of marketing-driven habits, and nurture communities that choose reuse as a path toward long-term environmental stability. The Africa Reuse Working Group invites individuals, businesses, schools, and organisations to join a continent-wide movement that honors our environmental responsibility and cultural strength. If you want to learn practical reuse methods, connect with others who champion sustainability, or deepen your understanding of circular living, now is the time to engage.
The most impactful decision this Black Friday will not be found on a discount banner. It will be found in the choice to reuse, rethink, and realign with values that protect our planet and empower our communities.
REFERENCES
Aseem, F., & Sadaf, S. (2021). The role of emotions in consumer decision-making.
Boyd, T. C., & Peters, C. (2011). Consumer rituals and the Black Friday phenomenon.
Dailydytė, I., & Bužienė, I. (2020). Black Friday and other effects – Are they still sustainable in financial markets? Journal of Security and Sustainability Issues, 9(4). https://doi.org/10.9770/jssi.2020.9.4(11)
Aseem & Sadaf., (2021). Consumer manipulation and emotional drivers in retail environments.
Lennon, S. J., Johnson, K. K. P., & Lee, J. Y. (2014). The impact of promotional events on consumer emotions and purchasing decisions.
Martínez, P. (2022). Greenwashing and retail sustainability claims: A systematic review. Sustainability, 14(1494).
Persson, S., & Klintman, M. (2021). Framing sufficiency strategies of environmental NGOs toward reduced consumption.
Simpson, L., Taylor, L., O’Rourke, K., & Shaw, K. (2011). An analysis of consumer behavior on Black Friday. Eastern Illinois University.