Holiday deals are the new Halloween candy - and we’re addicted

Hi, I’m Nithya Sudhir. I collect words, chase patterns, and write about whatever makes me curious.

Halloween is almost here!

Can we ‘un’officially say we’re kicking off the holiday season?

Apparently, people are set to spend $13.1 billion this holiday.

Even with Thanksgiving still a month away, Americans have already slipped into deep shopping mode. Big-brand deals have arrived early, and the mall feels like a dopamine minefield.

Have you ever walked into a mall and found yourself racing against an invisible clock labeled “Ends Tonight”, trying to win Gold in the Deal Olympics?

And felt a rush of satisfaction after buying something that was on sale, because “Offers-sure-do-End”.

It’s Monday again. I’m here. You’re here. Let’s find out why that is.

So, when we see pictures of things we wish to buy, the region of the brain with dopamine receptors is activated. (Basically, we get excited.)

Neuroscience also tells us that when we see a discount, our brain’s nucleus accumbens (an area that's been called the pleasure center, and whose activity is correlated with whether a product is viscerally desirable) lights up. At the same time, the insula—the bit that registers the pain of paying—starts to go quiet.

The discount, dulls the “ouch”.

In that moment, we’re not just buying an item — we’re buying a feeling.

Studies show the brain reacts almost instantly when a price deviates from expectation.

When we spot a deal, our reward system jumps the gun — celebrating before reason can catch up.

The presence of a “good deal” overrides the question, “*Do I even want this?”.*

Here’s a theory that’s as chilling as it is fascinating.

It's called ‘Mortality Salience’.

Daniele Mathras, a Marketing Professor at Northeastern University, says the shopping frenzy that hits as Halloween nears isn’t just about candy or costumes; it's that we’re reminded of our own mortality. And that awareness makes us buy stuff.

But this year, there’s a twist in the tale.

With inflation and higher living costs, shoppers are more cautious — and more self-aware.

According to Deloitte’s 2025 Holiday Retail Survey, 57% of consumers believe the economy will weaken in the next year, and average planned holiday spend is down 10%.

Which means that discounts matter more than ever.

42% of consumers plan to shop at discount stores this Halloween — up five points from last year.

But the motive has shifted: shoppers aren’t just saving money; they are looking to feel smart in spending.

The deal needs to feel meaningful, legitimate, and timely. They want to buy the discount’s confidence, not just the item.

Let’s pull back the curtain on one real-life brand case.

Last week, the European Commission fined Gucci, Chloé, and Loewe a combined €157 million for breaching EU competition law by fixing resale prices.

What does it have to do with discounts?

The three luxury houses had instructed independent retailers not to exceed certain discount limits and to hold sales only during approved periods — essentially forcing boutiques to mirror their own store and e-commerce prices.

The Commission concluded that this practice prevented genuine price competition, inflated consumer prices, and violated the EU’s rules on market freedom.

Clearly, discounts are not just promotional tools; they’re signals of market freedom. Regulators view a retailer’s ability to set prices, including discounts, as a test of healthy competition.

When brands fix discount ceilings or enforce “no-sale” rules, they blur the line between brand management and price control.

Now be honest — how many “discounted” things have already found their way into your cart?

As always, hit reply if something in here hits home.

See you next week,
Nithya

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