It’s Monday, I’m Nithya Sudhir. I collect words, chase patterns, and write about whatever makes me curious.
Black Friday is over, Cyber Monday is closing, and our carts are still full
So I think I won the global olympics of “adding-to-cart” last weekend!
Black Friday will forever be my two favorite words!
This year, 66% of consumers said they planned their Black Friday shopping ahead of time, which makes sense because last weekend was basically a triathlon of dopamine, discounts and delusion.
So, now that the chaos has calmed (somewhat), let’s talk about what actually happened in our brains last weekend and what it means as Cyber Monday does its final lap.
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Inside the mind of a Black Friday shopper
It’s funny that Black Friday now feels warm, joyful, and “I deserve this energy,” considering the term originally described gridlocked traffic and post-Thanksgiving retail chaos.
But last weekend was proof: Black Friday switches on very specific psychological patterns in us.
Here’s what I find most interesting.
I don’t know if you noticed but one of the wildest things about Black Friday is how safe it suddenly feels to shop. Black Friday creates an environment where shopping feels socially validated and low-risk simply because millions of other people are doing it.
Herd mentality makes our brains go:
“If lots of people are buying right now, this must be the right decision.”
(It’s the same instinct that makes us choose the busy restaurant over the empty one, or trust a product more when it has thousands of reviews.)
Then the website hits you with “23 people are viewing this right now,” and your brain goes from PhD-level analysis to “check out now, think later.”
That’s the speed–accuracy tradeoff at work.
When we’re under time pressure, our brain chooses speed over accuracy.
Like when a waiter tells you the kitchen is closing and suddenly you order the first thing you see, not the thing you actually want.
And if you bought something this weekend and felt irrationally triumphant afterward, that’s also something. Black Friday satisfaction comes mostly from the deal, not the item.
This is known as utility blindness.
It’s when we base our decision on savings rather than usefulness.
💡 Fun Fact: Gen Z spent roughly $20 of every $100 of holiday dollars this season.
The guilt hangover nobody warns you about
If at any point you’ve wondered, “Did I really need all of that?”, you’re in excellent company.
Post–Black Friday guilt is extremely common.
It’s called Buyer’s remorse and it happens because the dopamine drops, the urgency evaporates, and the logical part of your brain finally wakes up from its long weekend nap.
Don’t worry, it’s so normal that it’s practically tradition.
Quince: The quiet Black Friday winner.
Quince, the California-based brand gaining global buzz for its affordable luxury wardrobe essentials, has raised about $200 million in a new funding round, valuing the company at more than $4.5 billion.
They rarely run sales, but this year, over 350 items were up to 30% off, including cashmere, winter jackets, and ultra-soft bedding.
The catch: the deals changed daily.
Why They Win
Quince frames products as “[luxury for less](https://www.businessoffashion.com/articles/direct-to-consumer/how-brands-can-beat-quince/?),” making the discount feel like a smart decision rather than a gimmick.
It keeps selections tight and messaging clear, making Black Friday browsing smoother and faster.
Quince’s viral status and influencer presence give it crowd-momentum without screaming “sale”.
Instead of wild mark-downs, Quince focuses on quality storytelling, sustainability, and pricing transparency.
This positions them as a brand people trust, especially during the discount madness of Black Friday.
All that said, the real question is: what can brands actually do to make this entire experience easier, smarter and more enjoyable for shoppers?
Make shoppers feel smart, not impulsive.
Frame every discount as a clever win, not a chaotic grab.
Reduce decision fatigue.
Curate tightly, recommend clearly, and guide shoppers so they don’t have to think.
Use soft social proof.
Lean on bestsellers, reviews, and UGC instead of flashing countdown clocks.
Make indulgence feel responsible.
Help shoppers justify their purchase to avoid the post–Black Friday guilt dip.
Sell the future identity, not the product.
Position items as upgrades to who shoppers want to become.
Whether it’s Black Friday or just a random Tuesday, the brands that win are the ones that make people feel understood, not overwhelmed.
Now, if you need me, I’ll be refreshing tracking numbers, convincing myself every purchase was “essential,” and pretending my wallet isn’t judging me.
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As always, hit reply if something in here hits home.
See you next week,
Nithya
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