How to avoid 'Black Friday burnout' as 28 million Brits face stress over shopping

Kate Ng
·Trending Lifestyle Reporter
·4-min read
Tired and stressed young woman is lying and resting in the chair with many shopping bags in the mall
Shopping during Black Friday can become more stressful due to long queues and overcrowded shops, a survey has found. (Getty Images)

Black Friday is nearly upon us, with retailers advertising sales and deals at us from every direction. The major shopping event comes at a great time to buy Christmas presents at discounted prices - but it can also lead to stress and anxiety as we have to consider whether we are getting good deals and be vigilant about online scams.

According to new research from EE, an estimated 28 million people are planning to grab a bargain this Black Friday, with more than half (57%) saying they will likely spend up to 10 hours looking for deals this week.

In order to conquer Black Friday, nearly a third (30%) of British shoppers have already prepared their lists a week before the event. Organisation seems to be the name of the game, with one in five (21%) staying up late or getting up early to check the best deals online, while 17% said they are tempted to take the day off work to shop.

Scoring a really great bargain is part of the fun of Black Friday, with two in five (44%) saying they’re chasing the thrill they get from finding the best deals. Meanwhile, 21% said they enjoy getting competitive with other shoppers.

More than a quarter (26%) are planning to do most of their Christmas shopping during Black Friday, while a third (29%) are planning even further ahead and want to use the event to stock up on gifts for 2024.

LONDON, UNITED KINGDOM - NOVEMBER 26: Crowds of shoppers walk along Regent Street during the Black Friday discount shopping event in London, United Kingdom on November 26, 2021. British shoppers are expected to spend £9bn over the coming weekend after last year's slump in sales caused by Covid-19 pandemic. (Photo by Wiktor Szymanowicz/Anadolu Agency via Getty Images)
Black Friday is one of the biggest shopping events of the year. (Getty Images)

But chasing all the shopping highs can also have negative consequences. 40% of shoppers admit that taking part in in-store Black Friday shopping can feel stressful. For 16%, the fear of missing a deal is almost on par with being late to a friend’s wedding.

Respondents to EE’s survey were also asked what the most taxing part of the sales were. 23% said long queues were stressful, and 22% said overcrowding in busy shops made a negative mark on their Black Friday shopping experience.

Commenting on the findings, consumer psychologist Kate Nightingale said: “Catching that perfect Black Friday deal not only releases dopamine, the reward neurotransmitter responsible for that lovely sense of pleasure, but also increases the sense of control, which is crucial to wellbeing and a feeling of safety.

“The excitement of striking multiple bargains during Black Friday can actually cloud your judgement, and enhance product valuations, so it’s important to approach shopping mindfully. It’s wonderful to see EE inviting customers to slow down and find their inner voice, not just on Black Friday but throughout the year in its Digital Spa.”

How to spot if you’re having Black Friday Burnout

Being less amused

If you see something cute but it doesn’t make you smile, it could mean that your serotonin (also known as “happy hormones”) levels are low, which is a symptom of stress, according to Nightingale.

Being annoyed by everything

Being irritable is a sign of getting stressed out because you are overwhelmed. You might feel like you are getting more worked up than normal.

Being unable to remember things

Stress and anxiety can have a negative impact on our memory. Nightingale suggested: “Before you head out, memorise your shopping list and, every hour, check it. If some of the words are hard to remember, it’s time for a break.”

How to avoid Black Friday Burnout

A young woman shopping for home decor in a store holds a blanket she is considering purchasing
Shopping big sales can be stressful, but there are ways to cope with it. (Getty Images)

Take a step back

Before you make a purchase, take a literal step back to put physical distance between you and the product. Nightingale said this “helps create mental perspective, allowing you to judge the product more objectively, and reduce your emotional attachment to it”.

Meditate

When you feel stressed or anxious, it can help to use your imagination to take you somewhere more relaxing. Visualise yourself on a warm beach with the sound of waves, Nightingale recommended.

Have a sweet treat

Low blood sugar reduces self-control, Nightingale said. This can lead to impulsive shopping and poor decision-making - which then increases the chance of buyer’s remorse. Eat regular snacks throughout your shopping day so you can take charge of your emotions and make better decisions.

Ask yourself three questions

“Our brains make over 20,000 decisions a day - we’re wired to think quickly. Avoid impulse shopping or spending unnecessary money by asking yourself three questions about what you want to buy: Is it on my list? Is it something I can do without? Do I honestly love it?”

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