Guest column: CCNY Professor Dr. Mara Einstein has spent the past 20 years immersed in the media industry, holding key roles as an executive at NBC, MTV Networks, and major advertising agencies where she worked on iconic campaigns for brands like Miller Lite, Uncle Ben's, and Doll Foods. Her latest book, Deception: How Marketers Use the Same Tactics as Cults, explores the psychological strategies marketers use to influence consumer behavior. Dr. Einstein is also a featured contributor to the new Netflix documentary, Buy Now! The Shopping Conspiracy is produced by Oscar-winning Grain Media (The White Helmets) and directed by Nic Stacey (The World As to Jeff Goldblum), BUY NOW! It exposes the manipulative tactics brands use to fuel consumption and reveals the profound impacts they have on people, communities and the planet.
It was 5 a.m. after Thanksgiving 2008. Outside a Walmart store in Valley Stream, New York, more than 2,000 shoppers braved the bitter cold for hours, waiting for the doors to open and holiday sales to begin. The moment the doors opened, chaos ensued. The glass shattered, and the crowd surged forward, trampling 34-year-old Gedimitai Damour to death in a desperate attempt to make deals. Even after the tragedy was announced, some shoppers simply continued to hunt for deals, unwilling to let anything derail their Black Friday quest.
This horrific event was not an isolated incident. A website called Black Friday death toll It tracked 17 deaths and more than 100 injuries linked to Black Friday shopping between 2006 and 2021. Since then, reports of shoppers brawling in parking lots and physical altercations in store aisles have increased. Why? A slightly cheaper TV or game console?
So how did this madness start? How did the day after Thanksgiving — once reserved for leftovers and family time — become a commercial juggernaut that sends millions on a shopping spree? The answer lies in how marketers, the media, and even the entertainment industry have shaped our perception of consumption and embedded it deep in our cultural psyche.
Manufactured holiday
the term Black Friday It originated in the 19th century, describing financial panics and economic downturns. But in the 1980s, retailers reclaimed the phrase, and flipped its meaning. Black Friday is no longer a scary day, but a celebration of profitability – the day when businesses went from “red” (losing money) to “black” (making money).
Retailers have been promoting aggressive deals, extended hours and ads to amplify the post-Thanksgiving shopping spree. Today, the holiday season accounts for up to 30% of annual retail revenue. In 2023, the average American spent nearly $900 on holiday shopping, with Black Friday alone generating tens of billions of dollars, and this year's holiday season is expected to reach $1 trillion.
In the United States, Black Friday's dominance has been supported not only by advertising but also by popular culture. Media and entertainment have glorified the thrill of bargain hunting, normalizing frenetic consumption. From TV shows highlighting extravagant holiday shopping to influencers pitching Black Friday specials, the entertainment industry plays an important role in perpetuating the myth that this is a holiday we should all participate in.
The cult of consumerism
In my book, Deceptive: How marketers use the same tactics as cultsI argue that marketers use psychological manipulation to create loyalty and dependence. Just like cults, marketers exploit vulnerabilities, create in-groups and out-groups, and play on emotions to drive behavior.
Black Friday exemplifies these tactics. Here's how to publish it:
- Deceptive practices: Retailers often manipulate prices to make deals seem better than they really are. The price of a laptop advertised at a 40% discount may have been inflated in previous weeks, making the discount meaningless. Products sold on Black Friday are sometimes discontinued models, designed to prevent direct price comparisons.
Online shopping platforms are no better. Companies like Amazon collect vast amounts of consumer data, which is then used to manipulate purchasing habits and recommend products that generate maximum profit – not necessarily value. Our every click, search and purchase feed algorithms are designed to keep you on top of your spending.
- Using your data against you: Digital surveillance supports modern retail. Companies track your online behavior, purchasing habits, and even your location to target you with ads. This data is also sold to third parties, who may use it to determine everything from loan eligibility to insurance rates. While European consumers benefit from stricter privacy laws like the GDPR, Americans are largely at the mercy of data brokers, who claim to have thousands of data points on almost every citizen.
- Cultivating anger and manipulating social media: Social media influencers play a crucial role in driving holiday consumption. The concept of “cultivating anger” – stimulating anger to increase engagement – keeps users glued to their phones, scrolling through endless content. Every like, comment or share reinforces compulsive behavior, luring users into an anxiety-driven cycle of consumption.
Platforms like TikTok, Instagram, and YouTube are turning holiday shopping into a spectacle. Hashtags like #BlackFridayDeals and #HolidayHauls are flooding in, creating a sense of urgency and FOMO (fear of missing out – a term created by a marketing strategist).
- Emotional manipulation: Email marketing is another powerful tool. Unlike ads, emails feel personal, something you've signed up for. This perceived intimacy makes consumers more receptive to messages. Research shows that email marketing often outperforms social media influencers in driving purchases, although platforms like TikTok dominate the cultural narrative with trends like #TikTokMadeMeBuyIt.
- The social proof illusion: Seeing others engaging in a behavior — such as lining up outside stores, sharing shopping sprees, or posting about “can't miss deals” — triggers a herd mentality. Social proof makes us believe that consumption is not just normal but necessary for social acceptance.
The role of media and entertainment
The media and entertainment industry has been complicit in creating the cultural phenomenon of Black Friday. From news coverage that glorifies bargain deals to holiday movies that romanticize gift-giving, media narratives often reinforce the idea that consumption equals joy. Meanwhile, reality shows and influencer culture celebrate excessive spending, creating aspirational lifestyles that are unattainable for most people but highly desirable.
Even the entertainment industry's marketing strategies — early access to streaming deals, drops of exclusive merchandise, or partnerships with retail giants — reflect the same tactics used by traditional retailers.
Way forward
The tide may be turning. The #Deinfluencing trend, which gained momentum in early 2024, encourages consumers to reject excessive consumption. Younger audiences, especially Generation Z, are becoming more aware of the environmental and psychological harms of compulsive shopping. They choose experiences over material goods and choose conscious consumption.
As the holiday shopping season begins, it's helpful to think about the systems that drive us to spend. Do we really need more stuff? Or is it better for us to move away from the buy button, enjoy our time with our loved ones, and consider the needs of the planet?
For a deeper look at how consumer manipulation works, stream Buy now! Shopping conspiracy theory On Netflix starting November 20. Let's start by questioning the cult of consumerism and finding our way out of it.
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