As Black Friday approaches, South Africans are once again preparing for the season of “massive savings” and “one-day-only” deals. Yet behind the excitement and temptation lies something far more powerful than price tags or promotions: our emotions.
“Financial success is not just about numbers; it is about your mindset,” says Brigid McCleary, Financial Planner at Designed Wealth. “The way we think and feel about money shapes every financial decision we make, from daily spending habits to long-term investments.”
Many people believe that financial stability is purely a matter of income or budgeting. In reality, financial habits often reflect deeply held beliefs that were formed in childhood. Phrases such as “money doesn’t grow on trees” or “we can’t afford that” can plant seeds of scarcity, while “you deserve it” can easily justify unnecessary spending. These beliefs quietly shape emotional reactions that lead to financial habits, some helpful and others harmful.
McCleary explains, “Every rand you spend is a reflection of the life you are living. Every rand you save is a step toward the life you want to live. And every rand you waste takes you further off course. The first step in changing your financial future is understanding what drives your decisions.”
Black Friday: A Lesson in Emotional Spending
Black Friday provides a perfect example of how emotions influence financial behaviour. Retailers understand human psychology very well and know how to trigger emotional responses through urgency, scarcity and the fear of missing out. Phrases such as “Only 2 left”, “Sale ends at midnight” and “Everyone’s buying it” tap into the same survival instincts that once helped our ancestors prepare for difficult times.
According to McCleary, “Most bargains are not really bargains. Prices are sometimes inflated beforehand, and discounts can tempt us into spending money we never intended to spend.”
She encourages consumers to pause before making purchases and ask themselves three key questions:
• Am I buying this because I need it, or because I am reacting emotionally to the idea of a deal?
• Does this purchase align with my goals and values?
• How will I feel about this decision next week: empowered or regretful?
The problem is not Black Friday itself but the mindset we bring to it. By shopping with awareness, sticking to a budget and buying only what truly matters, you can enjoy real savings without being caught up in emotional spending.
From Reaction to Reflection
Taking control of your finances starts with awareness and ownership. A budget is not just a list of income and expenses; it is a mirror of your values and choices. Reviewing your bank statements can reveal what you truly prioritise, and awareness only matters if it leads to action.
“True change does not happen overnight,” McCleary adds. “It comes from small, consistent steps such as tracking your spending, pausing before reacting and aligning your financial decisions with your values.”
When you take ownership of your choices, you regain control. Excuses and blame keep you stuck, but responsibility sets you free. Money then becomes a tool to help design the life you want rather than something that dictates how you live.
“Financial freedom,” McCleary concludes, “is found in the quiet space between belief and behaviour. It is the moment you choose to act with purpose instead of impulse. This Black Friday, remember that it is not about how much you save on the price tag, but how much peace you keep in your wallet and in your mind.”
