INDIANAPOLIS -- Many Americans "embrace their 'stuff' and love a deal and an opportunity to shop for a gift at a low price," said Nancy Barton, professor in the School of Physical Education and Tourism Management at Indiana University-Purdue University Indianapolis. But the stress that accompanies Black Friday shopping can add hidden costs.
While retail stores are raking in the money, shoppers are probably having a more negative experience.
"It is likely Red Friday for the consumer, as the shopper goes into debt to pay for purchases," Barton said.
Besides overspending, four people have died and dozens of injuries have occurred in the Black Friday shopping frenzy in the past four years. Judging by the trampling of a Walmart worker in Long Island, a collapsed man bypassed by shoppers at a West Virginia Target and a shooting at a Toys R Us over an item brawl, both consumers and stores are clearly unprepared for the excitement.
"Some have argued that we are wired for desire as a result of our dopamine reward pathways," Barton said. "When we are overstimulated by a novel experience or unlimited choices on Black Friday, a craving (for more) and insatiable desire is triggered."
Barton said the key to combatting these desires relies on the executive, thinking part of the brain. However, this control can be hindered if you are stressed out, tired and hungry, arguably the three main traits of an all-night Black Friday shopper.
She offers this suggestions:
*Consider opting out of Black Friday shopping. "Can’t we think of another way to give a gift? The answer is: 'Yes we can!'" Barton said. "There is evidence that experiences -- not things -- make us happy. Experiences are generally more social. They are likely to be a shared moment, anticipated or relived."
*Try some self-reflection. "The perfect antidote for ungrateful feelings is to practice a gratefulness meditation," Barton said. "Every day, list three things that you are grateful for. Embody the feelings of gratefulness. Positive emotions and satisfaction with what you already have start to unfold as you reflect on your list."
*Stay healthy and buddy up. "Aim for fun," she said, "because friends, family, companions and social connections are health promoting."
RSS