Navigating Black Friday: Wisdom for the Shopping Season

 A small business owner was dismayed when a brand new corporate chain, much like his own, opened up next door and erected a huge sign which read BEST BLACK FRIDAY DEALS. He was horrified when another competitor opened up on his right, and announced its arrival with an even larger sign, reading LOWEST BLACK FRIDAY PRICES. The small business owner panicked until he had an idea. He put the biggest sign of all over his own shop-it read… MAIN ENTRANCE.

 

Black Friday has become a cultural phenomenon, with retailers bombarding us with promises of unbeatable deals and once-in-a-lifetime savings. Yet for Christians seeking to live faithfully, this annual shopping frenzy presents a spiritual challenge that deserves thoughtful consideration.

The Illusion of Savings

Let's be honest: many Black Friday "deals" aren't what they appear. Retailers often inflate prices beforehand to make discounts look more impressive, or they offer savings on products we never intended to buy in the first place. When we purchase something we don't need simply because it's on sale, we haven't saved money—we've spent it unnecessarily.

This reality exposes a deeper truth about our consumer culture: it's designed to create desire rather than meet genuine needs. The flashing banners, countdown timers, and "limited time only" warnings are carefully crafted to trigger impulse and urgency, bypassing our better judgment.

A Different Value System

As followers of Christ, we're called to a countercultural approach to possessions and consumption. Jesus warned that "life does not consist in an abundance of possessions" and cautioned against storing up treasures on earth. The apostle Paul urged contentment and warned that "the love of money is a root of all kinds of evil."

This doesn't mean Christians should avoid all shopping or never look for good value. Stewardship of resources is Biblical, and there's nothing wrong with finding a genuine deal on something we actually need. The question is one of heart attitude and intentionality.

Practical Wisdom for Black Friday

·      Start with giving thanks. Before opening any promotional emails or browsing sales, take time to thank God for what you already have. Gratitude is the antidote to the discontentment that advertising exploits. When we recognise our blessings, we're less vulnerable to manufactured wants.

·      Make a list beforehand. Identify actual needs or planned purchases before Black Friday arrives. If something you were already planning to buy goes on sale, that's genuine savings. But impulse purchases made under pressure rarely bring lasting satisfaction.

·      Do your research. If you are looking for a major purchase, look around beforehand and compare prices.

·      Set a firm budget. Decide in advance how much you can spend without compromising other financial responsibilities or your giving. Remember that generosity toward God's kingdom and those in need should take priority over accumulating more stuff for ourselves.

·      Wait before clicking. When you feel the pull to buy something, implement a 24-hour rule. Add it to your cart, but wait a day before completing the purchase. This simple pause allows the emotional manipulation to subside and gives you space for clearer thinking.

·      Ask better questions. Before any purchase, consider: Do I actually need this? Will I still be glad I bought this in six months? Could this money serve God's purposes better elsewhere? Is this item likely to draw me closer to God or distract me from what matters most?

·      Remember the true cost. Beyond the price tag, consider what your purchases cost in terms of time, mental space, environmental impact, and the conditions under which products were made. Cheaper isn't always better when human dignity or creation care is compromised.

The Opportunity in the Noise

Interestingly, Black Friday can become a spiritual exercise if we approach it intentionally. The barrage of advertising reveals what our culture values and where it finds meaning—in consumption, novelty, and material comfort. As Christians, we can use this cultural moment to examine our own hearts.

Are we anxious when we can't afford the deals others are getting? Do we feel a compulsive need to participate? Does FOMO, the fear of "missing out", create genuine distress? These reactions reveal where we might be placing our security and identity in things rather than in Christ.

A Witness in How We Shop

Our approach to Black Friday can also be a witness to those around us. When we choose contentment over consumption, when we're generous rather than greedy, when we make thoughtful choices rather than impulsive ones, we demonstrate that a different way of living is possible.

This doesn't mean judging those who do participate in Black Friday shopping. Rather, it means living out an alternative that's rooted in joy, peace, and freedom rather than in deprivation or superiority.

The Greater Treasure

Ultimately, how we handle Black Friday comes down to what we treasure most. Jesus taught that where our treasure is, there our heart will be also. Every purchasing decision is, in a small way, a declaration of what we value.

This season, what if we focused less on acquiring more, and more on becoming grateful, generous, and content? What if we invested in experiences, relationships, and eternal things rather than cluttering our lives with more possessions?

The irony of Black Friday is that in our pursuit of the best deals, we often miss the best life—one marked by simplicity, generosity, and freedom from the tyranny of "more." As Christians, we have access to treasures that no sale can offer and a satisfaction that no purchase can provide.

So when the Black Friday ads flood your inbox and your social media feeds, take a breath. Remember who you are and whose you are. Let wisdom and contentment guide your decisions. And perhaps, in the midst of our culture's shopping frenzy, you'll discover that you already have everything you truly need.

 

Remember, people who profit most on Black Friday are generally the ones who stay home!

Want to read about how we are influenced by today's consumer culture? Check out my book "Your Money Brain." This will teach you about the psychology of money and help you make better choices.