As festive deals surge, experts warn: emotional spending is at its peak.
Article: Lonwabo Mtyeku | GP News Media – Community Newsroom Pictures: Supplied
19 November 2025 – As Black Friday banners begin flashing across every screen and year-end fatigue sets in, South Africans are entering one of the most emotionally charged shopping seasons of the year. Last year alone, FNB customers spent over R3.2 billion on Black Friday — an 11% increase compared to 2023 — with most purchases going toward groceries, clothing, entertainment and travel.
But behind the excitement lies something deeper: the powerful emotional triggers that fuel overspending. From FOMO-driven countdown timers to glossy ads tapping into identity, status and belonging, consumers are bombarded with cues designed to blur the line between want and need.
According to TransUnion’s Consumer Pulse Report (Q4 2024), many South Africans continue to feel the impact of rising costs and financial stress — conditions that amplify emotional decision-making during high-pressure retail moments. Although the report doesn’t directly measure psychological triggers, it highlights the vulnerability that comes with financial uncertainty.
“When individuals understand the psychological relationship they have with their finances and the emotional triggers behind their spending, they’re more likely to make choices that serve their long-term goals rather than fleeting impulses,” says Dhashni Naidoo, Programme Manager for Consumer Education at FNB.
She adds that financial literacy isn’t just technical — it’s personal.
“Awareness is the first step toward financial empowerment. Holiday season spending is exciting, but it’s also emotionally charged. When you understand your triggers, you’re less likely to overspend or regret your choices later.”
Five Ways to Outsmart Emotional Spending This Black Friday
1. Label your trigger before you tap
Is it FOMO? Relief? Pressure? The thrill of a “limited deal”?
Naming the emotion slows your impulse and interrupts the automatic urge to buy.
“Acknowledging the trigger shifts you from being reactive to being aware,” Naidoo says.
2. Create digital distance
Digital shopping is designed to feel instant — so slow it down.
- Don’t save your card details on shopping apps.
- Add items to a wish list instead of a cart.
- Leave the tab open overnight and decide again in the morning.
- Check your banking or budgeting app before buying — real numbers ground reality.
This simple pause protects your wallet from knee-jerk decisions.
3. Pre-map your “deal potential” budget
Before the sales land, set a specific amount for discretionary spending.
This turns a tempting bargain into a strategic opportunity, not a financial setback. When your budget is pre-decided, the deal serves you — not your impulses.
4. Build a post-spend review habit
After shopping, ask yourself:
- What was I feeling before I bought?
- Did I feel satisfied afterwards?
- Did the purchase align with my financial goals?
Track spending patterns on your banking app — over time, your emotional cues become clearer, making it easier to change them.
5. Anchor joy in your values, not impulses
Holiday joy should be planned, not panicked.
Define 2–3 “joy goals” for the season — maybe a treat for yourself, a meaningful outing, or a useful upgrade.
Allocate a small amount toward these intentions.
Values-aligned spending delivers long-lasting satisfaction, unlike the quick buzz of an unplanned deal.
Resetting Your Habits for the Year Ahead
The festive season isn’t about repression — it’s about clarity, control and intention. Whether you’re entering the workforce, rebuilding financial discipline or shifting away from impulse buying, this season is a chance to reset.
“Financial self-awareness gives you the freedom to choose your spend, rather than allowing spend to choose you,” Naidoo says.
This year, stay alert. Enjoy the moment.
And let your money serve your goals — not your emotions.
