Guest Column: CUNY Prof 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 including Miller Lite, Uncle Ben’s and Dole Foods. Her latest book, Hoodwinked: How Marketers Use the Same Tactics as Cults, explores the psychological strategies marketers use to influence consumer behavior. Dr. Einstein also is a featured contributor in the new Netflix documentary, Buy Now! The Shopping Conspiracy. Produced by Oscar-winning Grain Media (The White Helmets) and directed by Nic Stacey (The World According to Jeff Goldblum), Buy Now! exposes the manipulative tactics brands deploy to fuel consumption and reveals the profound effects they have on individuals, communities, and the planet.
It was 5 a.m. the morning after Thanksgiving in 2008. Outside a Walmart in Valley Stream, New York, more than 2,000 shoppers braved the freezing cold for hours, waiting for the doors to open and the holiday sales to begin. The second the doors were unlocked, chaos ensued. The glass shattered, and the crowd surged forward, trampling 34-year-old Jdimytai Damour to death in their desperation for deals. Even after the tragedy was announced, some shoppers simply continued hunting for bargains, unwilling to let anything interrupt their Black Friday quest.
This horrific event wasn’t an isolated incident. A website called Black Friday Death Count tracked 17 deaths and over 100 injuries tied to Black Friday shopping between 2006 and 2021. Since then, reports of shopper brawls in parking lots and physical altercations in store aisles have only increased. For what? A slightly cheaper TV or gaming 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 drives millions into a frenzied shopping spree? The answer lies in how marketers, media outlets, and even the entertainment industry have shaped our perception of consumption, embedding it deep into our cultural psyche.
A Manufactured Holiday
The term Black Friday originated in the 19th century, describing financial panics and economic downturns. But in the 1980s, retailers reclaimed the phrase, flipping its meaning. No longer a day of dread, Black Friday became a celebration of profitability—a day when businesses shifted “from the red” (losing money) to “the black” (making money).
Retailers promoted aggressive “doorbuster” deals, extended hours, and advertisements hyping up the post-Thanksgiving shopping spree. Today, the holiday season accounts for as much as 30% of annual retail revenue. In 2023, the average American spent nearly $900 on holiday shopping, with Black Friday alone raking in tens of billions of dollars, and this year’s holiday season is expected to rack up an eye-popping $1 trillion.
In the United States, Black Friday’s dominance was fueled not just by advertising but also by pop culture. Media and entertainment have glorified the thrill of the hunt for deals, normalizing frenzied consumption. From TV shows highlighting extravagant holiday shopping to influencers showing off Black Friday hauls, the entertainment industry plays a significant role in perpetuating the myth that this is a holiday we should all participate in.
The Cult of Consumption
In my book, Hoodwinked: How Marketers Use the Same Tactics as Cults, I 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 they’re deployed:
- Deceptive Practices: Retailers often manipulate prices to make deals appear better than they are. A laptop advertised at 40% off may have had its price inflated in the weeks prior, 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 buying habits and recommend products that maximize profits—not necessarily value. Every click, search, and purchase feeds algorithms designed to keep you spending.
- Using Your Data Against You: Digital surveillance underpins modern retail. Companies track your online behavior, purchasing habits, and even 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 GDPR, Americans are largely at the mercy of data brokers, who claim to have thousands of data points on nearly every citizen.
- Rage Farming and Social Media Manipulation: Social media influencers play a crucial role in driving holiday consumption. The concept of “rage farming”—provoking anger to drive engagement—keeps users glued to their phones, scrolling through endless content. Each like, comment, or share reinforces compulsive behavior, pulling users into an anxiety-driven cycle of consumption.
Platforms like TikTok, Instagram, and YouTube turn holiday shopping into a spectacle. Hashtags like #BlackFridayDeals and #HolidayHauls flood feeds, 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—they’re something you opted into. This perceived intimacy makes consumers more receptive to messaging. Research shows email marketing often outperforms social media influencers in driving purchases, even though platforms like TikTok dominate the cultural narrative with trends like #TikTokMadeMeBuyIt.
- The Illusion of Social Proof: Seeing others engage in behavior—lining up outside stores, sharing shopping hauls, or posting about “can’t-miss deals”—triggers a herd mentality. Social proof makes us believe consumption is not just normal but necessary for social acceptance.
The Role of Media and Entertainment
The media and entertainment industry have been complicit in creating the cultural phenomenon of Black Friday. From news coverage glorifying doorbuster deals to holiday movies romanticizing the act of 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 yet deeply desired.
Even the entertainment industry’s own marketing strategies—early access to streaming deals, exclusive merchandise drops, or partnerships with retail giants—mirror the same tactics used by traditional retailers.
A Path Forward
The tide may be turning. The #Deinfluencing trend, which gained traction in early 2024, encourages consumers to reject overconsumption. Younger audiences, especially Gen Z, are becoming more aware of the environmental and psychological toll of compulsive shopping. They are choosing experiences over material goods and opting for mindful consumption.
As the holiday shopping season kicks into high gear, it’s worth reflecting on the systems that drive us to spend. Do we really need more stuff? Or would we be better off stepping away from the buy button, enjoying time with loved ones, and considering the planet’s needs?
For a deeper look into how consumer manipulation works, stream Buy Now! The Shopping Conspiracy Theory on Netflix starting November 20. Let’s start questioning the cult of consumption—and finding our way out of it.
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