Picture this: it’s still dark outside, but people are already lined up outside stores. Others sit at home glued to their smartphones, browsing the internet, watching online shopping carts fill up. The excitement is real, but so is the fear of missing out (FOMO).

Black Friday has turned into more than a shopping day—it’s a symbol of consumerism, advertising, and holiday stress. While it promises deals, it can also leave people with financial anxiety and heavy credit card bills. But here’s the good news: with some self-awareness and mindful spending, you can survive the chaos—and even enjoy it.

What is the psychology of consumerism?

Stores and online retailers know exactly how to grab your attention. They use marketing tricks like countdown clocks, “only 2 left” alerts, and colorful ads to trigger fear and emotion.

This isn’t new. Over a century ago, economist Thorstein Veblen wrote about conspicuous consumption—the idea that people often buy things to show off, not because they need them. Today, thanks to social media and problematic smartphone use, those same habits are magnified.

In other words, we’re not just shopping for goods—we’re buying into a culture of consumerism and planned obsolescence (when products are made to wear out so you’ll buy more).

What are the dangers of holiday stress?

Those “deals” can come with a price. After the holiday rush, many people are left with empty bank accounts and growing debt. Overspending on credit cards, debit cards, or loans can lead to months of stress—and sometimes even trouble paying the mortgage or withdrawals from savings accounts.

On a bigger level, our shopping habits affect more than our wallets. While consumer spending boosts the economy and gross domestic product (GDP), it also contributes to economic inequality, waste, and the overuse of natural resources. The push for “buy more” not only strains our finances but also harms the natural environment.

How does FOMO affect holiday stress?

Black Friday is powered by one emotion: FOMO. Sales make us feel like if we don’t buy now, we’ll lose out forever.

What is FOMO?

You’ve probably heard the term FOMO tossed around—especially around big sales, social media posts, or when someone says “you should’ve been there!” But what exactly is it, and why does it matter during something as charged as Black Friday?

FOMO, short for Fear of Missing Out, is that nagging feeling that others are having meaningful experiences you’re missing. It can make you anxious, restless, or overly impulsive. You see a deal flash by, or a friend’s post about a cool purchase, and suddenly you feel pressure to act—before you miss your chance.

According to an article by the American Psychological Association (APA), FOMO shows up most when people compare themselves to what others are doing, especially online. The more you see friends or peers taking part, the harder it becomes to ignore that inner voice saying, “Maybe I should be there too.”

Here’s what makes FOMO tick (and how it shows up):

Social comparison and visibility

On social media, we tend to see the highlight reels of others’ lives—sales won, trips taken, gifts bought. That can make your own experience feel less than.

 

Scarcity and urgency

Flash sales, “limited quantities,” “only a few left”… all these cues trigger a sense that time is running out, heightening FOMO.

 

Emotional ups and downs

When FOMO kicks in, it can lead to anxiety, regret, or dissatisfaction. Your brain keeps asking, “Did I miss something better?”

 

Impulsive Behavior

The pressure can push you into impulse purchases and buying things you don’t really need, just to feel included or “on-trend.”

 

Because FOMO is tied to emotion, attention, and comparison, it can hijack your better judgment — particularly during high-pressure shopping events. Recognizing it is the first step in taking it back.

FOMO can trigger symptoms of generalized anxiety disorder or social anxiety disorder. Our brains react strongly to scarcity—when we think something is running out, our memory, cognition, and emotions push us to act fast.

Add problematic social media use to the mix, and the pressure gets worse. Notifications, ads, and posts from friends showing off their purchases can lead to unhealthy spending habits and impulse purchases.

What is mindful spending during the holidays?

Here’s the truth: you don’t have to fall into the Black Friday trap. With some planning, you can shop with less stress and protect your financial health.

• Try these mindful spending tips:
• Set a budget. Decide how much you can spend without hurting your finances. Stick to it. 
• Track expenses. Keep an eye on your bank account and note what you spend. 
• Pause before buying. Ask yourself if it’s a need or just clever advertising. 
• Use cash or debit. Avoid relying too much on credit cards or loans. 
• Lean on resources. If you’re feeling overwhelmed, groups like the National Foundation for Credit Counseling and financial counselors can help. 

Building financial literacy and money management skills doesn’t just protect your wallet—it eases your holiday stress too.

Why are holidays difficult for some people?

For many, the holidays are filled with joy, family traditions, and celebration. But for others, this time of year can bring unexpected holiday stress and emotional challenges. Money worries are often the first thing people think about, but financial pressure is only one piece of the puzzle. Overspending on gifts, travel, or entertaining can create financial anxiety, drain bank accounts, and add to credit card debt. On top of that, shorter days and less sunlight can trigger Seasonal Affective Disorder (SAD), leaving some people struggling with depression, fatigue, and disrupted sleep.

The season can also highlight feelings of loneliness or isolation, especially for those without close family or friends nearby. For many, it stirs up grief—missing loved ones who have passed or who can’t be present makes traditions feel incomplete. Even family gatherings can be complicated, sometimes sparking conflict or reopening old wounds. Cultural and social media pressure add another layer, setting unrealistic expectations for a “perfect holiday” and leading to shame or disappointment when reality doesn’t measure up.

Other challenges include addiction triggers from holiday parties, overcommitment from trying to “do it all,” and the relentless push of consumerism and advertising, which can make people feel like they’re falling short if they don’t buy more.

How to cope with Black Friday

Black Friday doesn’t have to revolve around chasing the biggest discounts. You can flip the script by focusing on what truly adds meaning to your life.

• Choose simple living and frugality. Spend on things that bring real value, not just more clutter in your home. 
• Invest in experiences. Memories with friends and family often create far more life satisfaction than another gadget or piece of clothing. 
• Practice sustainability. Pick items that last and be mindful of the environmental impact of your purchases. 

Shifting your mindset in this way protects both your financial life and your mental health. It also helps fight against overconsumption and environmental degradation.

The holidays can stir up feelings of stress, sadness, or even grief. That’s why it’s important to care for yourself, not just your wallet. Simple practices like meditation, exercise, gratitude, and relaxation can ease tension and boost your mood. Developing self-awareness helps you notice when emotions—such as fear, anger, or loneliness—are steering your decisions.

If these feelings sound familiar, practicing self-compassion, self-care, and healthy coping strategies can make all the difference.

When to reach out for help

Signs it may be time to seek support:

• Ongoing anxiety or depression that doesn’t ease up 
• Feeling overwhelmed by holiday stress or financial anxiety 
• Strained relationships or constant conflict with loved ones 
• Using alcohol, shopping, or other habits to cope with emotions 
• Trouble sleeping, eating, or focusing on daily tasks 
• Feeling isolated, hopeless, or like you can’t manage on your own

If you notice ongoing or severe symptoms, reaching out to a mental health professional may help.

Pacific Health Group is a trusted provider of therapy and counseling services, offering individual therapy, family therapy, and couples counseling. With licensed mental health professionals and accessible telehealth options, we’re committed to compassionate, evidence-based care.

And remember—if stress ever escalates to thoughts of self-harm, know that suicide prevention resources and crisis lifelines are always available. You are not alone. Call us at 1-877-811-1217 or visit www.mypacifichealth.com for more information.