Black Friday, otherwise known as a shopping extravaganza, has reached us in Sakartvelo too, having become one of the most market-savvy days on our retail agenda. This time around, it hits on 29th of November. This is the first Friday after the last Thursday of November, that famous Thanksgiving celebration. The Black Friday commercial tradition originated in America and has today gone far beyond its boundaries, knocking even on our doors, bringing about numerous trade deals and merchandise discounts.
Could there be anything better than slashed prices on almost every salable item before the New Year rolls in? The emulation of Black Friday by our tradespeople might be a tremendously attractive idea, but the question is if it is always sensible to go so enthusiastically after a good example: in the first place, Georgia might inadvertently turn itself into yet another contributor to environmental pollution on Black Friday, which already sees tons of quickly generated waste needing to be discarded in a very short period of time. Secondly, on top of the ecological price we are paying, Black Friday’s emotional consequences are similarly momentous. It is well-known that the pressure becomes awfully forceful in expectation of the sale event. This culture of urgency can also lead to the impulsive purchasing of goods, goods which are often not at all needed. Thirdly, Black Friday bargains, based on their innate character, inspire overconsumption, which is the root of all purchasing evils.
Incidentally, to counterbalance Black Friday, certain agile brains have invented a new trend in sales promotion philosophy, called Green Friday, suggesting solid markdowns on eco-friendly items. This picture could repeat itself in Georgia too, what with our proclivity to readily copycat the Western means and ways. There are other rational ways to construct more watchful Black Friday discounts around the world, including in Georgia, although the Steals & Deals’ tricks and ruses in Sakartvelo might not be as subtle and sophisticated as they are in the contemporary West. But we are catching up!
The purchasing mindset we see during sales events such as Black Friday, encompasses a variety of different buying behaviors. For instance: go for indispensable items only, planning well in advance; invest in durable, high-quality goods to lessen the probability of waste; and look for firms with eco-friendly initiatives. These and other tips will help quite seriously if kept in mind at all times.
The big shopping season is here, and it’s the same in Georgia. We’ve got to be ready for it, which means Black Friday is only useful for people who know what they’re doing. To be one of those smart buyers, we need to do our homework and learn what’s really worth it. With huge crowds, crazy discounts, and sales everywhere, it’s all about knowing how to navigate the madness.
That said, Black Friday also faces public skepticism, with many wondering whether the discounts are truly significant, leading us to hesitate before opening our wallets. This doubt is not entirely unfounded. At the same time, the psychological pressure to experience Black Friday deals firsthand also plays a role. And, in addition to everything else, Black-Friday-a-la-Georgia has triggered disputes about consumerism and its clash with traditional Georgian values.
Indeed, Black Friday in Sakartvelo is a fascinating example of how global marketing marvels might be planted in new cultural soils, but while it makes shoppers feel happy, it also suggests a number of frustrations. For our local consumers, the aim is not to weaken the critical eye. Regardless of how we choose to respond—whether embracing or questioning Black Friday—it’s clear that the event has become a lasting fixture in our culture.
Op-Ed by Nugzar B. Ruhadze
