"BLACK FRIDAY" AND OTHER DISCOUNT ILLUSIONS
The "Black Friday" myth: more show than substance
Once a year, the retail world transforms into a battlefield of percentage signs. "Black Friday"—or rather, the global holiday of rampant consumerism—has been touted for years as the ultimate shopping highlight. Those who don't participate seem to be missing out. But is that really the case?The origin of “Black Friday”
Black Friday is originally an American shopping event. The term originated in Philadelphia. In the 1950s, the annual American football game between the Army and the Navy took place there on the Saturday after Thanksgiving. Fans, who had already arrived the day before, flocked to the city to do their Christmas shopping. The influx of tourists, football fans, and Christmas shoppers led to massive traffic jams and gridlock, requiring the entire Philadelphia police force to be deployed.Because all personnel were needed, officers were not allowed to take the Friday after Thanksgiving off. To manage the massive event, the entire force had to work an exceptionally large amount of overtime. This led to the police referring to the day as "Black Friday." This name had become established in the 1960s.
Black Friday: the prime example of discount illusions.
Black Friday is no longer just a single day. It has evolved into an entire season: Pre-Black Friday, Super Deals, Cyber Week, Cyber Monday. The result is a constant barrage of discounts that hardly anyone can keep track of anymore.
Discounts activate the brain's reward system and have a similar effect on many people as a rush of happiness. The belief that one is getting a "bargain" often triggers satisfaction and impulsiveness. Statistically, however, up to 90% of Black Friday deals are not real bargains.
Discounts activate the brain's reward system and have a similar effect on many people as a rush of happiness. The belief that one is getting a "bargain" often triggers satisfaction and impulsiveness. Statistically, however, up to 90% of Black Friday deals are not real bargains.
- A large proportion of the "deals" are no cheaper than during the rest of the year.
- Many products are produced specifically for such promotions – often cheaper, less durable and of lower quality.
- Retailers often use discount days to get rid of stock that they otherwise couldn't sell.
- Only a very small proportion of the offers are truly advantageous in terms of price.
Black Friday promises a lot – but often in the end only the illusion of a bargain remains.
What extreme discounts really achieve:
- Promotional campaigns offering limited-time discounts artificially pressure consumers, leading to impulse purchases. The fear of missing out (FOMO) is fueled. As a result, consumers invest in products they don't need, and return and waste rates increase.
- They promote the overproduction of predominantly inferior goods, leading to higher CO₂ emissions, unnecessary resource consumption and ultimately more waste.
- They put pressure on supply chains and lower the value placed on products and people. To enable low prices, companies have to cut costs elsewhere. This results in lower wages, increased production pressure, and unfair working conditions.
- Discounts are often based on artificially inflated recommended retail prices or are the result of manipulated before-and-after prices. This creates distrust and, in the long run, undermines confidence in fair, genuinely calculated prices.
Why true values are timeless
A good product doesn't suddenly lose its value just because it's the end of November. The prices of the TOM RIPLEY collection are calculated honestly and fairly all year round. We value the materials, the craftsmanship, and everyone involved. We want our products to be bought because they are compelling and appreciated – not because of short-term discounts.
Style and value awareness – an Italian perspective on consumption
The Italian craftsmanship that TOM RIPLEY represents emphasizes respectful production, fine materials, and a sustainable style. True value isn't created through consumerism. It arises from respect, transparency, and a commitment to quality.
Just as a good meal with family and friends can never be replaced by the hectic pace of a fast-food snack, the mindful purchase of a high-quality cardigan or polo shirt from TOM RIPLEY is more than the short-term thrill of a sale day.
It's about enjoyment – about the feeling of "Dolce Vita in perfection".
It's about enjoyment – about the feeling of "Dolce Vita in perfection".