Guest Column: CUNY ProfDr.
Dr. Einsteinalsois a featured contributor in the newNetflixdocumentary, Buy Now!
The second the doors were unlocked, chaos ensued.
Black Friday shoppers hitting the storesTom Pennington/Getty Images
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This horrific event wasnt an isolated incident.
Since then, reports of shopper brawls in parking lots and physical altercations in store aisles have only increased.
A slightly cheaper TV or gaming console?
Sandy Huffaker/ Getty Images
So how did this madness start?
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.
In the United States, Black Fridays 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.
Just like cults, marketers exploit vulnerabilities, create in-groups and out-groups and play on emotions to drive behavior.
Black Friday exemplifies these tactics.
Heres how theyre deployed:
Online shopping platforms are no better.
Every click, search and purchase feeds algorithms designed to keep you spending.
Platforms like TikTok, Instagram and YouTube turn holiday shopping into a spectacle.
A Path Forward
The tide might be turning.
The #Deinfluencing trend, which gained traction in early 2024, encourages consumers to reject overconsumption.
They are choosing experiences over material goods and opting for mindful consumption.
Do we really need more stuff?
For a deeper look into how consumer manipulation works, streamBuy Now!
The Shopping Conspiracy Theoryon Netflix starting November 20.
Lets start questioning the cult of consumption and finding our way out of it.
