Black Friday deals promise big savings. But are the discounts real? Explore shopping psychology and the rise of travel deals.
Do you remember the images from the United States, with hundreds of people waiting outside stores, rushing in as soon as the doors open? For years, this was the defining image of Black Friday. Times have changed, but the anticipation remains. The queues have moved to our screens, and the hunt for deals now begins with just a few clicks.
You search for something you have had your eye on for a while, compare options, keep track of offers and wait for the right moment to buy. Sometimes, however, the discount is much smaller than you expected, or the original price was not quite as attractive as it seemed.
How did this shopping tradition begin? What does the name Black Friday really mean, and how did a day once associated with queues outside stores become a global phenomenon?
Where did Black Friday begin?
The story takes us to Philadelphia, USA, in the 1950s. The police used the term Black Friday to describe the heavy traffic and chaos on the streets on the Friday after Thanksgiving, a major American holiday. Thousands of visitors flooded the city as the Army–Navy game approached, a popular annual American football match between the United States Military Academy and the United States Naval Academy.
Later, retailers gave the term a new meaning. Black Friday became associated with the day, when stores moved from operating at a loss to making a profit. Gradually, the day took on the commercial character we recognise today.
How did it become a global phenomenon?
What began as an American shopping tradition quickly crossed the borders of the United States. Major retail chains, e-commerce and international campaigns brought Black Friday to audiences around the world.
Today, there is no need to wait outside a store. Your phone is all you need. Deals appear everywhere, often several days before the official date.
Why are we so drawn to discounts?
A big discount immediately catches our attention. A countdown creates anticipation. And when you see messages on your screen saying that “15 people are viewing this product now” or that “only 2 items are left”, you start thinking you need to act quickly. Phrases such as “Today Only” and “Last Chance” add to the pressure to buy fast, without always giving you enough time to consider whether you really need what you are looking at.
Black Friday is not just about price. It is also about the anticipation of a great purchase and the satisfaction of finding something at a lower price, even when it was not something you really needed.
Are the discounts really that big?
An impressive percentage does not always mean a genuine bargain. A price may look low, but it may not be the lowest the product has ever been sold for.
That is why it is worth checking the previous price and comparing options before making a decision. A good deal is one that meets a genuine need, not simply the one with the biggest percentage off.
What are Greek consumers really looking for on Black Friday?
According to the EY Future Consumer Index Greece 2026 survey, Greek consumers are mainly interested in clothing and accessories (61%), technology and electronic devices (59%), and household appliances (42%).
What is interesting is that many people do not wait until Black Friday to decide what they want. They wait for a better price. Some 26% plan to make purchases they would have made at a later date anyway, while 25% have postponed specific purchases in anticipation of the sales. At the same time, 43% say they are sceptical about whether discounts are genuine.
Looking at international trends, the picture is slightly different. According to DHL’s 2025 global survey, electronics lead Black Friday purchases (37%), followed by clothing (32%) and footwear (26%). Home furnishings, sports and leisure products, and beauty items also feature among popular shopping categories.
And what about travel? How are travellers and hotels responding to the Black Friday season?
According to research by the Athens University of Economics and Business, the share of participants, who purchased travel services during Black Friday increased from 25% in 2024 to 63% in 2025. This trend shows that deals are now also an opportunity to plan our next getaway, looking for better prices on travel services and accommodation.
Where can you find Black Friday deals?
For Black Friday deals, international platforms such as Amazon offer a wide range of products, while Booking.com, Expedia and Hotels.com are worth checking for travel and accommodation offers. Useful sources of information about latest deals provide also the official websites of your favourite brands.
