Why Black Friday Turns Shoppers Into Fierce Competitors

Black Friday draws crowds with its promise of deep discounts, but the event also triggers intense competition among shoppers. Research by Bridget Nichols, an associate professor at Northern Kentucky University, reveals how scarcity and competitive emotions shape consumer behaviour on this chaotic shopping day. Her findings, highlighted in a New York Times report, explain why some shoppers push, grab, or even fight over limited-stock items. The frenzy of Black Friday stems from deliberate scarcity tactics. Retailers intentionally limit product quantities, creating a sense of urgency that fuels what Nichols calls 'consumer competitive arousal.' This heightened state can lead to aggressive behaviour, such as shoving or snatching items from others. Yet, for many, the thrill of competition becomes part of the appeal.

Nichols notes that shoppers often bond over the shared intensity of the experience. Friends and family who join the hunt may even reinforce negative actions, mistaking them for excitement rather than misconduct. Despite the chaos, studies show that participants take great pleasure in the event's hedonistic atmosphere. The professor advises shoppers to pause and recognise their competitive impulses. She points out that most deals reappear later, reducing the need for aggressive tactics. Her research also draws parallels to past retail events, like the 'Running of the Brides' sales at Filene's Basement stores. Originally held in Boston and New York, the event later expanded to cities including Chicago, Philadelphia, Washington D.C., and Los Angeles—each time sparking similar waves of competitive energy.

Black Friday's mix of scarcity and excitement continues to drive extreme shopping behaviour. Nichols' work highlights how retailers design the event to amplify urgency, while shoppers often overlook the long-term availability of discounts. Understanding these patterns could help consumers approach the day with more restraint—and less risk of conflict.