But the truth is that this model is outdated. It no longer aligns with how modern consumers want to shop. People are more aware of the psychological tricks built into retail experiences. They’re increasingly sceptical of whether the so-called deals are genuine. And most importantly, they’re tired of being pressured into buying things they didn’t plan for, don’t need, and often end up returning.

A shift in consumer values

From my standpoint, we’ve seen a real shift in mindset. Today’s shoppers aren’t simply bargain-hunters chasing the thrill of a quick discount. They’re value-driven, intentional, and more informed than ever. They want transparency – real signals about real savings, not artificially inflated prices slashed for one chaotic weekend. They want sustainability, choosing to support brands and platforms that prioritise environmental responsibility. And they want to feel good about their purchasing choices, not guilty about contributing to overconsumption.

Black Friday, in its traditional form, works against all of these values. Beyond the overflowing shopping bags and endless checkout lines, it carries a heavy environmental toll. The rush of purchases triggers a surge in manufacturing, shipping, packaging, and returns, all of which create significant carbon emissions. Many goods are produced specifically for discount-driven events, often using cheaper materials that don’t last. The cycle is unsustainable, and consumers increasingly know it.

How AI can transform the way we shop

This is where AI offers a better path forward. Rather than compressing all supposed value into a single weekend, AI can personalise savings and discovery year-round. By analysing real-time pricing, historical trends, product quality signals, and market fluctuations, AI-driven platforms can surface genuine, meaningful deals as soon as they appear. No countdown clocks. No panic. No need for shoppers to wait 11 months for the “best” price.

Even more powerful is AI’s ability to elevate pre-loved products. items with plenty of life left that offer the same functionality as new ones at a fraction of the environmental and financial cost. AI can match shoppers with the right second-hand items based on their needs, preferences, and budget, creating a seamless experience that respects both the planet and the wallet.

Cutting through the noise of fake deals

It’s time to acknowledge the uncomfortable truth: many Black Friday “deals” aren’t deals at all. Prices are often raised in the weeks prior, then discounted to appear dramatic. Products are bundled in ways that obscure their true cost. Shoppers buy items they never intended to purchase simply because a timer is counting down.

AI has no patience for this kind of smoke and mirrors. It cuts through the noise by clearly showing when a price is genuinely competitive, when a product is truly high quality, and when a purchase is actually worthwhile. For consumers, this means more confidence, less impulse spending, and fewer returns. For retailers, it means smarter inventory management, reduced overproduction, and healthier margins without relying on a single weekend of aggressive discounting.

Reimagining Black Friday for the future

At JoinDig, we’re building a marketplace where new and pre-loved items sit side by side, and where shoppers can see the best value option, not just the newest one. Imagine a world where “Black Friday” isn’t a frantic, once-a-year event but an everyday experience powered by transparency and intelligent discovery. A world where buying better replaces buying more.

If we embrace what AI can offer, we can transform Black Friday from a flashpoint of consumerism into a model for how we should be shopping all year long: thoughtfully, sustainably, and with genuine value in mind.

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