Kajal Aggarwal, an illustrator centered in Lajpat Nagar, says, “I have a lot of makeup from every manufacturer, but when I observed the 40% discount on the color that night, I couldn’t help buying it.” She goes on, “In fact, I purchased 12 shades of lipstick as these last 12 hours and I was speechless it when I saw the deal I was becoming!”

Could you connect this to a particular movie ? Refer to the 2009 book “Confessions of a Shopaholic.” Clinical psychologist Vandana Choudhary of AIIMS, Delhi, observes, “In our current era defined by constant consumption, there’s a tendency to acquire and discard without much thought about usefulness or durability.” Choudhary points out that younger generations, particularly during heavily promoted events like Black Friday across their favorite social media platforms, are more inclined towards sales pitches. Online sales tactics often push consumers to make swift decisions rather than deliberate choices. While shopping can be therapeutic, moderation is crucial. Each person expresses themselves uniquely, and as long as self-validation is prioritized over external validation, owning possessions isn’t inherently risky. However, feeling pressured to buy more items even after self-indulgence could signal an underlying issue.

Child psychologist Rachna Bhargav of AIIMS, Delhi, adds her two cents, pointing out that we overexcite young brains with objects. Social networks have led to a rise in the amount of happiness and goods that younger people consume.Demonstrating your new skills is undoubtedly important, especially to the younger generation. Children are losing focus and only thinking about the race to have more because of the current sales and the need to write them. When all three of them offer discounts, adolescents now opt to purchase multiple items from all three platforms rather than just one. As the promises appear too good to be true, they soon begin to fear becoming victims of a scam as well. They therefore wonder what’s in the package, when it will arrive, and when they can open it and perform the show. In an effort to lessen the anxiety surrounding “What happens if something goes wrong? ” Additionally, they desire to capitalize on the opportunity as soon as possible.They put a lot of strain on themselves when they shop online. The kitchen needs to be cleared of this pressure cooker.”

In the vicinity, there’s a shared recognition of someone eagerly awaiting the delivery of their online order, as highlighted by Bhargav. This anticipation is heightened by the increased anxiety resulting from numerous orders during the sale, which raises the likelihood of receiving an incorrect package. Need more convincing? Consider the experience of Leena Sharma, a senior manager at a pharmaceutical company in Faridabad. Sharma recounts her recent purchase during the Diwali sale—a labeled dress from a luxury e-commerce site, snagged at a 35% discount for ₹5,999. However, upon unpacking the parcel, she was surprised to find the dress’s color differed significantly from the one displayed online, disappointing her festival-day plans. Unfortunately, due to the sale conditions, there was no option for an exchange or refund, leaving Sharma disheartened. Despite this setback, she acknowledges that dressing up for Diwali isn’t a pivotal concern. While Sharma admits her weakness for Black Friday sales, she aims to reduce anxiety by opting for deals that guarantee a replacement in case of defective products.