November's shopping trap: what happens in our brain when we are exposed to sales?

Consumer affairs reporter Merav Kristal and Dr. Liraz Margalit explain how November sales affect the brain and lead to higher-than-planned spending. Kristal recommends preparing a list in advance, setting a strict budget, and tracking prices; Margalit explains the psychological mechanisms that increase the perceived value of products in the consumer's eyes.

ynet consumer affairs reporter Merav Kristal and Dr. Liraz Margalit, a researcher of behavior in the digital age, explain the psychological mechanisms behind November sales. Kristal recommends preparing a list in advance, setting a strict budget, tracking prices before the month begins, and installing a browser extension for price comparison. She warns against purchasing items over $75 to avoid customs duties. Margalit explains that the word "sale" activates brain mechanisms that increase the perceived value of products, and sometimes items that are not interesting in routine take on a different meaning. The article reviews the origins of the sales: Black Friday in the US, China's Singles' Day initiated by Alibaba, and the Israeli ShoppingIL launched by Google in 2014.