Black Friday is only a week away, and for avid bargain-hunters, it nearly ranks as a holiday in its own right. Retailers count on the Christmas shopping season to comprise the bulk of their sales for the year — and in 2009, when retail sales have been particularly dismal, Black Friday will be more important to their bottom line than ever.
CNNMoney.com interviewed Brad Olsen of GotADeal.com, who said that Target’s Black Friday markdowns, for example, will be “pretty aggressive” this year:
Olson said Target’s Black Friday “doorbuster” deals, or the extra juicy sales given for a limited time to early shoppers, look very attractive.
These include a Westinghouse 32-inch LCD HDTV for $246. “The $246 HDTV is the lowest price that we’ve ever seen for that model,” said Olsen.
Also in the ad: $3 Chefmate appliances such as toasters, coffeemakers and sandwich makers; a 40-inch Apex 1080p LCD HDTV for $449 with a $10 gift card; a TomTom GPS for $97; a Garmin GPS for $179; an RCA dual-screen portable DVD player for $88; a $39 Polaroid V 130 Camcorder; 50% off on select toys; and children’s clothing for between $5 to $7.
But before you get too excited about flat screens for under $250, it’s important to remember that retailers are using a psychological trick called “the scarcity principle” to entice you to spend.
Offering limited-time deals on a controlled supply of merchandise is a way that retailers make you think you will never get a discount as good as this one right here ever again. We give extra value to objects we perceive as rare, and there’s social cachet in being able to brag about what a great deal you got on that Blu-ray player.
But we have to burst Black Friday’s bubble: Consumers who get sucked into deals on stuff they don’t need are falling for the oldest marketing trick in the book. Not that saving money on items you were honestly planning to buy anyway is a bad thing — just make sure you really do need whatever it is that makes you get in line as soon as the turkey leftovers are in the fridge.

With the holidays approaching, many Americans will find themselves on airplanes en route to family and friends. And with air travel come the constant frustrations of long lines and baggage fines.
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