Sales Season, Mental Health, and Scams
The Psychology Behind Sales Pressure
Why sales seasons like Black Friday trigger stress, urgency and impulsive buying — and how this affects your decision-making.
How Scammers Exploit Sales Season Chaos
How scammers use time pressure and emotional overwhelm during major sales, including the most common scams to watch for.
Mindful Strategies for Safe, Stress-Free Shopping
Practical mindfulness, cyber safety and financial wellbeing strategies to help you shop safely and stay in control.
Mindful Sales Shopping: Avoid Online Scams and Protect Your Wellbeing
Throughout the year, there are major sales – one you may have heard of is ‘Black Friday’. Our social media platforms and television channels are adorned with the latest price slashes. What ensues is an urge to snap up our wants, needs, desires, and Christmas presents for a bargain. These marketing strategies are designed to push us to make immediate, impulsive purchases.
However, do we step back and consider how our emotional wellbeing is affected? Financial stress isn’t dismissed just because a sale hits, nor are scams, which are in abundance during this time of year. As such, here is your guide to protect your mind and wallet during the biggest sales of the year!
Why Sales Create Stress, Urgency and Impulsive Buying
Sales create time pressure and emotional overwhelm, which reduces your ability to process information clearly and increases impulsive spending. There are many compounding factors that complicate our decision-making processes during sales like Black Friday. There could be an item that’s caught our eye, and we’ve been putting it off, but then we see, in all its glory, the big “10% off” sign.
More often than not, deals are also accompanied by time pressure. Clock countdowns and limited-time offers can obscure our ability to keep our impulsivity at bay. Other psychological triggers include:
- A fear of missing out.
- The dopamine rush when we hit purchase.
- Loss aversion – the fear of missing out on a deal, which can cause a sense of regret.
”“The pressure to participate in Black Friday can create genuine stress and anxiety. There’s the worry about missing out on deals, the comparison with others who seem to be getting incredible bargains, and the nagging feeling that everyone else is winning while you’re losing.
For those already experiencing financial stress, Black Friday can amplify difficult emotions. The constant messaging about spending can feel alienating when your budget is tight. The pressure to buy gifts or treat yourself can clash painfully with financial reality.”
The Wellbeing Collective
How Time Pressure Affects Your Decision-Making
Many of us will have been under significant time pressure. Think work: when a project is due or a catastrophe strikes, we may feel the pressure mounting. This can be true for a range of situations – especially shopping. Research shows that time pressure truncates our information-processing window, limiting our ability to make accurate decisions. We can feel overwhelmed when under pressure, leading to information overload. Ultimately, this hinders our ability to be risk-averse and to make calculated decisions.
With research showing that 80% of Aussies make impulsive purchases, EOFY or Black Friday could most definitely act as a catalyst for these decisions. But what can follow, according to The Wellbeing Collective, is:
- Buyer’s remorse
- Financial stress
- Credit card hardship
- And more
So, let’s explore how stress affects both our decision-making abilities and risk awareness…
Decision Making
- Restricted Processing: When we’re faced with time pressures, we may feel overwhelmed and unable to make an informed decision. This leads to less time to accurately process information. In the sales world, with only a finite amount of time to make a purchase, we may become overwhelmed and click away without thinking.
- Simple strategies: We may hit the shops with an idea in mind, but with time constraints and large crowds, that strategy may go out the window. Similarly, when we shop online, depleting stock numbers and rolling clocks can make us click anything and everything to get the item we’re after.
- Risky decisions: When faced with time pressure, many of us may feel less inclined to take a moment to calculate the risks. This could be clicking on a rogue link to a website we’re unfamiliar with because the item we’re after has the biggest discount. Equally, we may see a sales email and click the link without thinking. This is a scammer’s art – but we’ll get to that shortly.
Risk Awareness
- Reduced sensitivity: Many of us have been there when time is crunching down, and we need to make a decision fast. This can lead to dismissing our uncertainty alarm bells. Before we know it, the risk we took could lead to suboptimal outcomes.
- Emotional decision making: Emotional responses can run riot when time is of the essence. Emotional purchasing can blind our rational decision-making, leading to riskier purchases and online clicking.
- Risk-seeking behaviour: We’ve all heard “risk versus reward”. When time pressures are in play, we may be less capable of making safer decisions, opting for the riskier option that has a chance of offering greater reward. However, in many cases, it’s quite the opposite.
Sales, Scams & Stress: Snapshot
Seasonal sales can feel exciting, but the numbers tell a different story. Here’s how impulsive buying, scams and rising fraud are affecting shoppers’ wallets and wellbeing.
80%
of Aussies make impulsive purchases
Big sales like EOFY and Black Friday can act as a catalyst, turning “just browsing” into unplanned spending.
Source: The Wellbeing Collective
$122m
lost to scam sales tactics
Seasonal sales scams account for 47% of overall scam losses, driven by urgency, pressure and emotional overwhelm.
Source: ACCC
40%
increase in scams reported
Banks have reported a sharp rise in scam activity, making mindful, secure shopping more important than ever.
Source: NAB
50%
of fraud cases involve AI
Scammers now use AI to create realistic fake websites, imagery and messages that can be hard to spot under time pressure.
Source: Feedzai & Australian Banking Association
Why Scams Surge During Seasonal Sales
Now, we’ve spoken to risk. This is where scammers thrive. Seasonal sales are all about time pressures. Quite honestly, it’s a clever marketing tactic. However, under the surface, scammers exploit these pressures to capture your information. But why do scammers exploit emotional overwhelm during sales?
Well, it’s pretty simple: when emotional and time-pressured actions shroud our decision-making powers, we can be less cautious. As a result, scammers utilise these factors to optimise on our quick clicks. During busy discount periods, scammers create websites, ads and social media accounts in the hope you’ll click away with little thought. Such methods have resulted in $122 million in losses (47% of overall scam losses), the ACCC reports.
”“Scammers love Black Friday sales… because they know shoppers are looking for bargains and they rely on creating urgency and pressure that can come with a busy shopping period.”
ACCC Deputy Chair, Catriona Lowe.
How Scammers Exploit Black Friday & Holiday Chaos
Scammers use the sales season to catch you off guard. They deploy a series of tactics because they know your decision-making shields are lowered. Statistically, NAB has reported that scams have risen by 40%. That’s why we need to be mindful when we’re perusing online shopping. Knowing what methods scammers use to prey on your online shopping habits is key. Here are some of the ways scammers try to exploit potential victims:
- Fake shopping websites (otherwise known as ghost stores)
- Emails and SMS with malicious links
- Fake advertising and online messaging
- Fake social media channels
These methods have become more professional over time. Fake websites can appear at the top of internet searches, appear in our social media feeds, or appear in our text messages. Often, they are indistinguishable from the online retailers we know and love.
With the rise of AI, scammers have benefited. According to Feedzai, 50% of fraud cases have involved AI. They use AI to create fake imagery and videos, artificial voices for phone calls, or personalised messaging for fishing scams – the Australian Banking Association has warned.
The Most Common Sales Scams to Watch For (Australia)
1. Fake Online Stores That Look Identical to Real Brands
Scammers clone entire websites — same logo, same layout, same product range — but steal payment details instead of shipping anything.
2. “Too Good to Be True” Deals on High-Demand Items
Think gaming consoles, luxury brands, phones, perfumes, or appliances at 70–90% off. If the price seems impossible, it usually is.
3. Phishing Emails Disguised as Sale Alerts
Emails using subject lines like “Your Black Friday Order Confirmed” or “Exclusive Deal — Today Only!” They link to fake checkout pages designed to harvest your login or card information.
4. Social Media Ads Pushing Counterfeit or Non-Existent Products
Instagram, Facebook and TikTok ads can be created in minutes. Scammers run them briefly, collect money, then disappear.
5. Fake Tracking Updates and Delivery Text Messages
Messages claiming: “Your package is delayed — pay $2.50 to release it.” These could take you to a fake courier website, capturing payment info.
6. Gift Card Scams and Too-Easy Rewards
“Score a $500 gift card by completing this survey!” Often, it is a data-harvesting scheme or subscription trap.
7. Unsecured Payment Pages
These can be checkout pages without HTTPS, padlock icons, or trusted payment gateways. They are often used by fake retailers to capture credit card details.
8. “Account Suspension” Messages From Banks or PayPal
Scammers create urgency by telling you your account will be frozen unless you “verify” it immediately. Sales chaos makes this emotional hook more effective.
9. Fake Order Numbers and Support Chats
Scammers send fake “order number” emails or set up fake support chatbots that ask for your login details to “locate your order.”
10. Influencer or Marketplace Impersonation
Scammers pretend to be influencers offering exclusive deals — or they pose as sellers on Marketplace/Gumtree and ask for upfront payment, then vanish.
Mindful Shopping Strategies to Protect Your Wellbeing
Sales are golden; they’re an opportunity to save money. However, you need to understand your financial position and know when to stop. You need to think: just because it’s on sale, does that mean I can actually afford it? If you need help with your financial wellbeing, book a Financial Coaching appointment with Converge. Check if we’re your workplace wellbeing provider first!
When you approach a sale like Black Friday, here are some strategies to help you navigate the stress of online sales:
Create a calm environment and shop intentionally with a clear list.
Check links, URLs and seller legitimacy before you click.
Avoid doom-scrolling, decision fatigue and pressure-driven purchases.
Set safe spending limits and use mindfulness strategies if you feel overwhelmed.
Cyber Safety Basics: Simple Steps Before You Shop
Before you start scrolling the net for the best sales, stop and think: is your security up to scratch? Are you clicking on a legitimate ad or website? Here are some simple steps to reduce stress and increase your cybersecurity:
- Use strong passwords and MFA.
- Checking website security before purchasing.
- Enable bank notifications.
- Turn on spending alerts.
- Shop through official apps and verified retailers.
- Avoid risky Wi-Fi (such as public Wi-Fi).
- Check verified buyers’ reviews.
- Use secure payment methods (run if you see bank transfers).
- Turn on two-step authentication.
- Keep your software up to date.
- Avoid clicking links (such as in texts and emails).
- Monitor your accounts and use a VPN.
- Enable safe browsing.
- Trust your gut!
What To Do If You Think You’ve Been Scammed
If you think you’ve been scammed, take action quickly:
- Change your passwords.
- Enable two-factor authentication.
- Contact your bank to secure your accounts.
In Australia, you can also report the scam to ACCC Scamwatch and get personalised support from IDCARE. And remember: you should never feel embarrassed, and stress is normal. Scammers are highly skilled, and reaching out for help is the best next step.
Scammers are sophisticated and target people during vulnerable moments. Take a breath and speak to someone you trust. Remind yourself that being scammed is never a personal failure. What matters is getting support early and taking steps to protect yourself moving forward.
Why a Calm Mind Helps You Spot Scams
This one is in the name. Take a three-second pause and question your decision. If you think it’s too good to be true, it probably is. Use our list of common scams to watch out for and check before you click. Emotional regulation is your strongest digital defence, so don’t make impulse decisions and verify before you input your card details or click a link. A calm mind often prevails; avoid getting caught up in the hype.
If you’ve been involved in a scam or scam season is causing your undue stress, we’re always here to help. Our expert team can support you with your financial decision-making and help you manage the anxiety, stress, and pressure of the sales season. If we’re your workplace EAP, book an appointment with our expert team!
Need Support? Here are the Services we Provide!
Looking for a workplace wellbeing provider? We’re the EAP for you
Looking for a workplace wellbeing provider that supports your people year-round? Converge is here with confidential EAP services that care for your teams anytime, anywhere. Fill out the form below to get in touch!
FAQs About Safe Online Shopping
Why do big sales make me feel stressed or pressured to buy?
Major sales often use countdowns, limited-time offers and “last chance” messaging to create urgency. These tactics trigger stress and FOMO, which can cloud decision-making and lead to impulse purchases.
How does time pressure affect my ability to shop safely online?
When you feel rushed, your brain has less capacity to process information clearly. This can reduce risk awareness, increase emotional or impulsive decisions, and make you more vulnerable to scams or risky purchases.
What are the most common online shopping scams I should watch out for?
Common signs of a scam include fake online stores, unrealistic discounts, phishing emails, fake delivery messages, counterfeit social media ads, and unsecured payment pages. Always verify websites and avoid clicking unfamiliar links.
How can I protect my financial and emotional wellbeing during sales?
Create a calm shopping environment, set clear spending limits, shop intentionally, and use secure payment methods. Checking URLs, avoiding public Wi-Fi and taking mindful pauses can help you stay clear-headed and in control.
What should I do if I think I’ve been scammed while shopping online?
Act quickly by updating your passwords, turning on two-factor authentication and contacting your bank. In Australia, you can also report scams to ACCC Scamwatch and seek personalised support from IDCARE. Feeling embarrassed or stressed is normal — scammers are highly sophisticated and help is available.
