Are Holiday Discounts Just Clever Marketing? Expert Insights For Savvy Shoppers

As Canadians embrace the holiday shopping season, a shift towards thoughtful spending is reshaping Black Friday and Cyber Monday. Growth marketing expert Sarah Stockdale, founder of Growclass, shares insights into spotting genuine deals, navigating brand tactics, and understanding the evolving trends driving holiday shopping in a world of savvy, deal-conscious consumers. —Noa Nichol

How can consumers identify whether a Black Friday or Cyber Monday deal is truly a bargain and not just a clever marketing tactic

The first step is to get clear on what you actually want or need before you even look at the deals. Marketers are really good at making you feel like you’re saving a ton of money, even if the discount isn’t that impressive or, honestly, even real. A lot of bigger brands inflate prices ahead of time, so that “50% off”, uh, isn’t.

If you’re shopping online, use tools like CamelCamelCamel or Honey to check pricing history. These tools show you if the item has really been discounted or if the “sale” is just for show. But beyond that, ask yourself: Do I even need this? A deal isn’t a deal if you’re spending money on something you’ll never use or didn’t actually want in the first place. Don’t let the marketing and frenzy pull you in if it’s not something that will genuinely add value to your life.

What are some common sales strategies or psychological tactics brands use during the holiday season to encourage impulsive purchases, and how can shoppers avoid falling for them?

I’ll let you in on a secret: marketers train on how to trigger your impulse buys. Countdown timers? They create panic. “Only 2 left in stock”? Pure FOMO. “This is your last chance”? It’s probably not. These tactics work because they make you feel like you need to act immediately or lose out forever. But the reality is, there is always another sale.

But they don’t have to work on you. The best way to sidestep this is to slow everything down. Add items to your cart, close the tab, and come back to it the next day. More often than not, you’ll realize you didn’t want it that badly. Or you’ll spot another “last chance” email from the same brand a week later. Trust me, they’ll keep trying.

With the rise of slow shopping, how are brands adapting their Black Friday and Cyber Monday marketing to attract value-driven, savvy consumers?

People are starting to push back against the madness of Black Friday. We’re tired of the endless emails, the fake “last chance” urgency, and the pressure to grab things we don’t even need. Some brands are starting to get it and are rethinking their approach. Instead of cramming everything into one chaotic day, they’re extending their sales, giving us time to pause and make more thoughtful decisions. Others are shifting their messaging to focus on quality and sustainability, showing us why their products are worth it—not just for the discount, but for the long haul.

I love seeing brands offering the option to opt out of Black Friday emails entirely. They let you say, “Hey, I’m good,” without unsubscribing completely. It’s such a small thing, but it shows a lot of respect for their customers. It also prevents the wave of unsubscribes they usually get from bombarding people with too many sales emails. It’s a win-win.

Slow shopping is really about giving yourself the space to ask, “Do I need this? Does it fit my values? Will it actually bring me joy?” The brands that respect that process—and give us the freedom to opt out of the frenzy—are the ones building trust, and ultimately, loyalty. And, when you can, always support a local small business instead of a billionaire.

What role does trust and authenticity play in a brand’s ability to stand out during the holiday shopping season, and how can shoppers evaluate whether a brand aligns with these values?

In a world where AI can spin up companies, products, and even marketing campaigns in no time, trust and credibility are the real differentiators. You can copy a product or a brand’s messaging, but you can’t fake a track record of delivering quality or treating customers well. Trust is earned over time, and once it’s lost, it’s incredibly hard to get back.

As a shopper, you can spot authentic brands by looking at their actions, not just their marketing. Check their social media and reviews. Do they respond to customers? Are they transparent about their practices, especially when they mess up? Do they back up their values with real action, like supporting meaningful causes or creating sustainable products? The brands that prioritize long-term trust over quick holiday sales are the ones that deserve your business—and your loyalty.

What are some practical tools or techniques consumers can use to track pricing history and ensure they’re getting the best value during holiday sales?

As someone who’s worked on Black Friday campaigns, I can tell you that pricing games are common—but you don’t have to fall for them. Tools I’ve mentioned like CamelCamelCamel and Honey are so helpful for tracking pricing history and finding out if that “70% off” is a good deal or some nonsense. ShopSavvy is great for comparing prices in-store..

But beyond the tools, the most practical advice I can give is this: stop and think. Just because something is discounted doesn’t mean you need it. Ask yourself, Would I buy this at full price? Is it something I’ve been looking for, or am I just caught up in the frenzy? The most powerful way to beat the game is to step off the hamster wheel entirely. You don’t have to play.