“Saving on an item you would never have bought is an expense, not a saving.”
— Abusana Micky Bondo
Every year, the day after Thanksgiving, a commercial phenomenon sweeps the U.S.: Black Friday. While some people see the day as an opportunity to buy essential goods at lower prices, many believe Black Friday is a commercial trap that encourages overconsumption.
Amjambo Africa spoke with five Mainers who agreed that Black Friday primarily benefits large companies, not consumers. They believe that promotions can be misleading, that too many people are swept up in a buying frenzy that ends up harming their financial security, and that one should adopt a mindful approach to the day.
“Buy only what is truly necessary.”
—Benjamin Owondje
The father of two, who works in home care, Benjamin Owondje sees Black Friday as a clever marketing
“For me, the real meaning of Black Friday is a way for stores to sell a lot just before the holidays,” he explained. He said he sometimes takes advantage of promotions on Black Friday, but only for planned purchases: “I only buy when I really need something. I no longer let myself get carried away by the frenzy.”
He talked about the widespread social pressure to buy, and how hard it is to resist. “Social media and advertisements make it feel like you absolutely have to buy something,” he said. But his advice to the community is simple: “Make sure the product is genuinely on sale and buy only what you truly need.”
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“True purchasing power is what you don’t spend.”
– Abusana Micky Bondo
Micky Bondo, co-founder of In Her Presence, an organization that supports and empowers immigrant women, is originally from the Democratic Republic of the Congo, and now lives in Portland. She regards Black Friday as “a national consumption ritual” that particularly affects immigrant families who are new to the U.S.
She notes that while Black Friday “can allow you to buy essential products at unbeatable prices,” in the end, the day often actually reduces purchasing power.
“Black Friday encourages spending money we hadn’t planned to spend,” she said, and added, “True purchasing power is what you don’t spend.”
“Buy only what you really need.”
—Blandine Bonabana
Blandine Bonabana, a finance student at the University of Southern Maine, believes Black Friday is especially tempting for young people.
She noted both strong social pressure and the need for self-discipline about spending: “Everyone talks about the good deals, and it pushes some people to give in. … Of course, the deals are appealing. But I only buy what I have already planned to purchase.”
She proposed a new, socially responsible marketing gimmick: “We could imagine a Green Friday, with limited promotions, and environmentally friendly products.”
“Think before you buy.”
—David Bosunga
David Bosunga, an African immigrant living in Auburn, said he sees Black Friday as a powerful – but potentially dangerous – tool. For him, this day can quickly become a trap.
“It’s a day to buy and sell a lot. But I don’t buy just because something is on sale,” he said. “It can help you buy at a lower price, but many people end up purchasing things they don’t need.”
He agreed that caution is required. “Think before you buy. Purchase what is genuinely useful and stick to your budget.”
“The problem is lack of financial discipline.”
—Nadine Pembele
Financial advisor Nadine Pembele said Black Friday can have a negative impact on household budgets.
“Many people spend more than they can afford because they want to take advantage of promotions. … It’s not Black Friday itself that is the problem, but the lack of strategy and financial discipline.”
She encouraged the community to avoid impulse buying: “Make a list, set a budget, and stick to it.”
