We asked Johnson about the drawbacks of potentially advertising too much, as well as where the line is where it starts becoming a problem for companies. He explained that there are "significant drawbacks" to overadvertising, especially during the "high-stakes holiday season."
"While repetition can increase brand awareness, too much exposure can lead to ad fatigue, where consumers feel overwhelmed or annoyed. This not only diminishes the effectiveness of the ads but can also damage the brand’s image, making it appear desperate or inauthentic. From a consumer psychology perspective, excessive advertising may trigger psychological reactance—a natural resistance to perceived pressure—which makes consumers less likely to engage with the brand," marketing psychology expert Johnson told Bored Panda in an email.
"Additionally, oversaturating ad channels can dilute the impact of individual messages, causing them to blend into the noise of competing advertisements."
According to Johnson, the 'line' when it comes to advertising (too much) lies in balancing frequency with relevance and creativity. "Focus on delivering high-quality, personalized content that resonates emotionally and adds value, rather than bombarding consumers. Smart brands prioritize strategic targeting over volume, ensuring their ads enhance, rather than disrupt, the holiday experience."
Bored Panda was also interested in how everyone can avoid overspending this holiday season when it feels like there are awesome deals everywhere pressuring people to buy as much as possible.
"This is a crucial topic this time of year. One of the biggest ways to avoid overspending during Black Friday and Cyber Monday is intentionality. Be deliberate in your shopping decisions. Start by creating a prioritized shopping list based on your actual needs or planned gifts, and set a firm budget," Johnson said.
"Neuroscience shows that decisions made under stress or time pressure—common during flash sales—tend to favor impulsive purchases, which often lead to regret. Another effective tactic is to pause before making a purchase. Adding items to your cart but waiting 24 hours before checking out allows your brain's reflective systems to kick in, helping you reassess whether the deal aligns with your goals."
Something else that you can do is unsubscribe from promotional emails. That way, you'll limit your exposure to deal-heavy advertising. "Constant reminders of discounts trigger FOMO (fear of missing out), a powerful psychological driver that overrides rational decision-making. By staying intentional and practicing restraint, you can enjoy the season’s deals without falling into the overspending trap," Johnson said.
#8
Black Friday tends to cause a bit of chaos every year. Especially because it’s not so much a single day of good deals as a constantly expanding period of non-stop sales (and annoying ads). It’s a busy time for shoppers, sure. But it’s ‘all hands on deck’ for many companies, too. When your profit margins hang in the balance, you have to sprint, and there’s hardly any time for rest.
It feels like anyone who has anything to sell is vying for your attention and your hard-earned cash, and they’re dominating more of the holiday period. There’s a reason for that: it’s good for business. Halloween, Thanksgiving, Black Friday, Cyber Monday, Christmas, and New Year's can be very lucrative.
According to Investopedia, the financial situation improved (slightly) for many American households in October, ahead of the holiday shopping season.
In short, US households had a bit more money in their wallets than expected, as per a recent report by the Bureau of Economic Analysis. Personal income rose 0.6% over October, double what researchers had predicted.
While that 0.6% increase might not sound like a lot of money, any additional cash you can choose how you spend is valuable. Meanwhile, after-tax income, adjusted for inflation, rose 0.4% in October.
“The rebound in real income growth in October means consumers still have enough gas in the tank to pull off a decent holiday shopping season this year,” says Scott Anderson, chief US economist at BMO Capital Markets.
None of us know how much consumers will have spent on Black Friday and Cyber Monday until we have the data, but we can guesstimate and extrapolate based on the trends from recent years.
Investopedia explains that US consumer spending on gifts and other holiday-related expenses has increased year over year since 2009. Naturally, it’s expected that Americans will spend more in 2024 than in the past.
#14
Forecasters at the National Retail Federation predict that holiday retail sales in November and December of this year will grow between 2.5% and 3.5%, setting a record between $979.5 billion and $989 billion.
In 2023, sales stood at $955.6 billion. Meanwhile, back in 2022, they amounted to $929.5 billion. These were both record years.
#16
#17
That’s nearly a trillion dollars in holiday sales predicted for 2024 in the United States. However, when numbers get that big, it’s hard to visualize them. So, you need to anchor them to something else.
For comparison’s sake, Statista reports that the global GDP was around $100 trillion as of 2022.
Meanwhile, Forbes’ real-time billionaire list reports that the richest people in the world (at the time of writing) are worth $322.2 billion (Elon Musk), $224.1 billion (Larry Ellison), $221.4 billion (Jeff Bezos), and $198.9 billion (Mark Zuckerberg).
