David Saunders
Black Friday might look like a shopper’s Super Bowl — but for people with ADHD, it’s more like playing rugby with your wallet. One false move and you’re tackled by a checkout timer, a flashing discount banner, and the irresistible lure of “Buy Now.”
The dopamine hit from nabbing a so-called deal feels glorious in the moment — the retail equivalent of sinking a 30-footer on the 18th — until the parcels start landing and the guilt sets in. That’s because Black Friday doesn’t just target your bank account; it hijacks your brain’s reward system.
“ADHD affects how the brain regulates self-control and reward and some people with ADHD have a dopamine deficiency,” says Dr Mukesh Kripalani, Consultant Psychiatrist at The ADHD Centre. “That rush of dopamine that comes with getting a bargain can feel irresistible in the moment, but it can leave people anxious later on.”
A recent survey found that adults with ADHD spend about £1,600 more a year than those without it — mostly through impulsive buying and scattergun budgeting. And when Black Friday rolls around, with its countdown clocks and “limited stock” warnings, it’s a perfect storm.
“Retailers are experts at creating a sense of pressure,” says Kripalani. “For people with ADHD, those cues directly trigger the parts of the brain that make impulsive behaviour more likely. It isn’t about willpower, it’s about how the brain works.”
In other words, the system is rigged — and your brain chemistry is the house.
Dodging the Black Friday Brain Trap
So, what’s a dopamine-driven deal-seeker to do? The ADHD Centre has a few plays that might save your sanity — and your savings:
- Game-plan first. Make a list, set a budget, and treat it like a contract with yourself.
- Mute the madness. Unsubscribe from those “last-chance” emails and silence push notifications before they push you over the edge.
- Sleep on it. Apply the 24-hour rule before buying anything non-essential. If you still want it tomorrow, fine. If not, congrats — you’ve dodged a bullet.
- Keep score. Track your spending with apps or alerts so you actually know the damage.
- Delete temptation. Remove saved card details from quick-checkout sites like Amazon or ASOS. Having to type your card number might just save your soul.
- Chase dopamine differently. Go for a run, pick up a guitar, call a mate. The right kind of buzz doesn’t arrive in a cardboard box.
“Once people understand how ADHD affects decision-making, they can learn tools that protect them,” adds Dr Kripalani. “Awareness is the first step toward change.”
Black Friday 2025 falls on November 28, and the sales will sprawl well into December. But before you dive into the digital scrum, remember: the best bargain isn’t 50% off — it’s staying in control of your own brain chemistry.
