The retail marketing machinery is in full swing with the start of Black Friday and the festive season, as we face an onslaught of messaging to make us spend, spend, spend.

Every year, it feels like Christmas spending starts earlier. Walking through Woolworths last weekend, I was horrified to see Christmas crackers and decorations already on sale. It just makes me panic that the year is nearly coming to an end.

And of course, the Black Friday adverts have all started – unleashing a two-month spending frenzy designed to empty our wallets.

You will see increased messages from influencers, who are paid an enormous amount of money to promote products that have “changed their lives” or that “everyone should have”.

This is a consumer warzone where the objective is to extract as much money from us as possible over the next two months – leaving us with Januworry debt.

The survival strategy

Cut back on social media

We are very easily tempted, so reduce the temptation by reducing your exposure to social media (except, of course, my excellent content that tells you how to manage your money!). Unsubscribe from marketing newsletters, and try to spend less time mindlessly scrolling on your phone.

Make lists of things you need

Black Friday is a good time to pick up bargains, but only if you plan on buying the item anyway. If you make an impulsive purchase simply because it’s a great deal, then you are not saving at all, but spending money you otherwise would not have.

If you do get a great Black Friday deal on something that you would have bought anyway, transfer the saving you made to your emergency fund so that the discount translates into a real saving. Or keep it aside for those additional January expenses.

Only spend money you have

Do not use credit or Buy Now Pay Later loans. You really don’t want to start 2026 with instalments for spending you did in November. Regardless of how good a deal it is, if you can’t pay cash for the item, then you can’t afford it.

Have an accountability partner

Find someone – a friend or partner – to act as your spending conscience. Discuss your shopping list and ask them to hold you to it. Pick someone who is really good at telling you what you don’t need.

If you feel tempted to spend, pause and call your buddy; ask them to remind you of your promises.

Spread the spend

There is one upside of a longer festive shopping season: buy your Christmas crackers and other non-perishables now. If you do family gifts, you can spread the spending over two months.