Carter discusses the economics of Black Friday with Maine media
In interviews with Portland Press Herald and Maine Public, Erin Percival Carter, associate professor of marketing at the University of Maine, said economic uncertainty can make shoppers more responsive to holiday sales because feelings of scarcity influence buying decisions. She noted that people often turn to small, affordable luxuries during stressful times, a pattern known as the lipstick effect. She added that concerns about inflation and supply chain issues may lead consumers to buy earlier than usual, and she advised shoppers to skip any sale item they did not already want at full price.