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Eight ways to resist spending too much on Black Friday bargains

By Cathrine Jansson-Boyd, Professor of Consumer Psychology, Anglia Ruskin University

It is that time of the year again – Black Friday is almost upon us. What used to be just an American event has now taken over the calendar in many other countries as one of the key shopping events of the year.

However, market research by investment platform Aegon, conducted on 2024’s Black Friday shoppers, found that almost 60% of participants would spend their money differently, if they could go back in time.

Regret…

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