Black Friday: From a Western Phenomenon to Its Social Reflections in Iran

WANA (Nov 29) – Black Friday, once exclusive to the consumer culture of the West, has now become a popular phenomenon in Iran. This special occasion, marked by flashy advertisements, attractive discounts, and tempting offers on Iranian online shopping platforms like Digikala, as well as city billboards and promotional text messages, has found its way into the lives of Iranians. But why has a discount-driven day with Western roots gained such popularity in Iran?

The Roots of Iranians’ Inclination Toward Black Friday

Unlike many Western societies, Iranians place particular emphasis on personal lifestyle and its display. This cultural trait is so deeply embedded that a visit to a middle-class Iranian household might reveal furnishings and possessions that are typically associated with affluent lifestyles portrayed in Hollywood films.

Additionally, the devaluation of the national currency and escalating inflation in recent years have driven Iranians to purchase goods, sometimes even non-essential ones, under the reasoning that “buying today is better than buying tomorrow.” This mindset has not only influenced shopping patterns but has also reshaped lifestyles and consumer behaviors.

Clothes with fake labels on them are displayed in a store in Tehran, Iran, September 8, 2024. Majid Asgaripour/WANA (West Asia News Agency)

Just as Black Friday symbolizes consumerism in Western countries, it has also fostered a culture of luxury in Iran. Iranians, who have always sought the best, are now drawn toward impulsive and unnecessary purchases due to the allure of advertisements and discounts. However, this behavioral shift stands in stark contrast to traditional Iranian cultural values that emphasize frugality, resource management, and saving.

This newfound consumerism not only challenges cultural values but also imposes additional economic pressures on various social classes. Moreover, many of these discounts are not genuine; research indicates that some sellers inflate prices beforehand, turning discounts into mere psychological tactics.

The Social and Economic Impacts of Black Friday in Iran

Black Friday is more than just a day of shopping—it has broader social and economic implications. One of its most significant effects is the exacerbation of inequality in society. The display of luxury purchases and high-end goods on social media can deepen class divides and intensify feelings of social despair.

Furthermore, the promotion of consumerism in a context where many families are struggling economically can lead to social instability and even alter cultural norms.

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