Sleep Deprivation Makes You a Worse Shopper
This is not metaphorical, sleep deprived consumers make objectively worse financial decisions. Research in behavioural economics shows that sleep deprivation increases impulsive purchasing by 47%, reduces price comparison behaviour, and makes people significantly worse at distinguishing genuine discounts from inflated "original prices." Retailers structuring their biggest sales at midnight and 5 AM are, intentionally or not, targeting consumers at their lowest decision making capacity.
Research by consumer advocacy organisations consistently shows that many Black Friday prices are not the lowest price of the year, items are often available at equivalent or better prices in November before Black Friday or in January sales. Making a clear headed list the week before, rather than making decisions at 2 AM, produces better purchase outcomes.
Choose Your Strategy, Sleep Accordingly
The midnight online drop strategy requires a 2, 3 AM bedtime if you're targeting specific items, and works best when you've pre decided exactly what you want before midnight. The early store queue strategy (5, 6 AM opening) is best served by an early Thursday evening bedtime (9:15 PM for 7.5 hours), which most people find easier than staying up until midnight. The worst strategy is attempting both without adequate sleep between them.
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