A Planned (Not Panicked) Black Friday

Jennifer DeWitt
16 hours ago
3 min read

Rachel Cannon — *Photo: Jackie Haxthausen*

I’ve been a professional shopper and buyer my whole life. (Honestly, you’d think I was solely responsible for the entire US economy the way I am chronically shopping online.) When it comes to Black Friday, it should come as no surprise that I have opinions.

Here’s what you’ll NEVER catch me doing: waking up at 4am to fight someone over an electronic I don’t need. Clicking “buy now” on everything with a red sale tag. Spending money just because something is 40% off, even though I wouldn’t have wanted it at full price.

Here’s what I always do: build a strategy like I’m specifying a design project, which means I started months ago.

The Philosophy

Holiday gifts in front of a Christmas tree

Planned, not panicked. Quality over quantity. I’m not interested in “deals” on things that weren’t worth buying in the first place. I’m interested in getting 30% off something I was going to buy anyway, or finding the thing that’s been on my mental wishlist all year finally within reach.

After two decades of watching people impulse-buy furniture they hate within a month, I’ve learned: if you wouldn’t want it at full price, you don’t want it on sale either. The discount just makes the mistake cheaper.

What I’m Actually Doing

I’m building gift guides. Not the “100 things you could maybe buy” kind that exists solely to overwhelm you. The “I actually use these and would give them to people I like” kind.

I’m organizing them the way I organize everything: by person (for her, for him), by price point (under $100, stocking stuffers that don’t suck), and by vibe (gifts that won’t clutter their life, things for people with actual taste).

We can all agree that the worst part of holiday shopping isn’t the crowds or the budgeting; it’s the decision fatigue. Scrolling through 47 pages of “gift ideas” that all look the same (or worse, are so astronomically expensive that even if I had a gold mine, I wouldn’t be shopping from them) doesn’t inspire me, it frustrates me!

So I’m curating and organizing the items I truly think are worth your money, and I’m not overwhelming you with lists that create more fatigue and frustration than joy.

The Guides I’m Building

For Her: Not the basic “women love candles and bath products” guide. Things I’d want to receive (and might have even already bought for myself).

For Him: Actual quality items, not just “here’s a gadget” energy.

Under $100: Not every gift needs to be a financial commitment. These are gifts that feel more expensive than they are, all edited with my eye for aesthetics.

Stocking Stuffers (Little Luxuries): Honestly, these goodies are actually too good to stuff in a stocking. Think higher-end small items that feel special without taking up space.

For the Home: Things that elevate a space without creating a need to revamp the entire house (and I’m including only my very favorite brands!).

Beauty & Wellness: Skincare and products that actually work, not just pretty packaging (but I am a sucker for pretty packaging, and I think that creates an overall elevated experience).

The Organizer’s Picks: Gifts that won’t clutter their life. Consumables, experiences, quality-over-quantity items. (I got certified as a professional organizer last year because I was tired of seeing homes buried under stuff people didn’t need.)

The Designer’s Picks: Elevated, unique finds for people whose homes don’t look like everyone else’s.

I’ve been building these over the past few weeks and will have everything organized and ready before Black Friday hits. When the sales start, you’re not scrambling, you’re strategic. (And you can always skip Black Friday and wait for Cyber Monday and enjoy shopping from the comfort of your favorite cozy chair!)