South African consumers have been warned to pay close attention to black Friday deals and avoid falling prey to clever advertising gimmicks offered by retailers. Thousands of South Africans are likely to flood shopping malls and supermarkets from today, aiming to get a slice of the black Friday pie. However, as experts warn - many deals being offered by retailers have been strategically packaged using intelligent marketing techniques to fool unsuspecting consumers, out to save a quick buck. For a look at the psychological factors that lead people to buy, often times excessively and irrationally, during Black Friday, Counseling Psychologist, Buyisile Mncina