As I watched an old episode of Tom & Jerry recently, I couldn’t help but marvel at its timeless charm. The endless chase between Tom and Jerry, each outsmarting the other in a never-ending loop, felt oddly familiar. It struck me that this cartoon, with all its mischief and strategy, perfectly mirrors the dynamics of modern marketing and consumer behavior. Marketers, like Tom, set elaborate traps, while consumers, like Jerry, dodge, deflect, and snag the cheese anyway.
This realization took me back to a simpler time when life felt less fragmented. Growing up, we had one TV, one channel, and one time slot for cartoons. Choices were limited, and somehow that simplicity made the experience more meaningful. Fast forward to today, and the relentless abundance of options, especially on days like Black Friday, creates a different kind of chaos. The game between marketers, sales, and consumers is still alive, but the rules have evolved.
Interestingly, this game isn’t new. Its roots stretch back thousands of years to ancient Babylonia, around 1700 BCE. Merchants during Hammurabi’s reign held grand seasonal bazaars where they strategically discounted surplus goods like grains, textiles, and pottery before festivals or the harvest season. The bazaars created a buzz, enticing buyers with the promise of scarcity and exclusivity. It wasn’t just about selling. It was about creating an event, a spectacle that drew crowds.
Fast forward to today, and Black Friday is the modern equivalent of these ancient bazaars. Marketers still leverage the same psychological triggers: scarcity, urgency, and FOMO (fear of missing out) to ignite a frenzy among consumers. Scientists like Daniel Kahneman and Amos Tversky have shown us how loss aversion plays into this. People would rather make a purchase to avoid “losing out” than because they truly need the item. The result? A familiar cycle of pursuit and evasion, just like Tom and Jerry.
But there’s a twist. Many consumers now know the truth: Black Friday deals often aren’t the extraordinary savings they’re marketed to be. Prices are inflated beforehand, or the discounts are minimal at best. And marketers know that consumers know this. So why does the chase continue? The answer lies in the psychological satisfaction both sides derive from playing the game. It’s a dance of mutual pretense, with consumers pretending to snag a deal and marketers pretending to offer one.
This brings us to a critical point: are marketers falling short on creativity? Perhaps. The reliance on predictable tactics like slashed prices and countdown timers feels tired. The true challenge lies in breaking free from these “safe” methods and crafting campaigns that resonate on a deeper level. Imagine a Black Friday that isn’t about discounts but about delivering value through unique experiences, personalized storytelling, or exclusive product launches. Consumers crave authenticity in a sea of sameness.
Just like the ancient Babylonian merchants who drew crowds with more than just sales, turning their bazaars into vibrant social hubs, modern marketers need to think beyond discounts. The goal should be to create memorable, meaningful interactions that don’t just chase the Jerry but win their loyalty.
Tom and Jerry may never catch or escape each other completely, but they keep us entertained because their antics evolve with every episode. Marketers and consumers could learn a thing or two from them: keep the chase interesting, creative, and worth watching. Whether in 1700 BCE Babylonia or today’s Black Friday, the game has always been about more than the cheese.
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