Why it’s called “Black” Friday, I don’t know. Why not “Sale” Friday or “Green” Friday, because green is really what it’s all about. Of course, if that cool new flat screen OLED TV can be sold today for $12.39, why did it cost $2,097.99 last week? Of course, we all know that it costs more to make, market and sell than the ridiculously low price being offered today. We also know that the neither the company whose name is on the TV, as well as the company whose name is on the store or website selling the TV, have to make a profit or they won’t stay in business.  So what gives?

There are, obviously, two big reasons why retailers do this. First, because they have to clear out merchandise that didn’t sell at full price. It’s not doing them any good to have back rooms filled with unsold TVs, each representing money tied up in inventory that’s going nowhere fast. Plus, if the back room is full, where will they put the incoming, next year’s, new and improved, not to mention more expensive, stuff?

The second reason is to draw buyers to them in the hope that they come in the door for that cheapo TV and buy the peripherals, the service contract, the other shiny stuff sitting next to the cheap TVs, as well. And having gotten such a great deal, they will pick that seller when their TV goes on the fritz and they need a new one next June, when it’s not on sale.

For buyers, this smells like opportunity, provided they have the discipline to do three things. First, buy only the cheap TV (mind you, I’m using TVs as an example. Any relatively durable consumer good will do. It’s not about TVs). Do not get distracted by the other shiny stuff. Do not get suckered by the service contract.

Second, make sure it’s really a good deal. Sellers can be tricky, and offer items at a discount to prices no one, but no one, ever paid for an item. Make sure it’s better than the price for the item that can be bought anywhere else at any time before concluding that it’s a great deal because the seller says so.

Third, ask yourself whether you really want or need it. There are great deals out there on a multitude of consumer goods that you neither want nor need, and will use maybe once if at all. If you go for it, you haven’t scored a great deal. You pissed away your money. If you want it, great. If you need it, even better. But if you buy it for no reason other than it’s such a good deal, then you’ve blown it.

We buy a great many things in our lifetime that either don’t turn out to be as useful or desirable as we thought they would be or turn out to be crap that doesn’t last or doesn’t fulfill its purpose. Don’t regret these purchases, not because they aren’t regrettable (they are) but because they’re unavoidable. We all do it and, like it or not, we’re constrained to live with the consequences. To err is human, and to produce shiny garbage that humans will purchase is business.

But there is one mistake you can avoid if you think about it in advance, and that’s buying anything on Black Friday (or Cyber Monday or Terrible Tuesday, etc.) that you neither want nor need. Sure, the prices may be incredibly inexpensive, but maybe the reason it’s called “Black” Friday is businesses hope it will put them in black, and if so, it comes at your expense. Think before you spend.