How FOMO & JOMO make us buy (or not)

Anastasia Pop
Revealed on: 10 September 2025

Point out Black Friday, and also you consider limitless wishlists, overflowing buying baskets, and…an empty pockets. However why are we so eager on snapping up the most effective offers? And is that the one factor that makes us click on the “purchase now” button? The reply isn’t any. 

What’s FOMO, and the way does it affect Black Friday purchases?

In fact, it feels good to get an merchandise with out paying full worth, however there’s something else that generally makes us purchase issues we don’t really want (who wants a self-stirring mug?). That’s the place FOMO is available in, or ‘Concern of Lacking Out’, a time period Gen Z and younger Millennials have been utilizing all too typically over the previous few years (has it made it into the Oxford English Dictionary but?). 

However how does FOMO make us purchase extra? It’s all about our mind. After we scroll by social media and are bombarded with influencers’ movies displaying the best devices, garments, or holidays, we really feel like we’re lacking out. Psychologists name this social proof. While you see tons of of individuals shopping for one thing, your mind mechanically thinks, “This have to be good, I need to be a part of it.” Mix that with shortage (“solely two left in inventory”) and urgency (“legitimate till midnight”), and you’ve got the right storm. 

On high of that comes a dopamine hit. Not a lot from the product itself, however from the concept that you may rating one thing particular. Analysis reveals that our reward system is definitely triggered by the anticipation of a reward, not essentially by receiving it. 

JOMO: the countertrend that may improve your marketing campaign

Whereas FOMO primarily drives us to not miss out, a countertrend has emerged: Pleasure of Lacking Out (JOMO). An increasing number of shoppers are consciously selecting calm and having fun with not collaborating. 

The place FOMO drives us by the concern of lacking out, JOMO is concerning the pleasure individuals expertise by intentionally leaving issues behind and selecting time, house, and a spotlight for themselves. This additionally prompts our mind; as a substitute of a dopamine rush from concern of lacking out, we expertise a way of management and satisfaction from our selections (or from not having to make selections). 

What does this imply for entrepreneurs?

Briefly, the place FOMO prompts one shopper to buy, JOMO works higher for one more. Folks admire manufacturers that give them selections with out making use of strain; that is precisely the place entrepreneurs can play good. 

By cleverly utilizing social proof, shortage, and urgency, you possibly can subtly set off the FOMO shopper. On the identical time, you possibly can attraction to JOMO shoppers by making selections clear and avoiding strain, for instance, by offering clear info and choices. This manner, you create campaigns that entice prospects with out letting them really feel manipulated. 

Finally, it’s about steadiness: understanding FOMO and JOMO means that you can activate shoppers and construct belief. This makes the “purchase now” button irresistible, whereas prospects stay happy with their alternative and your model! 

Curious the right way to grasp the steadiness between FOMO and JOMO this Black Friday? Check out our full blog for practical tips and insights

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