Black Friday isn’t just a retail circus. It’s a masterclass in consumer psychology—and a perfect window into how people think about value. In this episode of The Financial Huddle, Ed, Ryan, and Brian break down the real lessons hidden inside the biggest shopping event of the year and translate them directly into smart financial strategy.

They open with the cultural shift around Black Friday, the rise of online shopping (nearly $11 billion in U.S. online sales last year alone), the explosive growth of the Cyber Five, and how Americans now average roughly $650 in Black Friday spending. From chaotic door busters to mobile-driven purchases, the trio explores the behavioral trends that drive this annual frenzy.

Instead of chasing retail “deals,” the hosts highlight the actual financial bargains most people overlook:

• Taxes at historic lows and why after-tax contributions to Roth IRAs, Roth 401(k)s, and Roth 403(b)s may be one of the best long-term opportunities available today.

• Roth conversions as a strategic move to eliminate future tax risk and avoid painful RMDs.

• Triple-benefit strategies including HSAs and properly structured cash-value life insurance.

• The overlooked “BOGO” of finance: employer 401(k)/403(b) matches—free money most workers never fully capture.

• The real Black Friday of investing: buying during market downturns, staying invested, and avoiding the catastrophic mistake of missing the market’s biggest recovery days.

• Dollar-cost averaging as the long-term antidote to emotional decision-making.

The episode closes by reframing the season: instead of focusing solely on spending, this is the moment to reassess savings habits, tax planning, employer benefits, and investment opportunities. The message is simple: don’t leave money—or long-term upside—on the table.

Clear, grounded, and packed with straightforward strategies, this episode helps listeners translate Black Friday psychology into smarter financial decisions all year long.

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Disclosure: Information contained in this podcast is for entertainment and informational purposes only, and should not be considered as financial advice. Financial Planning and Advisory Services are offered through Prosperity Capital Advisors (“PCA”), an SEC registered investment adviser. Registration as an investment adviser does not imply a certain level of skill or training. Keystone Financial Group and PCA are separate, non- affiliated entities. PCA does not provide tax or legal advice.