Are Black Friday Deals Making Us Buy First And Think Later?
The RM0 Thrill
It’s the most wonderful time of the year…yes, Black Friday, not that other festive celebration. By now Malaysians know the routine: pre-save everything to cart before crunch time. Then at 11:58 pm, with timers flashing, last-minute deals popping off, and checkout countdowns everywhere, you’ll have three tabs open. One for some fly sneakers, one for a gadget upgrade, and one for kitchen appliances so you can finally bake that viral kunafa pistachio cake. And with Black Friday Malaysia 2025 shaping up to be even bigger, the rush is only getting faster as more Malaysians shift to online deals and tap-and-go checkouts.
Using the Buy Now, Pay Later (BNPL) option, you hit buy because why not? BNPL use in Malaysia surges around major sale periods, including Black Friday and Cyber Monday, making split payments feel painless and almost too easy. Suddenly, spending what would normally sting barely registers, and your brain celebrates the instant win. It is why, during Black Friday Malaysia 2025 deals, many Malaysians rely on BNPL apps in Malaysia to spread out payments and soften the hit.
The Invisible Magic Behind BNPL
BNPL softens the pain of paying. Splitting a total into multiple instalments creates a psychological detachment: one big cost becomes four small numbers. Present bias kicks in, letting you value the immediate thrill over the future cost.
UX tricks on the site help too: one-tap approvals, interest-free first cycles, or low minimums. For example, Atome’s checkout screen even shows four small numbers instead of one big total. All are textbook nudges from behavioural economics. When payment feels distant, spending feels harmless.
From Convenience to Credit Trap
See it this way: BNPL is like the stealthy cousin of credit cards. No interest upfront, but late fees can stack fast. Miss multiple payments and suddenly your credit report takes an arrow to the knee. Unlike credit cards, BNPL often hides the risk behind flexibility. When every small payment overlaps, you’re paying for convenience with chaos later, and that’s the trap.
Spotlight: The Malaysian BNPL Scene
From Lazada to local boutiques, BNPL is everywhere. Platforms like Atome, Grab PayLater, and SPayLater dominate checkouts. Around four in ten BNPL transactions in Malaysia are by people under 30, and the majority of users fall into the 18-34 age band, skewing heavily towards Gen Z and first-jobbers who prize cash flow flexibility over savings discipline.
On a side note, Bank Negara reports that BNPL transaction value hit RM7.1 billion in the second half of 2024 and is now subject to tighter oversight. They are continuing this regulatory oversight to protect consumers as fintechs innovate in response.
Why Young Malaysians Love BNPL
Young users love the thrill of this new cashless confidence, but these small dopamine hits can quietly add up. The psychology is clear: BNPL offers a cash flow illusion, identity cues, and social validation. Gamifying small wins such as unboxings, hauls and lifestyle flexes feel empowering for a generation priced out of bigger milestones like homes or cars.
Affordability illusions thrive in tough economies, so four easy payments make small luxuries feel achievable. It’s less about irresponsibility and more about emotional budgeting: small wins now, postponed regret later.
Quick BNPL Survival Guide
If you must BNPL, keep it disciplined:
Check before you click: If you wouldn’t swipe your card for it, don’t split it either
Count the tabs: Multiple carts = multiple instalments stacking up
Set a mental cap: Don’t let “four easy payments” fool you
Track it like a pro: Be it on app, spreadsheet, or sticky note, don’t let it vanish
If you are weighing BNPL versus credit card this Black Friday, always check the flash sale price history first so you do not fall for inflated “before” prices. All in all, learn to treat BNPL as credit, not convenience. Remember that the thrill is engineered to make you spend. Never let BNPL turn into Buy Now, Pain Later for you.
