“You may have heard of Black Friday and Cyber Monday. There’s another day you might want to know about: Giving Tuesday. The idea is pretty straightforward. On the Tuesday after Thanksgiving, shoppers take a break from their gift-buying and donate what they can to charity.” – Bill Gates
Every year, as November rolls around, our inboxes begin to overflow. “Biggest Sale Ever!” “Today Only!” “Unbelievable Savings!” The global retail calendar has transformed Black Friday and Cyber Monday into a kind of international consumer holiday – in which people feel compelled to buy, often not because they need anything, but because “it’s on sale.”
For those committed to living meaningful, values-based financial lives, this season presents an opportunity. Instead of getting swept away by flashy marketing, we can pause and reflect on what we really need – and how to redirect our resources toward something far more lasting: generosity, charity, and supporting those who lack even the basics.
In this week’s Torah portion, when Jacob flees from his brother Esau and has his famous dream of the ladder ascending to heaven, he makes a vow: “Whatever You give me, I will surely tithe” (Genesis 28:22).
Jacob’s commitment to give ma’aser (tithing) is not incidental – it expresses his understanding that blessing is only fully realized when it is shared. Giving is not an afterthought; it is a condition of receiving. He recognizes that wealth is a divine trust, not a personal trophy.
In contrast, consumer culture convinces us that if we buy more, upgrade more, accumulate more, then we’ll finally feel secure. Jacob teaches the opposite: security comes from a relationship with the Almighty, and the expression of that relationship is generosity.
Sales events like Black Friday and Cyber Monday tap into deep psychological triggers – FOMO, excitement, and the illusion of “saving.” But a “50% off” item you never needed is not a savings; it’s an expense.
Wealth begins with contentment, not consumption
Judaism urges a more grounded mindset: As it says in Ethics of the Fathers (4:1), “Ben Zoma asks, ‘Who is rich? One who is happy with his portion.’” Wealth begins with contentment, not consumption.
True blessing is measured not only by what one accumulates, but by what remains after fulfilling spiritual and ethical obligations. Using wealth to perform commandments – especially supporting the poor – creates lasting blessings. In Hilchot Matanot Aniyim, the Rambam outlines a remarkably structured approach to giving:
• M’aaser as the standard level of generosity (7:5).
• Giving up to 20% as the ideal.
• Giving should be consistent and deliberate, not emotional or impulsive.
• The highest form of charity is helping someone achieve financial independence.
There is the well-known question of whether one should give a very large amount of money as a one-off or should they give the same amount but break it up into many smaller donations. Many are of the opinion that many smaller donations are better because constant giving helps influence behavior and will turn you into a “giver.” Giving is not a luxury for the wealthy – it is part of the system of healthy financial and spiritual life.
What would Black Friday look like if we applied Jacob’s model and the Rambam’s structure?
1. Start with a need-based shopping list
You shouldn’t walk into a sale without a list. Identify what you actually need, what you’ve budgeted for, and what can wait. This turns Black Friday into a chance to save on necessities instead of accumulating clutter.
2. Create a parallel tzedakah budget
If you save money on essential purchases, allocate part of that toward tzedakah. Saving NIS 200? Consider giving NIS 20 or 40 of that to someone who cannot afford basics like heating, food, or clothing.
3. Dedicate part of the day to giving, not buying
Imagine spending part of Black Friday:
• Donating to local families in need.
• Cooking a Shabbat meal for a family where the mother just gave birth.
• Helping families where a parent is on reserve duty.
You won’t remember the gadget you almost bought, but someone will remember that you helped them through a hard week.
Studies consistently show that people who give generously report higher happiness and lower stress. Jacob teaches that blessing is a responsibility. Money should be used properly, buying what we need, but not letting consumption overshadow generosity. I am not against spending money, don’t get me wrong. There is nothing wrong with enjoying your blessing. It’s just that you shouldn’t get carried away.
As the world rushes to fill carts and closets, we can choose a better path:
• Buy only what we need.
• Avoid unnecessary spending.
• Use savings to give to people who cannot meet basic needs.
• Strengthen our charity habits.
• Build resilient communities through generosity.
The best “deal” this Black Friday isn’t 40% off a smartwatch; it’s the chance to realign our money with our values – to become more grateful, more disciplined, and more generous.
The information contained in this article reflects the opinion of the author and not necessarily the opinion of Portfolio Resources Group, Inc. or its affiliates.
aaron@lighthousecapital.co.il