If Thanksgiving is a day for gratitude, Black Friday is a day for…sales! Right? Not so fast, says our personal finance contributor, Beth Kobliner. Last year, retailers were slashing prices by 80 or 90 percent, but she says bargains just aren’t as big this year.

If it’s the adrenalin rush of Black Friday shopping you’re after, we’ve got some tips on how to stay sober while walking down the aisle. Our Golden Rule to follow: fifty percent off of something you don’t need is not a deal.