Every single online store act as though Black Friday comes as a massive surprise each year.
Your daily emails don't get my adrenaline up, don't create a fear of missing out. I'm delighted to miss out. I'm obstinate - if anything, the barrage makes me *less* likely to want to purchase from you. If I want to purchase something, I research it in advance, and actually notice the price hike you slap a sale sticker on.