In general I think that whole Black Friday thing is turning into big scam. And it's not even about scammers trying to steal your money. It's more about that it's getting difficult to find really good deals.
Sellers manipulate with 40%-50% discounts. They increase price just before Black Friday and then they add that huge fake discount. You have to follow price changes before buying something if you don't want to get ripped off.
And yeah, don't even talk about scams which is described in OP. During Black Friday it's way easier to find some victims.
Black Friday and other discount sales in different shops at different times of the year use this marketing strategy. I tend to compare prices before and during Black Friday, and I've noticed there's often no significant difference.
They just raise the original price, strike it out, and then display the 'discounted' price - which is equivalent to the normal price before Black Friday. It's all marketing tactics to make people think prices were slashed.
Meanwhile, prices were raised and then 'slashed' just for the psychological effect. It makes people feel like prices were reduced. It's all about choice, though: if you want to purchase, go ahead; if you don't, let the product slide.
And if you know fishing out these scammers is difficult for you, maybe you can't ascertain if the email is real or the link is legit. Maybe you should just get what you want from a physical store. If you can get this stuff from a physical store, then say no to online scams.
Scammers can literally clone a website - your favorite shopping website, your favorite gambling site, anything! These cybercriminals can take time to monitor your online activity, knowing the sites you visit most often. They'll try to exploit that.
When you click a link or respond to emails, they gain access to your online presence and accounts. Every time of the year is a great time to stay vigilant, as scammers don't have off-seasons. They're available from January to December but they tend to be more active during festive seasons - Thanksgiving, Black Friday, and Christmas promotions.
Many businesses offer promotions to appreciate their customers year end which scammers capitalize on these opportunities. We must be really vigilant and double-check links, always verify if they're original, not replicas created by cybercriminals.