Category: 3. Business

The busiest shopping day of the year is coming to a close. With almost every major retailer offering their best sales of the year, you’ve got only a few hours left to shop Black Friday deals. Those Ugg clogs you’ve been dreaming about? The AirPods at the top of your wishlist? The Lego set that would be a perfect gift for your friend? It’s all discounted, and I found tons of products at their lowest prices ever.

I cover sales regularly as a shopping reporter for NBC Select, so I know how to find deals that are actually worth buying. I combed through thousands of discounts today to find the best Black Friday deals — each one I recommend below is highly rated and 20% off or more. When possible, I ran deals through price trackers to make sure they’re at their lowest price in at least three months or lowest price ever. I’ll continue update this list live throughout Black Friday.

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Best Black Friday overall deals

4.7-star average rating from 45,774 reviews on Amazon

I put these trackers in my bags, suitcases and wallet, as well as attach them to my keys, so I always know where my belongings are. AirTags pair with Apple’s Find My app, which shows me where my items are on a map and lets me play a sound on the trackers’ built-in speakers. Each AirTag comes with a replaceable battery that lasts over a year, according to the brand.

This Kindle displays books covers and pages in color, plus you can highlight text in different shades. The device has a 7-inch adjustable display, letting you change it from white to amber depending on your lighting conditions. The screen is also glare-free, which NBC Select senior editor Lindsay Schneider says is a game-changer, and a full battery gives you about eight weeks of use, according to the brand — “I rarely ever charge it,” says Schneider. It’s also water-resistant so you can read at the beach, by the pool or in the bath.

4.8-star average rating from 83,578 reviews on Amazon

It’s always a good idea to have extra batteries at home, but they’re especially useful around the holidays to power string lights, toys and remotes. This pack comes with 32 alkaline AA batteries. They have a 10-year shelf life and their packaging is designed to protect against leaks, according to the brand. Energizer’s AAA batteries are also on sale.

4.5-star average rating from 30,172 reviews on Amazon

According to NBC Select tech reporter Harry Rabinowitz, the Apple AirPods 4 are some of the best noise-cancelling earbuds for iPhone users. “They have a semi-open fit, meaning no rubber eartips, and they’re small, lightweight and sync easily across all your Apple devices,” he says. You get up to 30 hours of battery life with the included charging case, and Siri virtual assistant is built in.

4.5-star average rating from 12,266 reviews on Amazon

“My skin looks clearer and feels smoother since I started using these exfoliating toner pads,” says NBC Select editorial projects manager Rebecca Rodriguez. “You use the embossed side first to remove dead skin cells, then use the smooth side, which is so soothing on my skin.” The pads are made with 4.5% lactic acid (an AHA) and 0.45% salicylic acid (a BHA) to reduce the appearance of pores, refine skin texture and decrease greasiness, according to the brand.

4.7-star average rating from 570,772 reviews on Amazon

Once you connect devices like lamps, fans and coffee makers to Amazon’s smart plugs, you can control them remotely from the Alexa app or via voice commands. You can also set up routines and schedules in the app for each item connected to a plug. The plugs are compact, so they don’t block your second outlet.

4.8-star average rating from 122,395 reviews on Amazon

LifeStraw’s personal water filter, which you use like a straw, is ideal for those who frequently hike or camp, and it’s a great addition to anyone’s emergency kit. It removes over 99% of bacteria, parasites and microplastics from water, and you can use it to filter 1,000 gallons before you need a new one, according to the brand.

4.2-star average rating from 72,511 reviews on Amazon

This cordless water flosser, which earned the American Dental Association’s Seal of Acceptance, is an effective alternative to string floss that helps remove gunk between your teeth. It comes with four interchangeable tips that rotate 360 degrees to reach all areas of your mouth, and it has three pressure settings, plus a 7-ounce removable reservoir that holds enough water for 45 seconds of use. One charge gives you up to four weeks of battery life, according to the brand.

4.5-star average rating from 16,535 reviews on Amazon

The Birdie is one of our favorite personal safety keychains, and you can hook it to a bag with the included carabiner. When you pull the device’s top pin, it makes a loud siren sound and activates the built-in flashing strobe light, creating a diversion and alerting people around you. The Birdie comes with a replaceable battery that lasts up to 40 minutes, according to the brand.

4.6-star average rating from 31,132 reviews on Amazon

This kit comes with all the materials you need to take a saliva sample and send it to Ancestry DNA’s lab. About six weeks later, you’ll get your results online, giving you information about your origins around the world and over 75 traits you may have a propensity for, like cilantro aversion and freckles. You’ll also be able to see and connect with people you share DNA with.

4.2-star average rating from 4,201 reviews on Amazon

Upgrade your electric toothbrush with this rechargeable option from Philips, which has a built-in 2-minute timer and vibrates to scrub your teeth. It comes with a travel case and a charger.

4.8-star average rating from 247 reviews on Amazon

Once built, this Lego set becomes decor you’ll be proud to display. It comes with all the pieces you need to make three mini bonsai trees: a ginkgo, a black pine and a wisteria tree. Lego recommends it for those ages 18 and up, and one to three people can construct the trees together.

4.6-star average rating from 99,216 reviews on Amazon

These are the best teeth whitening strips I’ve tested because they’re effective and easy to use. They’re made with hydrogen peroxide, a bleaching agent, and adhere well to teeth, preventing them from slipping off while you’re wearing them. The Whitestrips come in a pack of 44, enough for 22 treatments: 20 are 45-minute standard treatments, and 2 are 1-hour express treatments.

I swapped my phone’s blaring alarm for the Hatch Restore’s pleasant wake-up call years ago, and I use the device as a noise machine every night, too. The brand’s app lets you customize your rise and rest routines by choosing from different light colors, sunrise durations and sounds, and once you set everything up, you can use buttons on the device to control it, creating a phone-free bedroom. If you buy a Hatch+ membership, you also get access to a content library with bedtime stories, meditations, breathing exercises and more.

4.9-star average rating from 13,300 reviews on Amazon

Rodriguez, a former preschool teacher, says Magna-Tiles were the number one toy her students fought over. I’ve played with them myself while babysitting and can attest that they’re always a crowd-pleaser. This set comes with 32 magnetic blocks in square and triangular shapes, in a rainbow of colors. Kids can use them to make 3D and 2D structures.

Best Black Friday tech deals

4.6-star average rating from 66,998 reviews on Amazon

Once you plug Amazon’s Fire Stick into your TV’s HDMI port, you can stream movies, shows and music from your favorite platforms in 4K Ultra HD. It also lets you play video games via Xbox Game Pass without a console and control compatible smart home devices. Plus, when you’re not using the TV, the streaming stick displays art, photography or widgets like a calendar in Ambient Experience mode. You get an Alexa Voice Remote with your purchase.

4.2-star average rating from 6,431 reviews on Amazon

Rabinowitz says the Oura Ring 4 is the best smart ring you can buy. It tracks over 50 health metrics like sleep, activity, stress and heart rate, all of which are displayed as scores in the brand’s app. You get up to 8 days of battery life on a single charge, and the ring is water-resistant up to over 300 feet, according to the brand. The first month of an Oura membership is included with your purchase, but you’ll need to purchase a subscription afterward to continue using the device.

I rely on the TheraGun Mini to relieve sore muscles pre- and post-workout, as well as to minimize tension in my back and shoulders after hunching over the computer. It comes with three interchangeable attachments and has three speeds and a travel lock. The massage gun connects to the Therabody app via Bluetooth, letting you use pre-programmed routines, and it offers about 180 minutes of battery life when fully charged, according to the brand.

4.7-star average rating from 13,699 reviews on Amazon

Marshall’s portable Bluetooth speaker gives you a surround-sound experience with rich, clear audio, and you get up to 30 hours of playtime on a single charge, according to the brand. It’s also dust- and water-resistant, so you can bring it outdoors without worrying. The speaker, which looks like a mini amp and doubles as home decor, pairs with the brand’s app if you want to customize sound settings, although doing so isn’t required.

4.7-star average rating from 10,732 reviews on Amazon

The PlayStation 5 console displays games in 4K, making graphics look vibrant and smooth, and it has 3D sound output to immerse you in different worlds. There’s 1 TB of storage built in, and it comes with a DualSense wireless controller that’s equipped with haptic feedback. In addition to thousands of PS5 games, the console is “backwards compatible,” so it works with most PS4 games, too

Best Black Friday home deals

4.4-star average rating from 119,321 reviews on Amazon

Shark’s upright vacuum cleans up messes on carpets and bare floors, and it’s equipped with a HEPA filter to trap dust and allergens. It has a detachable pod you can carry around your home to reach above doorframes, under furniture and stairs. The appliance also comes with interchangeable attachments like a dusting brush, pet power brush and crevice tool, as well as an extension tool.

4.4-star average rating from 101,550 reviews on Amazon

I’ve used this spot cleaner to get coffee, red wine, pet accidents and mud out of light-colored carpets and fabric furniture, so it’s a miracle worker in my book. You fill one of its tanks with water and cleaning solution, then use the nozzle to spray and scrub the stain before suctioning it up. The dirt goes into a separate tank, and the appliance comes with a self-cleaning tool that helps you rinse out its hose after each use.

4.7-star average rating from 17,261 reviews on Amazon

I have Aura’s digital picture frame displayed in my living room, and I love watching it flip through my favorite memories — my guests often compliment it, too, so I’ve gifted it to a few loved ones. You can upload an unlimited amount of photos and videos to it via the brand’s app, and invite family and friends to do the same. The frame has a 10-inch HD display, built-in speakers and interactive touch bar. It also turns on and off automatically with the lights in your home.

4.2-star average rating from 30,826 reviews on Amazon

This robot vacuum cleans the floor for you. Its powerful suction and multi-surface brushes remove dirt, and it maps your home to avoid obstacles like furniture and stairs. It connects to the Roomba Home app so you can schedule cleans, get progress updates and view maintenance alerts. The Roomba also responds to voice commands, too, and comes with a charging base.

5.0-star average rating from 16,177 reviews at Lola Blankets

I’m not exaggerating when I say Lola’s double-sided blankets are some of the softest I’ve ever felt, and snuggling in mine is always the most relaxing part of my day. The blankets, available in multiple sizes and colors, are made from a non-shedding polyester-spandex faux fur. They’re also machine-washable — I constantly clean mine as directed and it never loses its feel.

Best Black Friday kitchen deals

4.8-star average rating from 19,588 reviews on Amazon

I always buy more food containers during the holiday season to store leftovers and to help me prep ingredients before cooking meals for celebrations. This set comes with 22 containers in various sizes, each of which comes with a matching secure lid. They’re made from a BPA-free material that’s safe to put in the microwave, dishwasher and freezer, and they stack and nest into one another so they stay organized in storage.

4.8-star average rating from 21,507 reviews on Amazon

I take my iced coffee and smoothies on the go in this 42-ounce, dishwasher-safe tumbler. It’s made from stainless steel and has double-wall vacuum insulation, which helps keep drinks hot or cold for hours, in my experience. The large handle makes the cup easy to hold, its base is cup holder-compatible and it comes with a straw lid that you can take apart for easy cleaning. I also appreciate that the exterior of the cup doesn’t produce condensation, so whatever surface I put it on stays dry.

4.4-star average rating from 4,604 reviews on Amazon

This single-serve machine lets you brew 8-, 10- or 12-ounce cups of coffee using its large 42-ounce removable water reservoir, so you can make a few cups before refilling it. The drip tray is removable, giving you room to put a travel mug under the spout, and there’s a strong brew setting for a more powerful taste.

4.60-star average rating from 3,021 reviews on Amazon

You can put 20 ounces of coffee in this insulated, stainless steel tumbler, which keeps your beverages hot for up to 6 hours or cold for up to 24 hours, according to the brand. It comes with a splash-resistant lid that has a sippy spout.

4.2-star average rating from 115,749 reviews on Amazon

When you put this kitchen gadget on top of an aluminum can and press the start button, it automatically rotates around the lid to cut it off. The electric can opener leaves behind a smooth edge to prevent cuts and runs on two AA batteries.

4.3-star average rating from 6,340 reviews on Amazon

“I use this Fellow kettle more than any other kitchen appliance I own,” says NBC Select updates editor Mili Godio. “The gooseneck makes pouring extremely precise, and I love that I can set it to the exact temperature I need (and keep it at that temperature, too). It’s the perfect kettle to use for a traditional Argentinian tea called mate, which I drink every day.” The electric kettle, which has a 0.9-liter capacity, also lets you schedule boils in advance, and it automatically shuts off after a period of non-use.

Best Black Friday beauty and wellness deals

4.6-star average rating from 5,815 reviews on Amazon

Kiehl’s Ultra Facial Cream is one of my go-to daily moisturizers because it’s gentle on my sensitive skin, never makes me break out and hydrates even the driest, flakiest patches. It’s made with ingredients like 4.5% squalane to nourish and soften skin while repairing its barrier and preventing water loss, according to the brand. The cream is also lightweight and absorbs quickly, so I can wear it under makeup.

4.6-star average rating from 96,008 reviews on Amazon

Cosrx’s essence is made with 96% snail mucin, an ingredient that brightens, plumps and hydrates skin, as well as reduces the appearance of fine lines and wrinkles, according to the brand. It has a lightweight, non-sticky and non-greasy feel. The essence also absorbs into the skin quickly, letting you layer other skin care products and makeup over it.

This lightweight, travel-friendly hot tool dries and styles your hair with interchangeable attachments. You can twist the base into two positions: one lets you use it as a blow dryer with the included concentrator, and the other turns it into a hot air brush and curler with the included auto-wrap curlers, oval brush and paddle brush. The FlexStyle measures heat as you use it to maintain consistent air temperatures and prevent hair damage, according to the brand. There’s also a model for curly and wavy hair that comes with a diffuser.

4.3-star average rating from 104,139 reviews on Amazon

4.7-star average rating from 57,173 reviews on Amazon

Olaplex’s No. 7 Bonding Oil is a staple in my hair care routine to control frizz, add shine and create softness. It’s also a heat protectant up to 450 degrees Fahrenheit, according to the brand, and I use it to break the cast on my curls when I style them with gel. You can use the hair oil on a wet or dry head, and since two or three drops is all you need, the small bottle lasts a while, in my experience.

4.9-star rating from 2,240 reviews at Jolie

I’ve tested over 10 filtered showerheads, but I always come back to Jolie’s, which I’ve used for over two years. Its filter removes chlorine, heavy metals and other contaminants from water, and it comes with all the materials and instructions you need for installation (which takes less than 10 minutes). Since using the Jolie, my hair is softer and stronger, and my skin feels dry. You have to change the filter every 90 days — replacements are currently 25% off.

4.3-star average rating from 104,139 reviews on Amazon

Color Wow’s Dream Coat spray helps hair repel moisture and humidity to prevent frizz, and it makes hair look glossy and smooth. “I’ve been using the spray for over two years and I don’t remember what it was like to blow dry my hair without it,” says associate commerce social editor Caitlin Cusack. “It makes a noticeable difference in my frizz and leaves my hair feeling soft for days between washes.” The brand recommends reapplying it every three to four shampoos, and there’s also a version for curly hair that I swear by.

4.4-star average rating from 50,398 reviews on Amazon

This foot peel transforms my feet from cracked and calloused to soft and smooth. Each package comes with two exfoliating booties made with lactic acid, glycolic acid and botanical extracts. You wear the booties for an hour, rinse your feet off and wait. Five to seven days later, the dead skin layer starts peeling off. Peeling usually lasts about a week, according to the brand.

4.4-star average rating from 28,325 reviews on Amazon

“I have a variety of face masks in my vanity, but Biodance’s are the only ones I consistently re-buy,” says Rodriguez. “They feel soothing and hydrating the instant I put them on, and leave my skin glowy the next morning.” The sheet masks come individually wrapped in a pack of four and are soaked in a serum made from ingredients like niacinamide, collagen peptides and hyaluronic acid. Once you apply the mask, the serum absorbs into your skin in about three to four hours, at which point it becomes translucent.

4.0-star average rating from 1,911 reviews at Alo

Alo’s Warrior Mat is the complete package in my book, and I’ve relied on it during hot yoga, HIIT and pilates classes for years. It’s cushioned enough to protect my body from the hard floor, but not too much that I feel unstable while standing on it. The mat also has a grippy, moisture-wicking surface to prevent sweat from pooling, so I never worry about slipping. It’s oversized, giving me ample room to work out, and on the heavier side, which is one of my favorite parts about it — the Warrior Mat never moves around while I’m jumping or running in place.

Best Black Friday travel deals

4.4-star average rating from 8,374 reviews on Amazon

I never travel without this foldable wireless charging pad, which repowers my phone, earbuds and Apple Watch when it’s flat. You can also fold it into a phone stand, as well as a compact disc that takes up very little space in your bag — for easy access, I slip it into an outside pocket of my backpack or suitcase.

4.3-star average rating from 8,266 reviews on Amazon

No matter how much I beat up my Samsonite luggage, it still works perfectly and looks pristine. This set comes with a 19-inch carry-on and a 28-inch checked bag, both of which have a scratch-resistant hard outer shell, 360-degree spinner wheels and internal organization systems. The carry-on bag comes with a built-in charging system, while the checked bag has a built-in TSA lock.

Best Black Friday sales

Here are the best Black Friday sales to know about. Keep in mind, not every item from a brand is discounted as described below.

Best sales overall

1. Amazon: Up to 60% off select deals now, and save even more during Amazon’s Black Friday Week through Dec. 1
2. Walmart: Up to 50% off site- and store-wide, plus get 50% off a Walmart+ membership
3. Target: Up to 50% off sitewide online and in stores through Nov. 29
4. Best Buy: Up to 50% off online and in stores, with new limited-time deals constantly added
5. Home Depot: Shop discounts site- and store-wide through Dec. 3
6. Lowe’s: Up to 50% off select products sitewide
7. Nordstrom: Up to 60% off sitewide and up to 40% off designer clearance through
8. Sephora: Up to 50% off sitewide, plus new deals daily up to 30% off, through Dec. 4
9. Ulta: Up to 50% off select products sitewide
10. Macy’s: Up to 75% off sitewide
11. Wayfair: Up to 80% off sitewide through Dec. 3
12. Bookshop.org: Up to 25% off select titles with code BOOKISH through Nov. 30
13. MasterClass: 50% off sitewide through Dec. 1
14. Urban Outfitters: Up to 40% off through Dec. 1
15. Minted: Up to 20% off sitewide plus free shipping with code BF2025 through Nov. 28
16. Crate & Barrel: Up to 50% off sitewide, plus free shipping on orders $55 or more through Dec. 3
17. Ring Concierge: Up to 30% off sitewide through Dec. 2
18. Béis: Up to 30% off sitewide, plus daily doorbusters
19. Chasing Paper: Up to 20% off sitewide through Dec. 1

Best streaming service sales

1. HBO Max: Get the Basic with Ads plan for $2.99 per month for a year (70% off) through Dec. 1
2. Apple TV: $5.99 per month for six months (over 50% off)
3. Disney +, Hulu Bundle: $4.99 per month for a year (61% off) through Dec. 1
4. Paramount+: $2.99 per month for two months when you sign up for a monthly plan through Dec. 2
5. Starz: $2.99 per month for three months (73% off) when you sign up for a monthly plan

Best tech sales

1. Tile: Up to 41% off Tile trackers sitewide through Dec. 29
2. Sonos: Up to 30% off headphones, speakers and home theatre products through Dec. 1
3. JBL: Up to 70% off Bluetooth speakers, headphones, earbuds, home audio and more
4. JLab: Up to 50% off tech sitewide
5. RadioShack: Up to 50% off sitewide through Dec. 4
6. Ray-Ban Meta: 20% off all Ray-Ban Meta (Gen 1) models through Dec. 1
7. Garmin: Up to $500 of smartwatches and tech for sports, fitness, outdoor recreation and more
8. Hatch: $30 off the Hatch Restore
9. Whoop: Up to 70% off devices, plus discounts on memberships, through Dec. 2
10. Sony: Up to 55% off headphones, cameras, TVs, soundbars and gaming gear
11. Casetify: Up to 35% off sitewide through Dec. 1
12. Logitech: Up to 50% off sitewide through Dec. 1
13. Panasonic: Up to 32% off tech sitewide

Best home sales

1. Sleep Number: Up to 50% off smart beds, mattresses, bedding and more
2. Ettitude: Up to 30% off sitewide, plus up to 60% off final sale products, through Dec. 8
3. Avocado Green Mattress: Up to 20% off sitewide through Dec. 8
4. Bearaby: Up to 30% off sitewide through Dec. 4
5. Canopy: Up to 50% off humidifiers, filters and more sitewide through Dec. 4
6. Joybird: Up to 45% off sitewide through Dec. 1
7. Eight Sleep: Up to $700 Eight Sleep systems through Dec. 1
8. Magnolia Home: Up to 65% off sitewide
9. Branch Basics: Up to 25% off sitewide through Dec. 1
10. Crane & Canopy: Up to 20% off bedding, sheets, home decor and more with code EPIC through Dec. 2
11. Tumble: Up to 45% off sitewide through Dec. 3
12. Parachute: Up to 25% off sitewide through Dec. 1
13. Printique: 25% off sitewide with code BFCM25 through Dec.1
14. Ruggable: Up to 40% off sitewide through Nov. 30
15. Funboy: 25% off sitewide with code 25OFF through Dec. 1
16. Rifle Paper Co: Up to 50% off sitewide through Dec. 5
17. Artifact Uprising: 35% off holiday cards with code BLACKFRIDAY through Nov.
18. Coop Sleep: Up to 60% off through Nov. 30
19. Kathy Kuo Home: Up to 40% off sitewide through Dec. 3
20. Woof: 20 to 30% off sitewide through Nov. 30
21. Leatherology: Up to 25% sitewide with code HOLIDAY25 through Dec. 1
22. Bissell: Up to 50% off select products through Dec. 6
23. Blueland: 20% off sitewide, plus 30% off new autoship deliveries through Dec. 1
24. The Laundress: Up to 25% off sitewide through Nov. 30
25. Tinkr: Up to 30% off sitewide, plus free shipping on orders $60 or more, through Dec. 1
26. My Sheets Rock: Up to 25% off sheets, pillows and comforters with code EPIC35 through Dec. 2
27. Madison Park: Up to 25% off sitewide through Dec. 1
28. SimpliSafe: Up to 70& off home security systems
29. The New Savant: Up to 40% off sitewide through Dec. 2
30. Windmill: Up to 40% off air purifiers, up to $150 off air conditioners and more savings on accessories

Best kitchen sales

1. Great Jones: Up to 50% off sitewide
2. Our Place: Up to 35% off sitewide
3. Hydro Flask: 25% off sitewide (limited exceptions), plus 50% off the sale section, through Dec. 1
4. Made In: Up to 30% off cookware and kitchen tools sitewide through Dec. 7
5. Zwilling: Up to 65% off through Dec. 31
6. Staub: Up to 65% off through Dec. 31
7. Caraway: Up to 20% off sitewide
8. OmieBox: 20% off sitewide through Dec. 2
9. Culligan: Up to 30% off sitewide through Dec. 8
10. Beast Health: Up to 20% off blenders and accessories through Dec. 21
11. Fable: Up to 30% off sitewide plus free shipping through Dec. 1
12. Fellow: Up to 25% off through Dec. 1
13. Mill: Up to $300 off the food recycler through Dec. 1
14. GreenPan: Up to 75% off sitewide
15. KitchenAid: Up to 35% off sitewide through Dec. 4
16. De’Longhi: Up to $500 off select machines through Dec. 6
17. Keurig: Up to 25% off sitewide with code WINTER2025 through Dec. 27, plus free shipping through Dec. 3
18. Gonzey: $100 off most ovens and 20% off all accessories through Dec. 24
19. Bentgo: 20% off sitewide through Dec. 2
20. Aeropress: Up to 25% off through Dec. 1
21. Terra Kaffe: Up to $600 select machines and bundles through Dec. 5

Best beauty sales

1. Mario Badescu: 30% off sitewide, plus additional limited-time offers with deeper discounts, through Dec. 14
2. Glossier: Up to 25% off sitewide
3. Color Wow: Up to 30% off bestselling hair care through Dec. 1
4. Laneige: 30% off sitewide through Dec. 1
5. Foreo: Up to 50% off sitewide with code BLACKFRIDAY
6. Grace & Stella: Up to 52% off sitewide
7. Jones Road Beauty: Up to 20% off sitewide through Dec. 1
8. Bluemercury: Up to 30% off sitewide
9. Starface: 30% off sitewide through Dec. 1
10. Peace Out Skincare: 30% off sitewide through Dec. 2
11. Billie: 20% off all purchases $20 or more with code SWIPE20 through Dec. 5
12. YSE Beauty: Up to 25% off sitewide through Dec. 1
13. Soko Glam: Up to 25% off sitewide through Dec. 8
14. True Botanicals: Up to 50% off sitewide through Dec. 3
15. Dermstore: Up to 30% off sitewide, plus loyalty members get 2x points on select brands, through Dec. 1
16. L’ange: Up to 70% off sitewide with code BLACKFRIDAY through Dec. 8
17. Quip: Up to 20% off through Dec. 3
18. Nécessaire: Up to 25% off sitewide through Dec. 1
19. Athena Club: Up to 20% off sitewide through Dec. 1
20. Isdin: Up to 30% off sitewide
21. Ursa Major: Up to 25% off sitewide through Dec. 1
22. Patrick Ta Beauty: 20% off sitewide
23. Evolvetogether: 20% off sitewide through Dec. 2
24. Dieux: Up to 30% off sitewide through Dec. 1
25. Harry’s: Up to 35% off sitewide through Dec. 3
26. Cocokind: Up to 25% off sitewide through Dec. 1
27. Smashbox: Up to 30% off sitewide through Dec. 3
28. Merit: Up to 44% off sitewide through Dec. 1
29. Joannah Czech: Up to 30% off skin care sitewide through Nov. 30
30. Ilia: Up to 20% off sitewide through Dec. 1
31. Tatcha: Up to 25% off sitewide through Dec. 3
32. Tarte Cosmetics: Up to 40% off sitewide with code CYBER through Dec. 2
33. Moroccanoil: 45% off sitewide with code UNWRAP25 through Dec. 3
34. Glamnetic: Up to 35% off sitewide through Dec. 2
35. Hero Cosmetics: Up to 20% off sitewide through Dec. 1
36. Tower 28: 28% off sitewide
37. Dibs Beauty: Up to 25% off sitewide through Dec. 2
38. Kora Organics: Up to 25% off sitewide through Dec. 1
39. Marie Veronique: Up to 20% off sitewide through Dec. 1
40. Rodan + Fields: Up to 20% off sitewide through Dec. 1
41. Mane: Up to 25% off sitewide with code PINKFRIDAY through Dec. 1
42. Etoile: Up to 30% off sitewide through Dec. 1
43. Ghd: Up to 30% off sitewide through Dec. 9
44. Noyz: Up to 25% off through Dec. 1

Best apparel, accessory and footwear sales

1. Aritzia: 20 to 50% off sitewide online and in stores through Dec. 1
2. La Sportiva: 20% off footwear through Dec. 1
3. Land’s End: Up to 60% off sitewide
4. Spanx: Up to 50% off sitewide through Dec. 2
5. Gorjana: Up to $100 orders through Dec. 1
6. Hanna Andersson: 40% off sitewide
7. Bombas: 25% off sitewide
8. Wrangler: 30% off sitewide through Dec. 2
9. Saucony: Up to 25% off sitewide (excluding Endorphin, Triumph and Hurricane styles) through Dec. 1
10. Merrell: Up to 50% off sitewide, plus select doorbuster deals, through Dec. 3
11. Birdy Grey: Up to 75% off sitewide through Dec. 1
12. Saks Off Fifth: Up to 85% off sitewide through Nov. 30
13. UntuckIt: Up to 60% off sitewide through Dec. 1
14. Reformation: Up to 25% off sitewide through Dec. 1
15. Abercrombie: 25% to 50% off sitewide through Dec. 1
16. Hollister: Up to 30% off sitewide through Nov. 30
17. Reef: Up to 30% off sitewide through Dec. 2
18. DSW: Up to 30% off sitewide through Nov. 30
19. Allbirds: Up to 50% off
20. StitchFix: Up to 40% off sitewide through Dec. 27
21. Summersalt: Up to 35% off sitewide through Dec. 2
22. Free People: Up to 50% off select Free People and FP Movement pieces through Nov. 28
23. Outdoor Voices: Up to 40% off sitewide, plus additional markdowns on OV Extra, through Dec. 1
24. Bogg: Up to 25% off sitewide through Dec. 1
25. Perfectwhitetee: Up to 30% off sitewide through Dec. 1
26. Lake Pajamas: Up to 25% off sitewide through Dec. 1
27. Municipal: Up to 70% off sitewide through Dec. 3
28. Dearfoams: Up to 30% off sitewide through Dec. 1
29. Kizik: Up to 60% off bestsellers through Dec. 1
30. Quay: Up to 50% off sitewide through Dec. 3
31. Shopbop: Up to 25% off sitewide through Dec. 1
32. Life is Good: Up to 30% off sitewide through Dec. 1
33. Pair Eyewear: Up to 30% off sitewide through Dec. 31
34. Liverpool Los Angeles: Up to 30% off sitewide with code CYBER30 through Dec. 1
35. Underoutfit: Up to 60% off sitewide through Dec. 1
36. Set Active: Up to 30% off sitewide through Dec. 2
37. Marie Oliver: Up to 30% off sitewide with code THANKFUL25 through Nov. 30
38. Lily Pulitzer: Up to 30% off sitewide through Dec. 2
39. Caitlyn Minimalist: Up to 40% off sitewide through Dec. 3
40. HeyDude: Up to 25% off sitewide, plus an extra 30% to 40% off sale styles, through Dec. 7
41. Hoka: Hoka members (which you can become for free) get 20% off all styles through Dec. 1
42. Guess Jeans: Up to 30% off sitewide through Dec. 1
43. EBY: Up to 30% off sitewide through Nov. 30

Best wellness and fitness sales

1. Bala: 25% off sitewide with code PLAYTIME25 through Nov. 30
2. Pvolve: 20% off sitewide wide code BF20 through Dec. 8
3. HigherDose: 20% off sitewide with code BFCM2025 and 30% off bundles
4. Larq: Up to 30% off sitewide
5. Flaus: 25% off sitewide and up to 40% off bundles through Dec. 4
6. CorePower Yoga: 20% off All Access memberships, plus 30% off retail in-studio and online through Dec. 1. Also, take free classes at studios nationwide on Friday, Nov. 28
7. Chirp: Up to 20% off sitewide through Dec. 2
8. AG1: 25% off your first subscription order through Dec. 1
9. Slate Flosser: Up to 40% off electric flossers and bundles though Dec. 2
10. LifeStraw: Up to 40% off sitewide through Nov. 29

Best kids and baby sales

1. Willow: Up to 50% off sitewide through Nov. 30
2. Elvie: Up to 50% off sitewide through Nov. 30
3. Lovevery: Up to 25% off sitewide through Dec. 7
4. Owlet: Up to $110 off products through Dec. 1
5. Little Sleepies: Up to 30% off sitewide with code COMFY

Best travel sales

1. Away: 25% off sitewide, plus an extra 10% off when you spend $750
2. Samsonite: Up to 40% off sitewide
3. Calpak: Up to 60% off select items and 20% off sitewide through Dec. 8
4. July: Up to 25% off orders of two products or more through Dec. 1
5. Cadence: Up to 30% off sitewide
6. Trtl: Up to 70% off sitewide through Dec. 3
7. Carl Friedrik: 30% off sitewide through Dec. 1
8. Delsey Paris: Up to 50% off sitewide through Nov. 30
9. Jansport: Up to 20% off sitewide plus free shipping through Nov. 30
10. Monos: Up to 25% off sitewide
11. Caraa: 25% off sitewide through Dec. 1
12. Aloha Collection: Up to 50% off sitewide through Dec. 2
13. American Tourister: Up 40% off select items sitewide through Dec. 9, plus an extra 10% off full-price items with code THANKS10 through Dec 3

How I found The Best Black Friday Deals

All of my recommendations above are based on NBC Select’s previous coverage and reporting, including products the NBC Select staff tested firsthand. I vetted each deal to make sure it’s 20% off or more and highly rated with at least a 4.0-star average rating from hundreds of reviews. When possible, I ran deals through price trackers like CamelCamelCamel to prioritize highlighting products that are at their lowest price in at least three months or lowest price ever.

I also wrote about every deal in this article and worked with NBC Select editors to finalize the live list, which I’m frequently updating throughout Black Friday to reflect the most up-to-date prices. For more information on our editorial team and how we choose products, check out this page.

Why Trust NBC Select?

I’m a reporter for NBC Select who has covered Black Friday deals and sales for over five years. I’ve also written about the history of Black Friday and explained what to buy and what to skip. I’ve appeared in Black Friday-related NBC News NOW broadcast segments and co-hosted a For What It’s Worth livecast episode about the sale, too. Prior to Black Friday, I sorted through sales across retailers to find worthwhile discounts you should know about.

Catch up on NBC Select’s in-depth coverage of tech and tools, wellness and more, and follow us on Facebook, Instagram, Twitter and TikTok to stay up to date.

Investor Focus on the Fed:

The Federal Reserve’s likely interest rate cut has investors watching closely. Bart Melek, Global Head of Commodity Strategy at TD Securities, stated that the forecasted economic slowdown in 2026 and the Fed’s potential rate reduction are expected to draw investors back into gold. Melek added that gold performs well in low-interest-rate environments.

Recent dovish comments from Fed Governors, including Christopher Waller and John Williams, along with weaker economic data, have heightened expectations for a rate cut next month. Currently, there is an 87% chance of a rate reduction in December, up from 50% last week.

Jim Wyckoff, Senior Analyst at Kitco Metals, noted that the technical chart for silver shows a strong upward trend, attracting speculative buying in the precious metals market.

Weak Demand in Key Asian Markets:

Gold demand in major Asian markets softened this week due to high prices, despite the start of India’s wedding season. In China, the removal of tax exemptions for gold purchases has further impacted consumer demand.

Despite this, platinum and palladium saw strong performances. Platinum increased by 4%, reaching $1,672.50 per ounce, up 10.7% for the week, while palladium rose by 0.8% to $1,450.16, with a 5.6% weekly increase.

This continued surge in precious metal prices highlights growing investor interest amid expectations of a shift in U.S. monetary policy and ongoing market volatility.

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This holiday season, tariffs are threatening the survival of a small Christmas supply business outside of Salt Lake City.

Jared and Dawnita Hendricks have owned Village Lighting for 23 years, selling and distributing a variety of Christmas products to big box stores and directly to consumers online. The company currently employs 15 people.

But when Village Lighting’s 2025 holiday season garlands, wreaths, lights and decor arrived by ship at U.S. ports from Asia in recent months, many of them carried additional tariff costs of up to 50% per item.

These added fees are the result of President Donald Trump’s far reaching tariff agenda, which has seen U.S. import duties rise to levels not seen in over a century.

The Trump administration claims tariffs will boost the U.S. economy in part by forcing manufacturers to move operations to the United States, and further by forcing U.S. trade partners to make concessions.

But these global economic forces feel very far away from West Valley City, Utah, where tariff costs at Village Lighting are outpacing the company’s expected profit margins.

“The tariff costs in and of themselves are not sustainable, and I don’t believe we can raise the cost enough to the consumers to be profitable” Jared Hendricks told NBC News during an interview at his warehouse in Utah.

It’s an issue plaguing the entire Christmas decor industry, which for decades has relied on goods imported from Asia.

American small businesses importing holiday decor this year have already spent more than $400 million on tariff fees, according to an estimate from a coalition of small businesses called “We Pay the Tariffs,” which counts Village Lighting among its members.

Compared to the roughly $26 million these same companies paid in tariffs last year, that’s an increase of at least 1,438%.

Across the United States, companies of all sizes have tried to time their overseas orders in the hopes of avoiding the worst tariff fees.

But for Village Lighting, which orders inventory up to a year in advance, this wasn’t an option.

After enjoying one of the company’s most successful years ever in 2024, the Hendricks decided to order extra inventory this year, a process that began last December and was completed by February.

So when Trump announced sweeping tariffs on nearly all U.S. trading partners in early April, it was too late for the Hendricks’ to cut back their orders, which were already loaded on container ships by the time the tariffs took effect.

In an effort to keep their prices as low as possible, the Hendricks have opted to absorb the majority of the added tariff costs.

So far, that has cost them nearly $750,000 and counting. Tariffs are withdrawn directly from the couple’s bank account 30 days after each product arrives at a U.S. port.

Their goal is to keep any retail price hikes under 5% this Christmas season.

But the only way to do that, said Jared, was by “leveraging everything,” including their home with a line of credit.

“We went from working towards a profit to working for tariffs,” said Jared. “It’s affected our home life, our health. It has been the most stressful, difficult, challenging year of 23 years of businesses that we ever had.”

This isn’t the first time Village Lighting has had to contend with abrupt changes to tariff rates.

During the first Trump administration, average U.S. tariff rates on Chinese imports swelled to around 20%, up from a simple tariff rate of just 2.8% in 2015.

The Hendricks responded at the time by attempting to diversify their supply chain across several Southeast Asian countries, including Indonesia, Cambodia and Malaysia.

But these countries were all hit with high tariffs in early April of this year, swept up in Trump’s “Liberation Day” tariffs.

At that point, said Jared, all his planning “went out the window.”

Moving Village Lighting’s manufacturing operations to the United States would be nearly impossible, the Hendricks say, because of the type of complex machinery and skilled labor that are required to make the Christmas goods they sell.

“A dozen different factories go into one wreath or garland,” Jared said. “It’s not a matter of me opening up one factory. It’s a matter of me opening up two dozen factories and somehow providing a pathway to get raw materials.”

He said that it was unlikely “that anyone in our situation could ever financially find a way to make that happen.”

The Hendricks are not alone in feeling the sting of tariffs this holiday season. Consumers are dealing with it, too.

According to a recent survey from the National Retail Federation, 85% of shoppers expect to pay more this year because of tariffs.

And they’re right — Lending Tree, an online lending marketplace, found that tariffs will cost the average American an additional $132 on their holiday expenses this year. Goldman Sachs estimates that consumers are picking up as much as 55% of overall tariff costs.

The Hendricks said they feel like small businesses are bearing the brunt of Trump’s tariff pains.

“When there was Covid, it felt like the whole country was kind of in it together,” said Dawnita Hendricks. “This kind of feels like it’s just us against the failure of our business, because of something we cannot control.”

That lack of control is clouding Village Lighting’s future.

“After 23 years, you kind of start thinking about, what’s the second half of my life going to look like?” said Jared.

“Are we going to be able to move to the next level, so that we can retire and enjoy our grandchildren and whatever?”

Tariffs, he said, “really just put a halt to that, and made us question, ‘What’s next?’”

Jetstar has grounded some of its Airbus fleet in Australia and cancelled domestic and international flights after the aerospace manufacturer ordered software changes to thousands of its A320 planes following a mid-air incident.

Ninety Jetstar flights were affected on Saturday with disruption expected to continue until Sunday, the airline’s head of flying operations, Tyrone Simes, told reporters at Melbourne airport.

Airbus said on Friday it was ordering an immediate software change on a “significant number” of its bestselling A320 family of aircraft, a narrow-body plane which is also used by Virgin Australia and Qantas.

Simes said on Saturday Airbus had issued Jetstar with a maintenance directive to reverse a software upgrade that had been installed on some planes and resulted in a malfunction.

He said 34 of Jetstar’s 85 Airbus fleet were affected, but engineers could complete the software update on the ground in Australia, which would take about two to three hours for each plane.

Jetstar said earlier on Saturday morning some of its flights were unable to depart, but did not immediately confirm how many planes were grounded or which routes would be affected.

“Safety is our number one priority. To respond to a precautionary action from Airbus, we have cancelled some Jetstar Airways flights,” the airline said.

“Our teams are working on options to get customers on their way as quickly as possible and are contacting affected customers directly.”

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Twelve Jetstar flights from Melbourne and 18 out of Sydney were cancelled on Saturday morning including international flights to Port Vila, Singapore and Bali. Two Jetstar flights into Perth and two departures from the same airport were cancelled.

The global recall was issued after an incident involving a JetBlue flight from Cancún, Mexico, to Newark, New Jersey, on 30 October, in which several passengers were hurt after a sudden drop in altitude.

The European Union Aviation Safety Agency, which is the main certifying authority for A320 aircraft, described it in the recall notice as an “uncommanded and limited pitch down event” but said if uncorrected it could lead in the worst-case scenario to “an uncommanded elevator movement that may result in exceeding the aircraft’s structural capability”.

Qantas also owns planes in the A320 family, but the airline said on Saturday none of its planes or flights were affected as none of its fleet required the software update.

Virgin Australia operates four A320-class planes on its Western Australian regional service but said its Boeing 737 fleet was able to cover the small number of flights that A320s were to have flown.

“We do not anticipate any impact to either Virgin Australia or our regional airline operations,” a spokesperson for the company said on Saturday morning.

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Air New Zealand operates A320 aircraft in its domestic and international network. The airline said it had cancelled 12 services on Saturday and was expecting “some further disruption today”, but said all its services between New Zealand and Australia were running.

“Customers travelling today should continue to check the Air NZ app or website for the latest information on their flight,” its chief safety and risk officer, Nathan McGraw, said.

“We will provide updates on impacts to our schedule as soon as we have more information. We know unexpected changes are frustrating, and we are working hard to keep customers moving wherever possible.”

McGraw said “this is a precautionary software update and does not present an immediate safety risk to our flights”.

Airbus said in a statement it had ordered the software update after the JetBlue incident revealed that intense solar radiation might corrupt data critical to the functioning of flight controls.

“Airbus has worked proactively with the aviation authorities to request immediate precautionary action from operators via an Alert Operators Transmission (AOT) in order to implement the available software and/or hardware protection, and ensure the fleet is safe to fly,” a spokesperson said.

The company acknowledged the “recommendations” would result in disruptions to passengers and apologised for the inconvenience caused.

Story Continues

Worldline (ENXTPA:WLN) has drawn renewed interest after launching its Android SmartPOS solution in the UK. The new platform aims to simplify payments and customer engagement for small and medium-sized businesses by unifying core operations.

See our latest analysis for Worldline.

Worldline’s push into Android SmartPOS comes as the company navigates a rocky stretch in the market. The past month has seen a 33.9% drop in its share price, while the total shareholder return over the last year has plunged 77%. Despite recent innovation, momentum remains weak and investors are waiting for signs of a real turnaround before confidence returns.

If the evolving landscape in digital payments has you thinking beyond the usual picks, now is a great moment to discover fast growing stocks with high insider ownership

So with shares trading well below analyst targets and a new product on the scene, is Worldline an overlooked value play, or is the market factoring in all the risks around its recovery and future growth?

With Worldline’s last close at €1.53, the most popular narrative sees fair value at €2.51, a sizable disconnect that is fueling debate about the company’s turnaround efforts and what’s needed to close the gap.

The launch of next-generation digital payment products (Wero in Germany, France, Belgium; refactored e-commerce platform rolled out with Credit Agricole; UK post-Brexit offering) coupled with investment reallocations from MeTS divestment supports Worldline’s capacity to capture greater volumes from the ongoing shift to cashless payments and e-commerce growth (especially in underpenetrated European and emerging markets), positively impacting future revenue and top-line growth.

Read the complete narrative.

Want to see what sits under this bold valuation call? The secret sauce is in aggressive profit margin forecasts and a projected earnings turnaround fit for a comeback story. Ready to see which financial levers carry the most weight in this optimistic scenario? The full narrative has the details the market is watching.

Result: Fair Value of €2.51 (UNDERVALUED)

Have a read of the narrative in full and understand what’s behind the forecasts.

However, ongoing declines in revenue and persistent pressure on profit margins could undermine even the most optimistic forecasts for Worldline’s turnaround story.

Find out about the key risks to this Worldline narrative.

If you see things differently or are keen to chart your own course, it takes just a few minutes to shape your own perspective. Do it your way.

A great starting point for your Worldline research is our analysis highlighting 3 key rewards and 1 important warning sign that could impact your investment decision.

Smart investors never stick to just one story. Get ahead of the crowd by checking out high-potential stocks and trends everyone will be talking about tomorrow.

This article by Simply Wall St is general in nature. We provide commentary based on historical data and analyst forecasts only using an unbiased methodology and our articles are not intended to be financial advice. It does not constitute a recommendation to buy or sell any stock, and does not take account of your objectives, or your financial situation. We aim to bring you long-term focused analysis driven by fundamental data. Note that our analysis may not factor in the latest price-sensitive company announcements or qualitative material. Simply Wall St has no position in any stocks mentioned.

Companies discussed in this article include WLN.PA.

Have feedback on this article? Concerned about the content? Get in touch with us directly. Alternatively, email editorial-team@simplywallst.com

Introduction

Background

Adolescent mental health is a cornerstone of national well-being and a pivotal focus of China’s “Healthy China” initiative. This commitment is demonstrated by consecutive national policies explicitly targeting the enhancement of mental health literacy (MHL). Key actions include the “Healthy China Action (2019-2030),” which sets specific literacy targets, and the “Action Plan for Children and Adolescent Mental Health (2019-2022),” which aimed to boost mental health knowledge among youths [,]. This policy momentum has been sustained through recent strategic outlines, underscoring the ongoing priority of safeguarding adolescent psychological well-being [,].

Against this policy backdrop, a pressing public health challenge has emerged. National data indicate that 14.8% of adolescents in China face depression risk, with 40% frequently experiencing loneliness [,]. This psychological vulnerability coexists with a near-saturated digital environment, characterized by 96.8% internet penetration among minors []. Within this context, a pronounced reliance on digital technology is evident, as over one-third of adolescents exhibit psychological dependence on smartphones. Moreover, prolonged social media use is linked to a significantly increased risk of anxiety and depression []. This combination of factors means today’s teenagers, who are “digital natives,” face 2 major risks: heightened psychological distress and problematic social media use. Therefore, improving health literacy—particularly in the digital mental health domain (mental eHealth literacy [MeHL])—and mitigating social media addiction (SMA) has emerged as a critical public health imperative.

Enhancing health literacy is widely established as a cornerstone strategy for public health improvement [,]. Yet, adolescents often exhibit insufficient health literacy, which manifests as help-seeking dilemmas (eg, “not recognizing illness” or “recognizing but not seeking treatment”) that hinder access to care []. This is particularly critical for senior high school students, whose developing literacy can shape lifelong health trajectories. In theory, health literacy is thought not only to directly affect health but also to work by influencing other factors (as a mediator) or by changing the strength of a relationship (as a moderator) [-].

However, research has seldom examined the distinct and potentially synergistic roles of its multidimensional facets in the digital context. Specifically, a significant gap remains in understanding the interplay between MHL—focused on psychological cognition, eHealth literacy (eHL)—centered on digital competency, and their integration as MeHL in relation to adolescent SMA and depression-anxiety-stress (DASS). To address this gap, this study aims to investigate the multifaceted effects and underlying mechanisms of this multidimensional health literacy framework, thereby informing targeted mental health interventions.

Theory and Research Hypotheses

Health Literacy, SMA, and DASS

Health literacy, initially proposed by Simonds in 1974, emphasizes improving public health decision-making skills through education []. Later, Nutbeam [] further expanded the concept, proposing a 3-level model of functional, interactive, and critical health literacy, focusing on individuals’ ability to acquire health information while emphasizing the ability to assess information and implement health decisions. The World Health Organization defines health literacy as “the ability to access, understand, evaluate, and apply health information and services to promote and maintain good health” []. In the “Healthy China Action (2019-2030)” [], health literacy is viewed as the ability to acquire, process, and understand health-related information, which is essential for maintaining or improving health and quality of life, and is a critical means for improving health outcomes and promoting healthy behaviors. Thus, health literacy is not limited to the acquisition of health knowledge but emphasizes the promotion of overall health through effective health decision-making and behavior change.

As an important branch of health literacy, mental health literacy was first introduced by Jorm et al [], focusing initially on individuals’ ability to recognize, understand, and address mental health issues, while emphasizing the reduction of stigma and the enhancement of help-seeking willingness []. As research deepened, the scope expanded to include multiple dimensions such as recognizing mental health problems, understanding causes, and coping strategies []. The core feature of MHL focuses on psychological content, emphasizing cognitive processing and attitude transformation toward mental states.

With the widespread penetration of digital technologies, eHL and MeHL have emerged. The former, defined by Norman and Skinner [], emphasizes the ability to search, evaluate, and apply broad health information through electronic media, highlighting the operational characteristics of media approaches. The latter, as an emerging concept, is defined as “the knowledge, beliefs, and skills to manage mental health through digital tools” [], which represents an intersection of MHL and eHL within a specific technological context. It is a dual-core integration dimension of “media × psychology.” Although these 3 aspects fall under the health literacy system, they are interconnected but not hierarchically subordinate, and should be understood as parallel and intersecting multidimensional variables []. In conclusion, health literacy is a multidimensional, systematic concept that encompasses the acquisition, understanding, judgment, and application of health knowledge and services. It is a learned psychological tendency that is highly interventionable and modifiable [].

In the current educational context, stress has become a significant psychosocial factor affecting adolescents, with anxiety and depression being the most common mental health disorders []. According to data from the China Youth Research Center [], the detection rate of anxiety among primary and secondary school students is 31.3%, with a depression risk rate of 17.9%. Additionally, 57.4% of high school students report high levels of academic pressure. Many adolescents delay or are unwilling to seek psychological support due to the stigmatization of mental health issues, lack of knowledge about mental health assistance, and insufficient external support [], reflecting a deficiency in MHL. Adolescent mental health is directly influenced by MHL. Good MHL not only helps to recognize mental disorders [] but also increases help-seeking willingness and coping ability [], alleviates negative emotions, and reduces the risk of depression and anxiety [,], with a particularly significant improvement observed in adolescents with mild to moderate depression.

eHL, which is the ability to obtain and apply online health information, is also crucial for adolescent mental health. Lower levels of eHL lead to difficulties in understanding information, which in turn affects health management behaviors. Higher levels of eHL are linked to adolescents’ ability to acquire effective health resources, higher psychological well-being, and better self-regulation abilities []. Furthermore, eHL is negatively correlated with anxiety and depression [], playing a positive role in relieving psychological stress, enhancing social support, and improving emotional adaptability [,].

SMA, as a typical behavioral addiction of the digital age, is characterized by maladaptive dependence on social media platforms and a loss of self-regulation []. A representative survey of nearly 6000 adolescents revealed that 4.5% of them are at risk for SMA [], with prevalence rates generally higher than those in university students and community adults []. Existing research primarily explains the mechanisms of SMA from the perspectives of personality traits (eg, emotional stability) and negative emotions (eg, depression and anxiety) [], with limited attention given to the role of health literacy.

Social cognitive theory (SCT) suggests that the interaction between individuals, behaviors, and environments shapes behavioral patterns, and adolescents’ social media use is influenced not only by the media environment but also by their level of health literacy []. Research has found that higher MHL is significantly associated with a lower likelihood of SMA and can effectively intervene in maladaptive usage behaviors []. eHL has also been shown to be strongly negatively correlated with internet addiction []. Adolescents with lower health literacy are more likely to develop internet dependence, using the internet to distract themselves, escape reality, or regulate negative emotions such as loneliness, anxiety, and depression []. The information overload and social pressure in the online environment further amplify their negative emotional experiences, particularly in groups with insufficient eHL, which increases the likelihood of feelings of anxiety, isolation, and self-denial [].

It is crucial to distinguish between the core constructs of “digital literacy” (eg, eHL) and the contextual challenge of “information overload.” Digital literacy refers to an individual’s subjective capability to process digital health information, acting as a protective factor. In contrast, information overload represents an objective environmental stressor or risk factor. The core logic of our framework is to investigate how high levels of digital literacy enable adolescents to effectively navigate and mitigate risks within an information-overloaded environment. Additionally, adolescents who use social media for more than 2 hours a day often experience increased DASS and suicidal ideation, highlighting the real threat of addictive behaviors. The higher the level of eHL, the more effectively individuals can use digital resources to regulate emotions and improve behavioral health, demonstrating lower addiction tendencies and higher psychological resilience.

The Impact of Health Literacy on SMA and DASS

MeHL is a composite literacy formed by integrating the core elements of MHL and eHL in the context of digital media. It emphasizes an individual’s ability to acquire, understand, assess, and apply mental health information using digital tools []. Compared to MHL, which focuses on the recognition and management of mental health problems, and eHL, which emphasizes the acquisition and assessment of digital health information, MeHL involves both cognitive processing of psychological content and the technical processing of media information, forming an integrated, rather than subordinate, independent dimension [].

As an important intermediary pathway through which education levels influence health status, lower MeHL is significantly associated with an increased risk of mental health disorders []. Individuals with higher levels of eHL and MHL are better equipped to use digital platforms to access psychological support and intervention resources. This results in stronger MeHL, which enables them to more effectively identify and address psychological risks, thus reducing maladaptive and addictive behaviors associated with social media use []. Some studies also suggest that digital literacy is negatively correlated with behavioral addiction, meaning that the higher the digital skills, the better adolescents can avoid excessive social media use [].

Further research has found that both MHL and eHL have a significant positive effect on predicting health behaviors, and that MHL can play a key moderating role in the process by which eHL influences health behaviors, with its moderating effect reaching 31.1% []. Individuals with higher levels of eHL possess the ability to filter information and operate media tools, but without the cognitive support of MHL, they may find it difficult to convert information into effective behavioral intentions. On the other hand, individuals with higher MHL are more likely to proactively identify, understand, and integrate health information in complex digital environments, thereby enhancing their behavioral execution and psychological regulation []. This mechanism aligns with the behavioral-driving logic of “perceived benefits” and “self-efficacy” in the health belief model (HBM) [] and is consistent with the “individual-behavior-environment” triadic interaction pathway proposed by SCT [].

This Study

Existing research primarily focuses on the independent roles of eHL and MHL, lacking a comprehensive examination of their interactive effects, particularly in the context of SMA. While MeHL is an emerging concept, its role and interactions within the digital environment remain underexplored. To address these gaps through an integrated theoretical lens, this study synthesizes conservation of resources (COR) theory, HBM, and SCT. These theories offer complementary explanations: COR theory provides the motivational foundation by framing health literacy as a key personal resource; HBM elucidates the cognitive decision-making process; and SCT offers the overarching behavioral framework of triadic reciprocity. Guided by this framework, we construct a comprehensive model () to elucidate the joint influence pathways of eHL, MHL, and MeHL on adolescent SMA and DASS. The following hypotheses are proposed:

H1: eHL and MHL have a significant negative effect on adolescent SMA and DASS.

H2: MeHL mediates the effect of eHL and MHL on adolescent SMA and DASS.

H3: MHL significantly moderates the effect of eHL on MeHL and, through a dual moderation mediation pathway, influences SMA and DASS.

‎

Methods

Study Design

This study used a cross-sectional design with a stratified cluster random sampling method to examine the relationships between adolescents’ multidimensional health literacy and their engagement with SMA, as well as symptoms of depression, anxiety, and stress. The study was reported in accordance with the STROBE (Strengthening the Reporting of Observational Studies in Epidemiology) statement [].

Setting

This cross-sectional study was conducted in 5 provinces of China (Beijing, Zhejiang, Shanxi, Henan, and Jiangsu), selected to represent a range of regional digitalization levels. Data collection was carried out in the computer labs or classrooms of the participating schools over a 3-month period, from February to April 2025.

Participants

The sampling procedure was conducted in 3 stages: first, 5 provinces were selected as strata based on regional digitalization indices; second, 2 general high schools were randomly selected within each province; and finally, 2 intact classes were randomly chosen from each school, resulting in a total of 20 classes. The target population comprised adolescents attending school, with exclusion criteria including severe physical or mental disabilities, inability to independently complete the questionnaire, or ongoing related treatment. A total of 855 adolescents completed valid questionnaires (response rate 85.5%), with 449 (52.5%) males, 406 (47.5%) females, and a mean age of 16.38 (SD 0.86) years.

Variables

This study examined the following variable classes, all derived from self-report questionnaires:

• Outcome variables: SMA and a composite score of DASS served as the primary outcomes.
• Exposure variables: eHL and MHL were the core independent variables.
• Mediating variable: MeHL was tested as the mediator in the hypothesized pathways.
• Effect modifier: MHL was additionally examined as a moderator of the relationship between eHL and MeHL.
• Covariates: Participant age and gender were included as control variables in all multivariable analyses.

Measurement

eHealth Literacy Scale

The eHealth Literacy Scale (eHEALS) developed by Norman and Skinner [] was used. This scale contains 8 items and covers 3 dimensions: the ability to acquire, evaluate, and apply health information online. It assesses adolescents’ knowledge, comfort, and self-perceived ability to acquire, understand, assess, and apply electronic health information. The scale uses a 5-point Likert scale, with responses ranging from 1 (“strongly disagree”) to 5 (“strongly agree”). The total score ranges from 8 to 40, with higher scores indicating higher levels of eHL. In this study, the scale demonstrated excellent internal consistency, with both a Cronbach α of 0.944 and a McDonald ω of 0.959 for the total score. The consistency estimates for the 3 dimensions were also high: application ability (α=0.907; ω=0.948), evaluation ability (α=0.883; ω=0.934), and decision-making ability (α=0.809; ω=0.922).

Mental Health Literacy Scale

MHL was assessed using a 12-item short form adapted for this study from the original scale by O’Connor and Casey []. To ensure brevity, we selected items that best represented the 4 theoretical dimensions: problem recognition, willingness to seek help, knowledge understanding, and attitudes toward professional help. The measure uses a 5-point Likert scale (“1=strongly disagree” to “5=strongly agree”), and a sum score is calculated (range 12-60), with higher scores reflecting higher MHL. The validity and reliability of this adapted form were supported empirically in our sample: its structural validity was upheld by confirmatory factor analysis (CFA). It demonstrated high internal consistency, with a Cronbach α of 0.946 and a McDonald ω of 0.964 for the total score. The coefficients for the 4 dimensions were problem recognition (α=0.885; ω=0.942), help-seeking (α=0.838; ω=0.919), knowledge understanding (α=0.867; ω=0.941), and attitude (α=0.901; ω=0.949).

Mental eHealth Literacy Scale

The Mental eHealth Literacy Scale (MeHLS) developed by Richard [] was used. This scale consists of 23 items, divided into 3 dimensions: cognitive (8 items), knowledge (7 items), and skills (8 items), to assess an individual’s knowledge, beliefs, and online information processing abilities in managing mental health. The scale uses a 5-point Likert scale (“1=never” to “5=always”), with a total score range of 23 to 115. Higher scores indicate higher levels of digital MHL. In this study, the internal consistency was excellent, with a Cronbach α of 0.953 and a McDonald ω of 0.960 for the total scale. The values for the 3 dimensions were cognitive (α=0.933; ω=0.949), knowledge (α=0.929; ω=0.943), and skills (α=0.937; ω=0.948).

Social Media Addiction Scale

The Bergen Social Media Addiction Scale (BSMAS), developed by Banyai [], was used for assessment. This scale consists of 6 items reflecting 6 typical addiction characteristics: salience, emotional regulation, tolerance, withdrawal symptoms, conflict, and relapse [,]. In line with its widespread application and robust psychometric validation across different cultures and adolescent samples, the BSMAS is consistently treated as a unidimensional scale, and the sum of all items is used to indicate the severity of SMA tendencies [-]. It is used to identify adolescents’ problematic social media use behaviors. The scale uses a 5-point Likert scale (“1=never” to “5=always”), with a total score range of 6 to 30. Higher scores indicate stronger tendencies toward SMA. In this study, the internal consistency for the scale was good, as indicated by both Cronbach α (0.894) and McDonald ω (0.928).

Depression-Anxiety-Stress Scale

The Depression Anxiety Stress Scale-21 (DASS-21), developed by Lovibond in 1995 and later revised and optimized by Antony, was used. This scale contains 21 items divided into 3 subscales—depression, anxiety, and stress—to assess the severity of emotional symptoms over the past week. The scale uses a 4-point Likert scale (“0=never” to “3=always”), with higher scores on each subscale indicating more severe symptoms. For the purpose of this study, a composite psychological distress total score was computed by summing the scores from the three DASS-21 subscales (depression, anxiety, and stress). For the primary analyses (including correlation and mediation analysis), a composite “psychological distress” total score was computed by summing the scores of the 3 subscales. The scale demonstrated excellent reliability in our sample. The internal consistency estimates for the subscales were as follows: depression (Cronbach α=0.909; McDonald ω=0.946), anxiety (α=0.898; ω=0.939), and stress (α=0.914; ω=0.947). The psychological distress total score also showed excellent internal consistency (α=0.959; ω=0.963).

The scales used in this study were all based on mature tools developed both domestically and internationally, or were revised and localized based on previous research. They are grounded in clear theoretical frameworks, scientifically structured designs, and supported by solid practical applications. The full survey questionnaire is available in . To assess the construct validity of the scales, CFA was conducted to evaluate the goodness-of-fit of each measurement model.

The results showed that all models met the evaluation criteria: the χ²/df ratio was within a reasonable range, and the robust comparative fit indices (comparative fit index, Tucker-Lewis index, and incremental fit index) consistently exceeded the recommended threshold of 0.90, with most surpassing 0.95. While the goodness-of-fit index and adjusted goodness-of-fit index for the more complex DASS-21 model were slightly below 0.90—a common occurrence for multidimensional scales—the collective evidence strongly supports model fit. The root-mean-square error of approximation was less than 0.05, and the factor loadings were all at moderate to high levels, indicating that the scales have good construct validity. In conclusion, the measurement tools used in this study meet psychometric standards in terms of reliability and validity, ensuring high measurement quality and providing a solid quantitative foundation for subsequent empirical analyses.

Bias

To address potential sources of bias, several strategies were implemented, with a specific focus on common method bias given the exclusive reliance on self-reported data. Procedural remedies during the research design and data collection phases included anonymous completion, randomization of questionnaire items, and the use of scales with varied response formats to mitigate the influence of potential source bias at the outset. Statistically, Harman single-factor test was planned and used to empirically evaluate the presence of common method bias [].

Study Size

The study size was determined by both feasibility and statistical considerations. Given the constraints of the stratified cluster sampling design, we aimed to recruit a feasible sample from the accessible schools in 5 provinces. The final analytic sample consisted of 855 adolescents. To confirm the adequacy of this achieved sample, a post hoc power analysis was conducted using G*Power 3.1. For a linear multiple regression with 8 predictors, an alpha of 0.05, and a medium effect size (f²=0.15), our sample provided over 95% power, substantially exceeding the minimum requirement of 160 participants, ensuring sufficient power to detect medium and small effect sizes.

Statistical Methods

Data analysis was performed using IBM SPSS 20.0 for tests of common method bias, descriptive statistics, and correlation analysis; IBM Amos 24.0 for CFA and structural equation modeling (SEM); and SPSS PROCESS v4.1 macro for testing mediation and moderation effects. To account for the nonindependence of observations arising from the clustered sampling design, all primary analyses (including SEM and moderated mediation) were conducted using cluster-robust SEs with the classroom as the cluster unit. This method provides corrected SEs and CIs, mitigating the risk of type I error.

A total of 1000 questionnaires were distributed, with 893 returned, resulting in a response rate of 89.3%. The 107 nonreturned questionnaires were primarily attributed to student absences or leave during the survey period. The 893 returned questionnaires were screened for validity and missing data through a 2-stage process. First, to handle missing data, incomplete questionnaires (n=28) with any missing items were excluded. The extent of missing data was minimal, with item-level missingness ranging from 0.2% to 0.5% across all study variables. Little’s test for missing completely at random (MCAR) was nonsignificant (χ²₈₅=98.76, P=.15). Given that the data met the MCAR assumption and the fraction of incomplete cases was very small, the use of complete-case analysis was considered methodologically appropriate for this step [].

Subsequently, a second stage of screening for data quality was performed on the remaining complete cases, leading to the exclusion of an additional 10 questionnaires due to abnormal completion times (n=7) or patterned responses (n=3) []. Following this rigorous process, 855 valid and complete questionnaires were retained for all subsequent analyses, representing 95.7% of returned surveys.

Ethical Considerations

This study was conducted in strict accordance with ethical principles for research involving human participants. The study protocol was reviewed and approved by the Academic Ethics Committee of Capital University of Physical Education and Sports (approval no. 2025A0105). Prior to data collection, written informed consent was obtained from all participating adolescents and their parents or legal guardians. The consent process was conducted through the schools. Specifically, information sheets and consent forms detailing the study’s purpose, procedures, potential risks and benefits, and the right to withdraw at any time without penalty were distributed to parents via students. After parental consent was secured, the same documents were presented to the adolescents in an age-appropriate manner to seek their assent.

All data were collected and processed anonymously, with no personally identifiable information stored, to ensure participant privacy and confidentiality. Data were used solely for the purposes of this academic research. Participants did not receive any monetary or material compensation for their involvement in the study. Finally, this manuscript does not contain any images that could lead to the identification of an individual participant.

Results

Common Method Bias Test

The results of the Harman single-factor test were examined to assess the threat of common method bias. The unrotated exploratory factor analysis revealed 8 factors with eigenvalues greater than 1. The first factor accounted for 31.07% of the total variance, which is significantly below the critical threshold of 40%. This indicates that no single factor explained the majority of the variance, suggesting that common method bias is not a severe issue in this dataset and does not pose a substantial threat to the interpretation of the study’s findings. Furthermore, the CFA demonstrated good psychometric properties for all measurement scales, confirming their construct validity ().

Intraclass Correlation and Clustering Effects

Prior to testing our hypotheses, we quantified the clustering effect by calculating the intraclass correlation coefficient (ICC) for our primary outcome variables. The analysis revealed that 8.5% of the total variance in SMA (ICC=0.085, 95% CI 0.043-0.150) and 6.2% of the variance in DASS (ICC=0.062, 95% CI 0.028-0.125) resided between classrooms, justifying the need to account for the clustered data structure. All subsequent analyses used cluster-robust SEs to ensure valid statistical inference.

Descriptive Statistics and Pearson Correlation Analysis

Descriptive statistics and correlation coefficients for each variable are presented in . The results revealed significant positive correlations between eHL, MHL, and MeHL. Specifically, eHL showed a moderate to strong positive correlation with both MHL and MeHL. MHL and MeHL also demonstrated a significant positive correlation. Furthermore, all 3 health literacy variables were significantly negatively correlated with SMA and DASS, with these relationships being statistically significant. This suggests that individuals with higher health literacy levels tend to experience lower levels of SMA and psychological distress related to DASS. Gender was significantly correlated with some variables, while age showed relatively weaker correlations. Therefore, gender and age were included as control variables in subsequent analyses to enhance the accuracy and robustness of the results.

Mediation Effect Test

To further explore the mechanisms of the associations between eHL, MHL, and SMA among high school students and to examine the potential mediating effect of MeHL, the study constructed an SEM path analysis. The chi-square statistic was significant (χ²₂₂₇₆=6102.464, P<.001); thus, the normed chi-square (χ²/df) was consulted []. The fit indices of the revised model indicated an acceptable to good fit with the data: χ²/df (2.681), root-mean-square error of approximation (0.044), standardized root-mean-square residual (0.048), normed fit index (0.895), incremental fit index (0.931), comparative fit index (0.931), Tucker-Lewis index (0.927), and coefficient of determination (0.85) []. Although the goodness-of-fit index (0.814) and the adjusted goodness-of-fit index (0.797) were slightly below the commonly used threshold (0.90), the model still demonstrated good fit based on the other major fit indices, supporting further analysis of the relationships between the variables [,].

As shown in and , both eHL and MHL were significantly and positively associated with MeHL (β=0.531, 95% CI 0.468-0.594, P<.001; β=0.356, 95% CI 0.297-0.415, P<.001). Both were significantly negatively associated with SMA (β=–0.152, 95% CI –0.242 to –0.062, P=.01; β=–0.261, 95% CI –0.345 to –0.177, P<.001). However, eHL did not have a significant effect on DASS (β=–0.011, 95% CI –0.060 to 0.038; P=.81), while MHL was a significant negative predictor of DASS (β=–0.590, 95% CI –0.647 to –0.533; P<.001). Additionally, MeHL was also a significant negative predictor of SMA and psychological distress (β=–0.150, 95% CI –0.277 to –0.023, P=.02; β=–0.139, 95% CI –0.207 to –0.071, P=.006).

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To further examine the mediation effects, we calculated the fully standardized indirect effects and their 95% bias-corrected CIs using bootstrap sampling with 5000 resamples and cluster-robust SEs (). The results indicated that both eHL and MHL exerted significant negative indirect effects on SMA through MeHL, as the 95% CIs for these paths did not contain zero. Specifically, the indirect effect of eHL was β=–0.062, 95% CI –0.125 to –0.010, and that of MHL was β=–0.045, 95% CI –0.090 to –0.008. In practical terms, this suggests that for every one standard deviation increase in eHL, SMA is expected to decrease by 0.062 standard deviations via the mediator. Similarly, the indirect effects on DASS were also significant (eHL: β=–0.037, 95% CI –0.072 to –0.009; MHL: β=–0.027, 95% CI –0.053 to –0.007). The proportion of the total effect mediated (relative effect size) for each path is also presented in .

In summary, the research results are consistent with a model in which MeHL plays a potential mediating role in the associations linking eHL and MHL to adolescent SMA and DASS. Specifically, higher levels of eHL and MHL were associated with higher MeHL, which in turn was linked to lower levels of SMA and psychological distress related to DASS. The study suggests a potential synergistic pathway of the “eHealth–mental health” dual-track mechanism that may be relevant for interventions targeting SMA and psychological distress, offering significant theoretical value and practical implications.

Moderation Effect Analysis

To explore the interaction between eHL and MHL in predicting MeHL, the study used a stepwise regression analysis with cluster-robust SEs to construct a 3-stage progressive model (). Model 1 serves as the baseline model, controlling for gender and age. The results show that demographic variables explain very little of the variance in MeHL (R²=0.008), though the overall model was not statistically significant (F=3.344, P<.05). Model 2 introduces eHL and MHL as predictors. Both have a significant positive effect on MeHL (eHL: β=0.535, 95% CI 0.472-0.598, P<.01; MHL: β=0.288, 95% CI 0.229-0.347, P<.01). The model’s explanatory power significantly increases (R²=0.544), with a ΔR²=0.536 compared to model 1, F=253.232, P<.001, indicating that these 2 forms of health literacy are important predictors of MeHL. Model 3 adds the interaction term of eHL and MHL (centered). The results show that the interaction term’s regression coefficient is significant (β=0.067, 95% CI 0.010-0.124; P<.05), and the model’s explanatory power slightly increases (R²=0.547, ΔR²=0.003, F=205.285, P<.001), indicating a synergistic effect between the two, enhancing their ability to predict MeHL.

To further clarify the nature of the interaction, a simple slope analysis was conducted to probe the association between eHL and MeHL at low (mean – 1 SD), medium (mean), and high (mean + 1 SD) levels of MHL (). The analysis revealed a significant positive association between eHL and MeHL at low (b=1.040, 95% CI 0.881-1.199), medium (b=1.154, 95% CI 1.033-1.275), and high (b=1.268, 95% CI 1.131-1.405) levels of MHL. As visually represented in , which plots the predicted MeHL scores and their CIs, these results demonstrate a clear synergistic pattern: the positive relationship between eHL and MeHL grows progressively stronger as the level of MHL increases.

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Moderated Mediation Effect Test

The study used the PROCESS (model 7) model proposed by Hayes in 2022 to test the mediation mechanism of MeHL in the relationship between eHL and SMA, as well as the moderating effect of MHL on this mediation path. In the analysis, all continuous predictor variables (ie, eHL and MHL) were mean-centered to reduce the impact of multicollinearity on the estimation of interaction terms. The bootstrap method was used for 5000 resamples to generate 95% bias-corrected CIs to assess the significance and stability of the moderated mediation effect. The Johnson-Neyman technique was used to precisely characterize the moderation pattern across the full range of MHL levels.

The moderated mediation analysis results (), estimated with cluster-robust SEs, demonstrate a consistent strengthening of indirect effects with increasing MHL levels. For SMA, the standardized indirect effect intensified from β=–0.084 at the 16th percentile to β=–0.099 at the 84th percentile of MHL, with a statistically significant pairwise contrast between high and low levels (Δ=–0.016, 95% CI –0.038 to –0.006). A more pronounced pattern was observed for DASS, where the indirect effect increased from β=–0.252 to β=–0.299 across the same percentile range, supported by a significant pairwise contrast (Δ=–0.047, 95% CI –0.102 to –0.008). The Johnson-Neyman analysis further confirmed that these mediation pathways remain statistically significant throughout the complete observed range of MHL, with no significant transition points identified. These findings indicate that higher levels of MHL significantly enhance the protective indirect effect of eHL on both behavioral and psychological outcomes through MeHL.

Discussion

Principal Findings

This study proposed and tested a multidimensional health literacy model to elucidate the synergistic pathways through which eHL and MHL influence adolescent SMA and DASS, with MeHL as a mediator and MHL as a moderator. Our findings, supported by robust bootstrap CIs, provide precise estimates of these complex relationships. In support of our hypotheses, the findings revealed that (1) H1 was partially supported, as both eHL and MHL were significant negative predictors of SMA, with CIs indicating stable negative associations, but only MHL was a significant negative predictor of DASS, while the nonsignificant path from eHL to DASS suggests a negligible direct effect; (2) H2 was fully supported, with MeHL serving as a significant mediator in the relationships from both eHL and MHL to SMA and DASS, with all indirect effect CIs excluding zero; and (3) H3 was also supported, as MHL positively moderated the effect of eHL on MeHL, indicating a statistically significant though modest synergistic interaction that strengthened the proposed moderated mediation pathways to the outcomes.

Delving into the distinct associations posited in H1, our findings clarify the unique roles of different health literacies. These differential pathways align with yet extend previous research that has often examined these literacies in isolation. MHL demonstrated a robust negative association with DASS, suggesting it serves as a primary psychological resource for emotional regulation [], effectively breaking the “negative emotions–compensatory use” cycle [,]. This is consistent with population-based surveys that have identified MHL as a key correlate of psychological well-being in adolescents []. Conversely, eHL showed a more targeted association with reducing behavioral risks (SMA), equipping adolescents to navigate algorithmic “information cocoons” and use practical strategies like time management [,]. This finding resonates with large-scale studies linking digital competency to lower risks of problematic online behaviors, highlighting the role of eHL in mitigating specific behavioral risks rather than broad emotional distress []. Together, these dual pathways illustrate how distinct health literacies serve as protective resources. This mechanism aligns with the COR theory, as both literacies help adolescents conserve mental resources and mitigate digital threats []. Therefore, enhancing multidimensional health literacy constructs a dual barrier of “cognitive defense–behavioral regulation,” providing concrete intervention entry points.

The mediating role of MeHL (H2) represents a crucial synthesis of digital capability and psychological cognition. Our bootstrap analysis provides precise estimates of this integration, showing significant indirect effects from both eHL and MHL through MeHL. This result is consistent with the “triadic reciprocal model” in SCT, where personal factors (MHL), behaviors, and the digital environment interact continuously []. eHL provides the tool for information access, while MHL provides the cognitive framework for interpretation; their confluence fosters MeHL. This integration is critical, as individuals must not only find digital health information but also critically evaluate and apply it. The ability to identify and resist health misinformation is a key component of advanced health literacy, which our MeHL construct appears to capture []. Furthermore, general health literacy has been associated with more sophisticated information processing strategies, which may underpin the effective integration of digital and mental health knowledge reflected in MeHL []. Notably, the stronger mediation effect for eHL suggests the digital capability pathway is particularly dependent on this integrative process. MeHL thus plays a key role in the “knowledge internalization–behavioral transformation” process, offering a layered intervention path.

Most importantly, the supported moderated mediation hypothesis (H3) reveals a dynamic synergy at the heart of our model. The positive moderation effect indicates that higher MHL levels strengthen the effect of eHL on MeHL. This finding offers strong support for COR theory’s principle of resource caravans [], wherein existing resources (MHL) facilitate the acquisition and transformation of new resources (eHL). This boosting effect makes sense when we consider teenage brain development. Teenagers’ brains are especially tuned to seek rewards and are highly motivated to learn new things that help them adapt []. In this context, MHL may provide the necessary motivational and cognitive framework—the “why”—making the technical skills of eHL—the “how”—more valuable and worth applying to mental health contexts, thereby enhancing MeHL. This positions MHL as a “cognitive catalyst” that unlocks digital skills’ potential. Individuals with high MHL show greater cognitive processing depth when dealing with digital health information, while those with low MHL struggle to achieve behavioral transformation despite technical skills [].

In conclusion, this study challenges the siloed perspective of previous research by proposing and validating a comprehensive model that elucidates the dynamic interplay between different health literacies. Unlike earlier work that primarily examined eHL and MHL in isolation, our findings demonstrate that their synergistic association—where MHL catalytically enhances the utility of eHL—is crucial for understanding adolescent outcomes in the digital age. This integrated perspective is supported by research indicating that combined literacy interventions can be more effective, and our model provides a specific mechanistic account of this synergy []. This validated dual-path moderated mediation model provides a significant theoretical advancement by moving beyond direct effects to reveal a more complex relational network. Methodologically, our robust approach accounting for clustered data strengthens the ecological validity of these observed associations. These insights carry direct practical implications, providing an evidence-based blueprint for integrated health promotion that concurrently targets psychological cognition and digital competencies. Fostering this synergy represents a promising and efficient strategy for safeguarding adolescent well-being and building a healthier digital future.

Limitations

Notwithstanding its contributions, this study has several limitations that should be considered. The cross-sectional design precludes causal inference, leaving open the possibility of reverse causality, such as the potential for psychological distress to diminish health literacy acquisition. While common method bias was statistically assessed and fell below critical thresholds, the use of self-reported data may still introduce social desirability bias and inflate relationship estimates. Furthermore, the generalizability of the findings may be constrained by the regional sampling frame within China, and the omission of potential confounders such as socioeconomic status, academic pressure, and precise social media usage metrics means that the reported associations, though robust, may partially reflect the influence of these unmeasured variables. Future longitudinal studies incorporating objective behavioral data and a broader set of covariates in diverse cultural contexts are warranted to confirm the causal and generalizable nature of these synergistic pathways.

Conclusions

This cross-sectional study validates a new model that overcomes the limitations of previous research, which typically examined health literacy dimensions in isolation. It reveals the key role of eHL and MHL in reducing SMA and alleviating DASS among adolescents. The study shows that while both eHL and MHL contribute to reducing SMA, only MHL directly alleviates DASS. Additionally, MeHL plays a critical mediating role in this process. The innovation of this study lies in demonstrating that MHL is not merely an independent protective factor but an important moderator that enhances the effect of eHL in promoting MeHL. MHL provides the cognitive foundation for the effective application of digital skills, enabling adolescents to better use digital tools to manage their mental health, thereby maximizing the protective potential of digital skills. Therefore, public health strategies should focus on integrated interventions that simultaneously enhance both psychological resilience and digital competence, which is crucial for safeguarding adolescent well-being.