Supermarkets are designed to make you spend more money through various psychological tactics, the very moment you come in their doors, and are cleverly laid out. Laying these tricks bare will help in trying to keep yourself in check as far as spending goes. Let’s break down ten common strategies supermarkets employ and how to avoid them.
1. Eye-Level Product Placement
The supermarket has placed the higher-priced or popular brands at eye level, easier to reach, and requires little thinking. This is a marketing tactic called “eye level is buy-level.” Many items on the more eye-catching shelves are pricier, and cheaper alternatives are placed in the lower rows. Supermarkets want you to take the path of least resistance and spend more. To counteract this, take a moment to scan all levels of shelves before making a selection. You probably will get similar products at a fraction of the price just a little lower or higher.
2. Sensory Marketing with Smells and Sounds
Doesn’t it seem that grocery stores usually have freshly baked bread or rotisserie chicken smells tantalizing your nose? This is no accident. Pleasant odors and soothing background music may let you relax more and spend more time lingering and purchasing things you had not intended to buy. Studies confirm that pleasant smells increase your desire to buy foodstuffs even when not hungry. To combat this, make a list of the things you need and just buy those items on that list. Headphones or eating before shopping will reduce the sensory impact.
3. Large Shopping Carts
Has it ever occurred that you would take a small basket but the cart got loaded with groceries? Supermarkets know the bigger the cart, the more you will buy. If your cart looks empty, you are often tricked into putting additional things in your cart unconsciously. This is all very much a visual cue. Counteract this by taking a smaller basket if you’re doing a quick shop, or try and keep a tab on what you’re putting into your trolley to prevent unnecessary items from going in.
4. Endcap Displays and “Special” Deals
Products on endcap displays at the end of the aisles often seem like they are on sale or some kind of bargain. In actuality, these products are typically full-priced and only put there for attention. The bright signs and positioning of the product make it appear as if one really needs the item. Just because something is on sale doesn’t mean it’s a bargain. Check to see if it’s something you will use, and if it’s not already on your list, don’t add it to your cart.
5. Loyalty Programs and Coupons
Supermarkets love offering loyalty programs promising savings, but these can sometimes backfire. While you might feel like you’re getting a great deal, loyalty programs encourage you often enough to buy items you don’t really need in order to “unlock” the next reward tier. The same thing happens when it comes to coupons: they make you buy products you weren’t really considering. The solution is to use coupons only for items you already need and not to pursue rewards that require you to spend more money than you would have.
6. Checkout Lane Impulse Buys
The checkout lane is the final line of attack against your wallet. Stocked full of candy bars, snacks, magazines, and other last-minute impulse buys, it’s designed to get you when your guard is down. You’ve already been in the whole store, so now, with your guard down, you might pick up one or two extra things. To counter that, keep your eyes on your phone, or chat with the cashier. If you go shopping with kids, it’s very useful to have some little distraction for them prepared so they won’t ask for all the extra stuff.
7. Price Perception Tricks
Then there is the more common practice of using pricing that ends in either .99 or .98 to give an impression of items being a lot cheaper than they usually are. This is called charm pricing, which is only one of those psychological tricks that make a full dollar amount seem like a lot, lot less than a price ending in $9.99. And sometimes, more expensive variants share a shelf beside other standard-priced products to make them appear the better deal. Be aware of price tactics, and compare prices by rounding up to the nearest dollar. This gives a better idea of what you’re really paying.
8. Strategic Store Layouts
Grocery stores are laid out like a maze, with staple products, such as bread and milk, often placed on the opposite side of the store. You have to work your way through the maze. Inevitably, you find yourself adding quite a few items to your list as you go. In order to avoid this, you can make a map of the store in advance, or only shop around the perimeter, where fresh fruits and vegetables, along with other staples are typically located. That way, you will be able to stay focused and avoid impulse buying.
9. Temptation for Bulk Buying
Bulk buying often appears very enticing because it seems to be quite inexpensive. Supermarkets often tempt you with large “family-sized” packages or buy-one-get-one-free offers that encourage you to purchase more than you need. Though bulk buying may be an effective, economical way to shop for non-perishable items, it sets you on the road to waste and overspending of perishable goods. So, weigh up whether you really need the bigger amount in reality and opt for smaller sizes unless you know you’ll use everything before it spoils.
10. The Illusion of “Freshness”
Supermarkets know the word “fresh” carries a lot of clout with shoppers, even though it’s often little more than a marketing term. Fresh is tacked onto fruits, vegetables, and even baked goods to make you feel like you are buying better quality. But most “fresh” items aren’t different from their regular counterparts when talking about quality or shelf life. Also, when buying fruits and baked products, look beyond the label for actual freshness. And don’t be fooled by packaging that says “farm-fresh” or any similar term.
Shop Smart
Supermarkets are riddled with subtle tricks to make you spend more, but if equipped with the right knowledge, you will surely outsmart these tactics. Try to follow a shopping list, where products are placed, and price and layout considerations might have a subliminal influence on your purchase decisions. By incorporating these tips the next time you go to the store, you’ll be sure not to spend money on items you really don’t need and thus ensure every shopping trip is a wallet win.