According to the Philippine Statistics Authority, the retail industry in the country generated a total gross income of P566.8 billion back in 2012.
If this was your net worth, you’d actually be richer than the Ayala heirs, Iñigo and Mercedes Zobel.
With that much money going around in this sector, it’s not a surprise that mall boutiques, supermarkets and department stores are doing everything they can to get the most out of this pie, which includes using science and consumer psychology to make people buy more than they should.
Below are nine strategies that these establishments are employing to trick you into spending unnecessarily while shopping, and what you can do to beat them in their own game.
1. Doing weekend and payday sales
Holding a mall-wide sale during weekends and paydays is one of the oldest tricks in the book that get people to spend more.
Not only does it bring in the crowd, but studies have shown that most people buy something when a mall is crowded because they subconsciously want to feel they belong there, especially when they see people carrying shopping bags and they’re empty handed.
Don’t go to the mall if you don’t need to buy anything, and go first thing in the morning, when there’s less people shopping.
2. Using bigger and conveniently-placed shopping carts and baskets
It’s been proven by several studies that customers will tend to buy more items when they have a bigger shopping cart. This also explains why shopping baskets are now conveniently placed around department stores.
If you’re out to buy just a few items, don’t get a shopping cart. If possible, ditch the basket and carry your purchases by hand instead.
3. Setting up bright lights and soothing music
Supermarkets invest on bright lighting and colorful displays to put you in a good mood, then they play soothing and relaxing music to slow down your walking pace. This combination creates an ambiance that inspires shoppers to buy more.
It helps to have a grocery list so you can come in and get out as quickly as possible and avoid getting lured into this bait.
4. Laying out a strategic floor plan
Stores usually put their busiest and best-selling sections as far away as possible from the entrance to tempt you into looking around.
That’s why the meat section in the grocery is always at the opposite end, while the fitting section is usually placed far from the popular brands in department stores.
When treading these aisles, just walk and look straight to your destination and avoid glancing to your sides.
5. Placing items that go together near each other
The sandwich spreads are located near the bread section, while the soda shelves are just one corner away from the chips and snack food aisle.
This is more than just about convenience for the grocery shoppers, it’s also about making you grab those items one after the other simply because it makes sense in your head.
The easiest way to avoid getting duped by this strategy is again, to have a grocery list and have the discipline to stick to it.
6. Placing the priciest items at eye level
It’s human nature to first notice the items that are right in front of you. That’s why distributors and manufacturers pay a premium to put their products on shelves at eye level.
Fortunately, the solution to this easy enough to do – simply take the time to look up and down the shelves to see which items give the best value for your money.
7. Giving discounts on bulk and bigger sizes
Buying items in bulk or getting the bigger sizes is usually advertised by groceries as a way for you to save money. This is true only if the volume will match your normal consumption and you actually have enough storage at home.
Getting that 6-pack soda is cheaper than buying it per can, but if you’re not a regular soda drinker, then be sure you don’t become one just because you have more at home.
And of course, don’t buy it if you don’t have enough space in your ref or else you’ll be tempted to drink more than what you normally consume just to fit the cans inside.
8. Deliberately making you linger inside
A butcher showing-off his cutting skills at the meat section, supermarket staff stocking shelves during busy hours, promodisers giving out free stuff, holding a cooking demo program on weekends – all these tactics force you to stay longer by giving you a reason to linger inside the grocery, and thus tempting you to pick more items than you need.
Give yourself a limit and time yourself inside the supermarket.
From personal experience, all you need is about 30 minutes to complete one week’s worth of groceries. Just do your list and immediately head out to the cashier.
9. Putting impulse items at the cashier
It’s almost impossible to find a checkout counter that doesn’t display knick-knacks near the cash register. This is their last-minute strategy to get you to buy unnecessary stuff.
Doing mental math to calculate your total purchases at the grocery, or thinking ahead where you need to go or what you have to do next will distract you from browsing through these impulse items.
Apart from what’s given above, it also helps to simply carry cash, and just bring enough to buy what you need. Also, write down and prepare your shopping list before leaving home, and remember to never shop hungry – grab a snack first in your kitchen before you head out.
Lastly, don’t bring your kids when shopping, especially at the supermarket. You’ll be able to focus more and stick to your list; and of course, you’ll avoid having to deal with tantrums when you say no to buying something that your child wants.
One of the foundational rules of wealth building is to spend less than what you earn. And if you’re on a tight budget, it helps to be equipped with valuable knowledge on how you can avoid unnecessary expenses, especially when you’re shopping.
Marketers will always do their best to make you buy, it is after all, their job. But in the end, remember that it is still your money, and it is your job to spend it wisely.
This article also appeared in the 4th Quarter 2014 issue of MoneySense Magazine.
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