The ‘golden hour’: when airports trick you into spending money

Don’t be conned by the sophisticated ways airports try to relieve you of your holiday savings.

airport shops

I often wonder wander through airport terminals and guess at how much money those seemingly always empty shops make on any given day. Many times, I’ve thought how it’s nice to have shops in which to to browse, but rarely do I buy anything – although I have been tempted. Turns out, there is method to airport retail madness.

According to The Economist, the hour before your plane leaves is when you’re most vulnerable to an impulse purchase. Airports call this the ‘golden hour’.

The mood of travellers about to take off is heightened, and because they are a captive audience, they can be prone to splashing cash on overpriced food, magazines, books and luxury items, such as watches, jewellery, luggage and clothes.

High-end boutiques offer free glasses of champagne to entice potential purchasers instore. Newsagents flash buy two get one free signs, others offer big ‘discounts’ for frequent flyers – all are a cheeky attempt to relieve you of the money they know you’ve saved for your holiday. So, do yourself a favour, and save it for your holiday.

Do you ever get caught out making airport purchases?



    To make a comment, please register or login
    14th Oct 2017
    Even Australian airport duty free shops are not offering real bargains. Much better to note prices on departure and shop around when overseas. Better deals are available in many foreign airports and cruise terminals and if you find it's not the case then buy as you arrive back home. Saves you carrying extra weight on holiday too.
    pedro the swift
    14th Oct 2017
    You can buy duty free in Oz and pick it up on return. Did that last trip, very convenient! Buying o/s MAY be cheaper(not always) but still have to lug goods around with you(possible get damaged etc).

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