Navigating the aisles of your local supermarket can sometimes feel like a minefield, especially when trying to stick to a budget. There’s a good reason for that feeling.
Supermarkets are designed to entice you to spend more, using a variety of subtle psychological tricks. But fear not, a marketing psychologist shared how you can resist these manipulative tactics and keep your wallet in check.
Social media personality and marketing psychologist Basia has revealed supermarket strategies that can influence purchasing decisions without you even realising it. Every detail is meticulously planned to maximise sales, from the strategic placement of products to the pricing.
One of the first tactics Basia highlighted is the design of cereal packaging. Have you ever noticed that many cereal mascots have their eyes looking downwards?
This isn’t just a cute design choice; it’s a deliberate attempt to make eye contact with children, building trust and encouraging them to pester their parents into making a purchase.
But it’s not just kids who are being targeted. Supermarkets are also playing eye-level chess with adult shoppers.
‘They place [the] most expensive, profitable items at eye level because that’s where you look first, and they want it to feel like your choice,’ she said.
And what about those staple items you came in for, like milk, bread, and eggs? They’re typically located at the back of the store.
This isn’t just for convenience; it’s a strategic move to make you walk past many other tempting products, increasing the likelihood that you’ll make impulse buys along the way.
Even item pricing is a psychological game. Have you ever wondered why some products have odd price points, like £2.36?
According to Basia, this causes a momentary ‘glitch’ in your brain, making you less likely to question whether it’s a good deal and more likely to add it to your cart.
Viewers shared their thoughts, with one writing. ‘Joke’s on them, I always look at the shelves bottom to top.’
One wrote, ‘Well, jokes on the because I do my shopping online.’
Another added, ‘Master manipulation, but also absolute genius when you think about it!’
However, one disagreed, saying, ‘As someone who works in a shop, the second one is false. All our prices are true.’
But supermarkets aren’t the only places employing these tactics. Basia also warned that restaurants are hotbeds of psychological persuasion.
From the moment you walk in, everything from the menu design to the music tempo is designed to influence your dining experience and, ultimately, your spending.
‘They play slower music when it’s quiet, and faster music when it’s packed. Why? Because slow tempo makes you stay longer. Fast tempo makes you eat and leave,’ she explained.
For instance, have you ever noticed that one dish on the menu seems outrageously priced compared to the others? This is a deliberate ploy to make the rest of the menu seem more reasonably priced by comparison.
On the other hand, the tip jar on the counter is also often seeded with cash to encourage you to tip. Even the way water is offered—’ Would you like still or sparkling?’ instead of ‘Would you like water?’—nudges you towards a purchase you might not have intended to make.
Further, the absence of currency symbols next to prices on the menu makes the cost seem less daunting and more abstract.
So, how can you outsmart these cunning tactics? Here are some tips to help you shop and dine with your eyes wide open:
- Make a list and stick to it. This will help you focus on what you need and resist impulse buys.
- Look high and low. Better deals and less expensive items are often placed on the top or bottom shelves.
- Question odd pricing. If a price seems strange, consider whether it’s genuinely a good deal.
- Be aware of your surroundings. Notice the layout of the store or restaurant and be mindful of how it might be influencing your choices.
- Ask for tap water. Don’t be swayed by the still or sparkling question—if you’re happy with tap water, request it.
- Take your time. Don’t rush your decisions, whether choosing a product off the shelf or a dish from a menu.
We’d love to hear about your experiences with these tactics. Have you noticed them before? Do you have any additional strategies for resisting the urge to overspend? Share your thoughts and tips in the comments below.
Also read: Stop wasting money! Here’s what to do with poor-quality produce from the supermarket
