I’m a shopping expert- the clever tricks shops use to make you spend MORE in the sales without you realising
WE all love to bag a bargain, and what better time to get a good deal than in the Boxing Day and January sales?
However sometimes it does lead to impulse buying things you don’t really need, and you could end up actually just spending money to try to ‘save’ money.
Here Dr Amna Khan, senior lecturer in consumer behaviour and retail at Manchester Metropolitan University, explains the tricks and techniques shops use to encourage buyers to spend more during sales – without even realising.
She says: “Traditionally, after a day of unwrapping gifts and stuffing our faces with turkey, frugal shoppers get up early to make their way into town and start queuing for their favourite shops to try and bag a bargain.
“Although over the years we’ve seen a huge change in the way that consumers shop in the Boxing Day sales, it is still one of the most anticipated shopping days of the year and an important part of the retailers’ calendar.
“It is the perfect way for retailers to shift stock that is left over, ready to start a fresh again in the new year, and consumers are willing to participate if it means they grab a bargain.”
Psychology of shopping
The reason we love sales so much is the feeling of getting a good deal gives us a happy ‘high’.
Amna says: “Consumers are thinking about the fact they are going to grab a bargain, and that has a huge impact on them psychologically.
“It makes them feel better they’re going to get something for a cheaper price and get a good deal so there’s a lot of impulse purchasing in the Boxing Day sales.”
‘Lots of tips and tricks’
Retailers are savvy to this, and so will encourage shoppers to spend more using subtle tricks.
Amna says: “There are lots of different tips and tricks retailers will use [to encourage spending].
“For example, they’ll price something at £17.99 instead of £18 because the consumer thinks it’s £17, not £18, which is a psychological trick they always use.
“They’ll use different signage to attract your attention towards the items that have been reduced, and colour is a really good way of getting your attention.
“They‘ll also say ‘up to 40 per cent off’ and most of us won’t look at the ‘up to’.
“It’s usually a lot smaller discount than 40 per cent but you still think you’re getting 40 per cent off until you work it out and realise it’s much less.
“It suggests it’s more discounted than it actually is.
“I bought a pair of shoes from Kurt Geiger in a size that’s too big for me – because they were so cheap. I’ve never worn them!
“The consumer needs to think – do I have a need and a purpose for that product?”
‘High value’ bargain
Sometimes retailers may use a clever technique also make items seem more ‘exclusive’ and ‘in demand’ so you’re more likely to want to quickly snap it up before it’s too late.
Amna says: “They may put less stock actually out so there’s only a few items on the shelves, but actually there’s a whole stock room full of them.
“This makes you feel like you’ve nabbed the last bargain when actually they may have loads more in the back.
“Sometimes if retailers want to give the perception an item is really valuable they’ll just put a few out to make you feel like you’ve got the last one, which will make you buy it a lot quicker.”
There are also lots of techniques specific shops use all year round too, in order to entice shoppers to part with their cash.
Here, Dr Khan shares how brands Lush and Pandora ensure they appeal to their audience.