Ever wonder why it’s so hard to stick to your shopping budget? The answer may be in the places you shop. In many cases, everything you touch, see, hear, and smell inside your favorite big box retailers is engineered for one purpose: to make you open your wallet. In fact, retailers are so clever with their tricks to get you to spend more, you may not even notice the manipulation. From tempting store layouts to sales that seem too good to pass up, these tactics tap into our emotions and habits. Here’s how to spot some of those retail tricks.
1. The Layout Trap: Why You Wander Through the Whole Store
Stores like IKEA are designed to guide you past as many products as possible. The maze (a design technique known as “The Gruen Effect”) curates your experience but also overwhelms you, so it’s difficult to focus on what you’re shopping for. The designers know you’re more likely to overspend when you’re disoriented or lost in the experience. Grocery stores are less obvious about it, but they use this tactic, too. That’s why essentials like milk and bread are often placed at the back of the store. You have to walk through aisles of tempting items to get there.
How to beat it:
- Make a list and stick to it.
- Shop online for essentials if the layout feels too tempting.
2. The ‘Sale’ That Isn’t Always a Sale
If you’re a sucker for a great deal, this one’s for you. Retailers know that customers are always looking for sales, so they often post “reduced prices” on items that never sold at a higher price. Why? Because it works. “Buy One, Get One” or “Save $10” labels can trick you into buying things you don’t need (or trick you into buying more). Sometimes, the item’s “sale price” isn’t much lower than its original price. Other times, retailers actually inflate the prices to accommodate the posted sale. This is a common tactic for popular grocery items (like soda) where retailers raise the per-item cost but offer “BOGO” deals.
How to beat it:
- Compare prices at other stores or online to see if it’s really a deal.
- Ask yourself, “Would I buy this (or this many) if it weren’t on sale?”
3. Eye-Level Product Placement
The most expensive or high-margin products are often placed at eye level, making them the first thing you see. In fact, that eye-level spot is considered prime real estate, so product makers pay extra (also known as a “slotting fee”) to have their products placed in these spots. Cheaper or generic options are often located on the bottom shelf.
How to beat it:
- Look high and low for better deals.
- Compare unit prices to get the best value.
4. The Power of Music and Scents
Music has a powerful effect on the human psyche—even if it’s just in the background. The right music can trigger a dopamine release, making you feel good and connected to your environment. That means more spending and less buyer’s remorse. Similarly, our sense of smell is linked to our limbic system, which is responsible for emotions and memory. Retailers know this, so they often use calming, happy music and pleasant smells to make you stay longer and feel good about spending money.
How to beat it:
- Be aware of how these elements might be influencing your mood.
- Set a timer for your shopping trip to avoid lingering.
5. Impulse Buy Traps Near Checkout
Ever notice those candy bars, gadgets, and magazines that line the checkout area? These items are placed there to tempt you while you wait. And it’s a hugely effective tactic. According to research by Capital One Shopping, 80% of consumers admit to shopping impulsively in brick-and-mortar stores, and approximately 20% admit to impulse purchases from e-commerce sites. What’s more, the same study shows that the average consumer spent $281.75 per month on impulse purchases in 2024.
How to beat it:
- Focus on your phone or bring something to read while waiting in line.
- Remember your list and stick to it, even at the last minute.
6. ‘Free Shipping’ Minimums Online
Brick-and-mortar stores aren’t the only ones employing sneaky tactics to increase sales. Many online stores do it too. One of the most common is an offer of free shipping if you spend a certain amount. Such tactics entice you to add extra items you don’t really need.
How to beat it:
- Check if you can combine orders with a friend or family member to hit the minimum.
- Ask yourself if the extra item is worth more than paying for shipping.
- If the retailer has a location near you, see if you can save by shipping it to the store and picking it up.
7. ‘Limited Time’ and ‘Only X Left’ Tactics
If you see an item listed online with “only 3 left” in bold red print, that’s known as scarcity marketing. Retailers use this tactic to create a sense of urgency and make you feel like you’ll miss out if you don’t act fast. The same can be said for “flash sales,” “lightning deals,” and other such limited offerings.
How to beat it:
- Take a step back and think it through. Most sales come back around.
- Sleep on big purchases to avoid impulse buys.
8. ‘Membership Perks’ That Push Spending
Store credit cards, memberships, and loyalty programs often come with promises of discounts and rewards, but don’t be deceived. Most of them are designed to make you spend more—case in point: the Starbucks Rewards Program. Customers with the Starbucks app can earn stars by making purchases and then redeem them for free drinks and food. The company also sends users regular challenges (like “buy three breakfast sandwiches and earn 75 stars”) to further increase spending. While programs like this can be useful and fun, there’s no denying they are designed to tempt you into spending more to earn points.
How to beat it:
- Only sign up for programs you’ll genuinely benefit from.
- Use a rewards system that fits your regular shopping habits, not one that encourages extra spending.
Smart Shopping Takes Practice
If you are shopping on a budget (and let’s face it, who isn’t these days) it’s best to stay mindful while pushing your cart. Once you start spotting retail tricks, it’s easier to make informed decisions. So, stick to your plan. Pause and consider before purchasing. When you shop with intention, you’ll be able to keep more money in your pocket.
To help, here’s a quick list of other retail tactics to watch out for.
- Prices that end in .99, .95, or .98. These are “charm prices” that cause shoppers to instinctively round down instead of up. So, if something is $9.99, you feel like you are spending $9 instead of $10.
- Bulk pricing. Before buying into a “ten for $10” deal, check the unit price. You may be able to buy the item the same price in singles or find similar items for less.
- Urgent language. “Limited Time,” “last chance,” “hurry,” “today only,” and “one per customer” are all examples of urgent language designed to motivate customers to take action.
- Flashy endcaps. Endcaps are the displays at the ends of aisles and (like the impulse purchases at check stands) they are filled with high-margin or impulse-buy items.
- Giant Shopping Carts. Oversized carts create the illusion that you’re buying less than you are, encouraging you to fill the space.
- Decoy Pricing. Retailers place a higher-priced item next to a slightly cheaper one to make the second option seem like a bargain.
- Strategic Lighting. Bright lighting highlights specific products to make them more appealing.
- Free Samples. Samples are fun (and delicious) but they create a sense of obligation to buy the product.
- Anchoring Prices. Retailers list a higher “original price” next to the current price to make the deal seem better than it is.
- Bundling. Grouping items together (e.g., “Value Packs”) can cause you to buy more than you need or will use.
- Clickbait Recommendations. Online stores (and some physical stores) suggest “People Also Bought” or “Frequently Bought Together” items to upsell.
Want more smart shopping tips?
- Find out how to stop overspending.
- Get tips on how to decide whether or not to donate when you’re asked at the register.
- Learn whether “Buy Now, Pay Later” programs are a good idea or a financial risk.