With the ongoing cost of living crisis, it’s never been more important than ever to keep an eye on your spending, but you could be spending more than you need to on your weekly food shop as shops are tricking us to spend more.
Experts have uncovered eight ways in which supermarkets are getting us to spend more money and how to avoid them on your next shopping trip.
Some of the key tricks involve baskets and trolleys. Dr. Cathrine Jansson-Boyd from Anglia Ruskin University told The Mirror: "People used to find that if they put too much in a basket that you hold they got too heavy and that was a sign they should stop shopping, as they couldn't carry it. That's why you often see the baskets on wheels these days.
"They can almost hold the same amount as a small trolley, but because it's a basket, you have the perception that you're buying less.
"So when you're trying to save money, using one of these baskets is not necessarily a good thing to do, because you do tend to fill them up. You often find that the smaller shopping trolleys are placed on the opposite side to the shop entrance and the bigger trolleys are on the entrance side.
"If you want the smaller one you have to walk all the way round to get it, so it's usually just easier to grab the bigger one when you walk through as it's near the door."
Dr. Jansson-Boyd adds that they also do something similar with baskets, as supermarkets will stack the smaller baskets at the end of the tills and place the bigger baskets near the doorway.
Experts at Ocean Finance have compiled eight tricks the supermarkets use to get us to spend more.
1. Placing fruit & veg at the entrance means you're more likely to treat yourself to snacks in later aisles
Supermarkets typically put the fruit and veg as well as flowers at the front of the shop. This is despite the fact that it’d be more logical for these delicate items to be put towards the end. So why do they do it?
Two key reasons:
People are attracted to bright colours and it’s thought colour can enhance someone’s mood. People in a happier mood are more likely to spend more.
Secondly, if you pick up healthy food at the start of your shop, you’ll be more inclined to treat yourself whilst wandering around thanks to implicit priming - a psychological theory that you will remember your previous good decision and reward yourself later.
How to avoid the trick: go shopping with a list and buy items you need.
2. The baked goods smell makes you hungry, in turn making you spend
When you walk into a supermarket, the first thing you smell is something baking - bread, something sweet, a rotisserie chicken, etc.
Smelling food usually makes you hungry. And if you’re in a supermarket, being hungry makes you spend a lot more according to Juha Öörni in his book “Grocery Shopping Guide”.
When you’re hungry, you’re more likely to give in to your temptations, whether that’s a snack you fancy, a meal or both - either way you’ll likely spend more.
How to avoid it: sucking on a mint or chewing gum can detract from the smells in shops designed to affect your mood. You should try to avoid food shopping when hungry and try to eat before you go in.
3. Bigger trolleys can make you spend up to 40% more
For convenience, most people just take a trolley rather than hunting around for a basket.
According to Bruce Dybvad, CEO of Interbrand Design Forum, shoppers will spend 40% more if they have a bigger trolley and the same applies between a basket and a trolley.
How to avoid it: find a basket or choose a smaller trolley. This leaves less room and means you’re less likely to pick up unnecessary goods that aren’t on your list.
4. Eye-level products have the highest markup
It's no surprise that eye-level products around 1.2m to 1.5m receive around 35% more attention than other shelves, as people want to shop quickly. That’s why they’re the perfect place for supermarkets to put the products with the highest markups.
How to avoid it: take your time to look around to look for own-brand goods. Most brand products are around 75% to 80% cheaper so it’s good to look.
5. Lower shelves are used to attract children
It’s not just the adults that are being tricked in supermarkets. The touch level is around 0.9m to 1.2m and is ideal for putting products designed to catch the eyes of children.
Think of products like sweets, magazines, the odd toy, etc. with brightly-coloured packaging and happy characters aimed at children. If spotted by a child, they’ll likely ask for them and it can be easier to buy something for a painless shopping experience.
How to avoid it: there’s not much you can do to stop your child from seeing products but try having rules in place about what you will and will not buy when you’re out shopping. Alternatively, you could distract your child by letting them take in a toy to keep them entertained.
6. Everyday essentials are often hard to find and moved around often
When you’re in a supermarket, there’s usually at least one thing on your list that you struggle to find. Usually, this is an everyday item like eggs which seems to move every time you look for them.
These kinds of products are hidden to encourage you to walk around the shop so you’re more likely to pick up unnecessary items.
This works in the same way, getting shoppers to walk down each aisle increasing the chance you’ll pick up extra items.
How to avoid it: if you can’t find something you’re looking for, ask a staff member instead of traipsing around the aisles.
7. Budget food packaging is made to look cheap
Typically, despite there being little in quality between budget and premium food in supermarkets, budget lines are put in unappealing, basic packaging whereas mid-range and premium food are made to look more attractive.
This is done to encourage you to buy the products with a higher markup because you think budget lines are lower quality. According to Caltex Plastics, 72% of customers are influenced by packaging which shows just how important packaging is.
How to avoid it: don’t be afraid of picking up budget food - you’re likely getting a very similar product. If you’re unsure, check out the ingredients and compare them against the higher ranges.
8. One-way entrances discourage you from leaving
In many supermarkets, you’ll find one-way entrances and exits, either with swing gates or entirely separate doors. This is designed to quickly let you in but discourage you from leaving without shopping.
Dr Paul Harrison from Deakin University says closed entrances put you off exiting a shop before buying something as you’ve already entered a relationship with the supermarket.
You’re also dissuaded as you have to cut by tills, another off-putting situation.
How to avoid it: if you go to a supermarket but change your mind, don’t feel obliged to buy something just so you can leave.
