We've all walked out of Primark spending way more than we intended - but your lack of self-control isn't to blame.
A psychologist claims the retailer actually uses some very clever tricks to tempt you into buying from them.
Speaking on the Channel 5 documentary Primark: How Do They Do It?, psychologist Dr Amna Khan spoke about how Primark tries to keep customers in store for as long as possible.
She said: "A destination store creates an experience for the consumer, almost like going to a theme park where all your senses are activated, and you want to stay there for longer."
It is believed that Primark only buys large retail spaces and adds extra experiences like cafes and beauty services to tempt customers to stay in the store for longer, and thus, spend more.
For more of the news you care about, straight to your inbox, sign up for one of our daily newsletters here.
Consumer journalist Harry Wallop said: "It’s a phrase used in the retail industry 'dwell time'.
"You don't want people to just come in and buy an item and leave.
"You want someone to come in, look for the item, think ‘that looks like a nice cafe. I'll stop there, I’ll then buy something else’.
"On the way you spot another bit of homewares, it’s only £5.
"If you can increase the dwell time you are onto a winning formula and you have justified the high expense of operating a high street store.”
Jermaine Lapwood, head of Primark’s Innovation and Future trends, added: "We want people to explore all the amazing products that we have to offer.
"But at the same time, we don’t want them to be inconvenienced.
"If they want to get a coffee or if the kids are starting to get frustrated, they can pop up to our Disney cafe."
Unlike other stores, the Birmingham Primark offers a truly exceptional shopping experience.
Spread over five floors, the store is the biggest in the world, spanning 160,000 feet over five floors.
Instead of just being able to stock up on basics like socks and bras, or shop for holiday goodies, you can get your hair cut, nails done, and eyebrows groomed.
Paul Chittim, general manager at Primark Birmingham, said: "There are companies that run coach trips and holiday weekend trips with the sole intention of visiting Primark Birmingham.
“The coaches pull up here and you see dozens and dozens of people walk into the store picking up the shopping trolleys and then you see them throughout the day just absolutely filling them up.
“It's quite a sight, to be honest with you."
And since the retailer doesn’t sell online like many of its competitors, shoppers are forced to visit the store in person, where they're exposed to and tempted into buying more of its goods and services like manicures.
Have you got a story to share? We want to hear all about it. Email us at yourmirror@mirror.co.uk
