Many are tightening their purse strings as the cost of living crisis continues.
However, supermarkets are quick to offer promotions and deals that can lead you to putting unnecessary things into your basket - and once you're at the checkout the final cost could be a bit of a shock.
One consumer psychologist has spoken out and explained how there are subtle ways shops try to get you to spend more - from the fake scents to how they arrange items on the shelves.
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Speaking to The Mirror, Dr Cathrine Jansson-Boyd from Anglia Ruskin University shared the little-known psychological tricks that supermarkets can use.
"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."
However, these baskets are actually much bigger than the old handheld ones, Dr Jansson-Boyd warns.
"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," explains Dr Jansson-Boyd.
"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."
She also explained how the placement of trolleys can impact the shop.
"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," she said.
"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.
"It looks like people have dropped the baskets by the tills while shopping, but often that's not the case, they put them there because it means it will be easy to grab the bigger basket on wheels as you come in than go all the way up to the tills to get the smaller one."
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