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.
