WALKING out of the supermarket with more than you went in for is far from uncommon – and even the most dedicated budget conscious shoppers can end up spending more than they planned.
That’s because shops use sneaky tricks to get you to part with more of your cash – and you’ve probably never noticed them.
Supermarkets use nifty labels and tricks to change what we buy
From the structure of the aisles down to the colour of the discount labels, everything is designed to encourage you to spend more.
We spoke to consumer psychologist Dr Cathrine Jansson-Boyd about these little-known tricks shoppers might miss as they’re browsing their local shop.
Dr Jansson-Boyd, who is an associate professor at Anglia Ruskin University, told HOAR what too look out for in the supermarket aisles so you can avoid spending more.
“Special” prices for loyal customers
Most of us are signed up to a supermarket loyalty scheme or two.
A special trick that some shops use is to position brightly coloured labels with their discount price next to the original price.
For example Tesco‘s Clubcard prices have a bright yellow circle on a tag next to the regular shopper’s price.
Usually these show big discounts with as much as half off.
Dr Jansson-Boyd said: “Any bright colour will do the trick, anything that will catch your eye and you’ll associate with a discount.
“It means that shoppers will look out for these tags more and likely spend more taking advantage of them.
“Again, when we know we’re buying something of good value it engages the pleasure part of the brain subconsciously.”
She also added that the more loyalty scheme bargains available for shoppers to bag, the more likely it is shoppers will sign up.
Dr Jansson-Boyd thinks that following Sainsbury’s introduction of Nectar Prices, following in the footsteps of Tesco, more supermarkets will be competing with similar ventures.
This is because specific prices for loyalty scheme members means that there is “instant gratification” rather than waiting months for points to turn into vouchers.
Shoppers also enjoy feeling they’ve got something half price, although Dr Jansson-Boyd did point out that just because it’s discounted doesn’t mean it’s the cheapest.
For that reason it’s important to check out the items’ prices online at other shops before you head out, that way you’ll know if you’re really getting a discount.
You can use tools like Google shopping and Trolley.co.uk to compare prices across all major supermarkets.
Shop layouts
The lay out of shelves and aisles is also key to grabbing shoppers‘ attention and influencing what they buy.
The psychologist told HOAR: “Even the length of the aisles plays a part, you have to walk all the way up and down them just to move onto the next.
“This is an effective way to ensure you look at all the products and means you’re more likely to grab something extra or remember another item you need.”
Dr Jansson-Boyd explained that this is why every so often supermarkets will shuffle the aisles around to make sure people have to search for what they’re looking for and spy added extras.
Where items are on the shelves is also key.
Promotional offers and clearance items are placed strategically at the ends so that you have to see them as you head to a new aisle.
This can lead shoppers to pick up things they didn’t plan on buying just because they see the big reduced label, causing them to spend more.
“You’ll also find that the more expensive items are at eye height down the aisle, usually recognisable brands,” Dr Jansson-Boyd said.
“That’s because we view shelves in a system, middle, then top, the bottom – so they’ll make sure to place the items with lower profit margins at the bottom.”
A simple way to only buy exactly what you need and pay what you planned to, is to make a list before you head in.
If you have a clear idea of what you’re looking for and can tick it off as you go along it will mean you’re more likely to keep on track.
Also, why not put the list into categories for where you’ll find the items in store? It means you can head straight for the aisle you need rather than getting distracted by other aisles and promos.
The nag factor
Dr Jansson-Boyd said the one exception to having items at eye level is the much stronger “nag factor”.
In the cereal aisle for instance, you’ll see the ones aimed at kids like Frosties with its the classic Tony the Tiger packaging lower down at their height.
This is because of what Dr Jansson-Boyd refers to as the nag factor – when kids pester parents to buy an item – and you’ll also see it in the sweets and chocolate aisle too.
For that reason you’ll spot more “sophisticated” treats higher up, designed to be spotted by grown-ups.
In some cases big brands will pay stores to take on large sections on aisles so that you can’t help but see their products.
Keeping an eye out for the own-brand versions of sweets, cereals and treats is a good way to spend less if the nagging gets too much.
Most chains offer their own dupes of popular snacks so offering them up as an alternative could be a savvy way to still satisfy your kids cravings.
Middle aisle of dreams
Chances are you’ve left a discount store like Lidl or Aldi with heaps more than you had originally popped in for.
Dr Jansson-Boyd explained that the “jumble sale” style lay out of the stores’ famous middle aisles is a key factor to making you spend more.
She said: “By the time we’ve picked up all the practical stuff in the serious aisles, we’re ready for a bit of fun and the middle aisles are like a treasure hunt.
“They get your blood pumping and activate the pleasure part of your brain to get you excited and spend more.
“Then once you’ve dug through the bargains, you’re ready to head back to proper shopping mode and likely compensate for your bargain hunting with more serious shopping again.”
If you’re looking to avoid spending lots of extra cash down the middle aisle of your local Aldi or Lidl, the best thing to do is to of course avoid it completely.
But, if you can’t help yourself from getting sucked in, you could go in prepared by checking out in advance what will be available that week.
Most of the stores publish what will down their middle aisles a few days before the stock hits shelves.
It means that you can assess if you actually need an item and price compare with other retailers too.
Basket case
Retailers often avoid putting baskets near the entrance of supermarkets in favour of bigger trolleys, Dr Jansson-Boyd said.
This means that because of the size of a trolley, you’re more likely to fill your it as you go around the shop and spend more cash.
A basket on the other hand is smaller and you notice the weight more as you’re lugging it around – possibly a sign you should stop shopping.
But, with a trolley this is less likely and in fact you’ll probably spend more because you have more space to fill.
She said: “It plays with your mind a bit and makes you think ‘oh I didn’t buy much’ when really you bought more than you would have if you had a basket.”
To avoid filling your trolley the best thing to do is to track down a basket instead, if you can’t spot one by the entrance they’re probably by the tills instead.
If you really can’t find one though, try the list trick to keep you focused on what you actually need.
Do you have a money problem that needs sorting? Get in touch by emailing [email protected]
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