How to Shop Sensibly at a Time of Financial Difficulty
- To avoid falling prey to the ‘tricks of the trade’ it is important that consumers think about what they need before they go shopping. Make a list of what you need and don’t deviate from it, just buy what is on it. Being focused helps as awareness means you are much less likely to be subconsciously influenced by in-store factors and will therefore avoid making unplanned purchases.
- If possible, use a smaller shopping trolley or even a basket. If you carry a basket, you will be consciously aware of how heavy it feels. Thus, you are less likely to purchase additional items as the weight acts as a reminder of how much you are buying.
- Don’t rush. When people are in a rush, which is often the case, they are less likely to look around and compare prices. Usually, in supermarkets, the more expensive items are placed around 120 cm above the floor, as this is where consumers tend to look. Hence, when you spot an item that seems okay that happens to be in the middle of the shelf, and for time reasons you won’t look at further items, you end up paying more. It also affects our overall decision-making, meaning that we engage in snap judgments that we may regret later.
- Whilst you shouldn’t rush, neither should you spend too long in the store. Supermarkets want us to spend as much time as possible in their stores as shopping at a slow pace makes people spend more. Something that has been found to increase sales by as much as 40 percent. To deal with this, decide how long you should spend shopping and make sure you have enough time to think about the purchases you make. But don’t linger and leave when the time is up.
- Never shop when you are hungry. Shopping on an empty stomach can lead to poor decision-making. Interestingly, being hungry also makes people more likely to purchase non-food-related products and spend more money, meaning that you may also be additional non-essential items on display.
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Reflection:
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Great post!
One more tip for everyone: Do not stop to look at the items near the checkout counter. Those are called "impulse purchases" for a reason. Unless you're a diabetic without an emergency stash & need something full of sugar, you don't need a candy bar, Tic-Tacs, or a tin of mints. Or any of the tchotchkes you see on the shelves by the checkout counter. Just focus on what's necessary, like keeping track of your surroundings, having your discount or membership card ready (if you have one), & being aware of what the customer in front of you is doing.
@slowdecline48 This is indeed a great tip! Thank you for sharing!