Lid lifted on ways supermarkets get shoppers to spend big

A UNSW professor has revealed the tactics supermarkets use to encourage shoppers to spend big when doing their grocery run.

It can feel like hours each week are spent traipsing around the supermarket, with many shoppers accidentally buying more than intended.

As it turns out, that’s just how grocery stores intend it.

A certain degree of psychology goes into designing a supermarket in a bid to get shoppers to spend more money – everything from trolley sizes to product placement is considered.

According to Professor Nitika Garg from the school of marketing at UNSW Business School, these supermarket consumer tactics encourage shoppers to spend big.

In an article published to the university’s website, Professor Garg said locked-in deals can lure customers into purchasing items before the deadline provides cost effectiveness, but often the prices remain the same as the original.

Store layout is also a major factor, with staple items such as milk and bread far away from each other, forcing the shopper to walk through the supermarket, past a number of enticing items.

A marketing professor has shared how supermarkets encourage you to buy more. Picture: NCA NewsWire / David Crosling

Trolley size also contributes to shoppers spending more money, with studies in the United States showing some trolleys have doubled in size since they were introduced.

This allows shoppers to load up on up to 40 per cent more food items.

Supermarkets also use calming music to get people in the right headspace, coaxing them into staying in the space longer.

Supermarkets also aren’t afraid to be loss leaders, pulling customers in with exciting deals that the business will make no profit on in the hope shoppers will do the rest of their grocery run in the store.

Additionally, store deals such as “buy two, get one free” get people to spend big, according to Professor Garg’s list.

“However, if it’s an item that has a short expiry date, is it realistic that a consumer will consume all three items before the expiry date,” she said.

A TikTok account called @therecount, typically known for posting US political content, shared similar insights in August 2022.

The two part video series showed 27 tactics employed by supermarkets to encourage you to open your wallet.

And while it is based on US supermarkets, many of the ploys are also applicable in Australia.

Trolley sizes also play a part in spending habits. Picture: NCA NewsWire/Flavio Brancaleone

Most tricks focus on putting customers in a good mood.

For instance, they put fresh food products at the start of the store as they are always bright, look good and smell tasty.

The technique is called “implicit priming”, which is when stores put certain things upfront to change your reaction to what you see deeper in the store.

According to Professor Garg, another reason supermarkets put produce so early in the store is to force customers to make decisions between organic, pre-packaged vegetables and weights of what they are buying.

This creates decision fatigue, making you more likely to impulse buy later on.

“With the cost-of-living crisis soaring, it would be in the interest of consumers to shop at different stores to get the best deals, if they have the time,” she said.

“You could go to one shop to get your meat and then another to get your veggies because you as a consumer have taken the time to research and know where the best and cheapest products are.”

But, most people don’t shop around and tend to go on autopilot when it comes to their grocery shop, she added.