Why You Buy More Than You Intended | Shopping Habits

Oct 12, 2011 by April    2 Comments    Posted under: Shopping Habits

Many have asked me to demystify the Why You Buy More Than You Intended dilemma.

Here’s my take:

The Triggers:

When I first began researching why my clients continued shopping / acquiring after confessing their deep desire for change I found myself smack in the middle of marketing strategy books. As it turns out, a sale begins long before you step into a store. I’m sure you can imagine all the “psychological” ways we consumers are drawn to products, but it turns out there are many physical ways too.

Entering the store:

Have you ever noticed how many stores have a “lobby-like” space between to entry doors? There’s a reason:

Turns out, the chaos of the parking lot is closed behind you and yet you still have another door to go through. Then by entering the second door you are met by a ‘gush’ of air and the tranquility of the store.

Your mind responds with the subconscious reaction of “chaos behind me, openness in front of me”.

And you are drawn in.

Bonus section

for stores that seem to have a long “empty” space before you actually reach any physical product – that’s on purpose too. That’s the “landing zone” where you can take a few steps (and deep breaths) before you’re hit with any decision making again.

And wham. You’re primed for purchasing.

Visual Effects:

Apparently, the color red makes your mind want to spend money.

Ever notice what color the “clearance” section is absorbed in?

Physical Effects:

Once you grab a cart / basket you are 75% more likely to buy something.

Also, pay attention to what you pick up in the front right of the store – this is where the highest pressure will be for impulse purchasing (anyone else visualizing a certain $1 section?)

While I can’t remember (or locate in my notes) what the ratio is, there’s a reason for that too, turns out as soon as something goes in the basket / cart you are MUCH more likely to continue adding stuff to your end purchase. (thus, opening Pandora’s box of buying more than you intended right at the beginning of your shopping experience & patience)

Social Effects:

The hobby of shopping found it’s roots in the 50′s, when it was the woman’s job to acquire while the man of the house went to work each day to provide the cash. (eh-hum, 6 decades later women are still the major purchasing decision makers in homes)

To be honest, I could go on all day – I have stacks of notes – however, I feel it is more important to hear what your thoughts are. Join in below or over on The Mental Clutter Facebook Page and share ::

What did you recognize about your own shopping habits from the why you buy more than you intended morsels of information today?

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