Makes Us Shop
Thought you had control over your shopping decisions? Think again. There’s a psychology to shopping that might surprise you…
Ever been wistfully perusing the delicious new haul on offer at your favourite store only to discover the most amazing skirt/shoes/dress tucked away around a corner? Well, not to burst your bubble or anything, but you were probably meant to find it. Your shopping habits may seem special to you, but we’re all psychologically programmed to behave in a certain way when we’re anywhere near a cash register and our favourite shopping haunts know it and exploit it. But how? 1 Make An Impression Those spectacular sartorial displays are there to lure you in. Why do you think stores keep their doors open with the brightest and best clothes at the front? So you hotfoot it from the pavement to the till, that’s why. 2 Stride Right It’s thought that over 90 per cent of people unconsciously turn right on entering a store. Sounds weird, we know, but when you think about it, most of the good stuff does seem to be positioned on that side of the store. 3 Create A Path Shops put eye-catching displays at the ends of aisles, creating paths for us to walk down and controlling the direction in which we shop. 4 Slow It Down Ever come across ‘surprise finds’ on top of ‘random’ plinths, or bought six pairs of socks at the checkout you didn’t need? You’ve fallen into the hands of the savvy shop gods. Those in the know call these distractions ‘speed bumps’ as they slow us down and make us buy more stuff. 5 Hit The Checkout! Phew! You’ve reached the safety of the checkout. Before treating yourself to that thing you most definitely deserve, there’s more – for who wants to miss out on those dream buys on the right-hand side? But next time we shop, we might hit the left side for kicks. You might just find your sartorial soul mate.
words: Hannah Banks-walker @Hlbw