Why We Don’t Buy: Use the Science of Shopping to Your Advantage

photo credit: midwestforlife

I recently read Why We Buy: The Science of Shopping by Paco Underhill. I found it to be loaded with insight as well as very entertaining. In it, Underhill describes methods stores use to encourage buyers to shop, or the mistakes they’re making that make people to leave empty-handed.

The book is fascinating and troubling. Paco Underhill has no problem with people shopping till they drop, but that didn’t make me respect his viewpoint any less. I came away feeling that Underhill has a lot of respect for consumers, despite his tendency to see dollar signs in every store aisle.

Regardless of how you feel about the books or the tactics described, if you’re trying to simplify, consider this an owner’s manual to your shopping urge. Smart consumers can use Underhill’s advice to trick themselves into buying less.

Ten Ways to Use Stores’ Problems to Your Advantage

1. Make your shopping trip as uncomfortable as possible. The more comfortable you are, the more likely you’ll keep shopping. So, try things like choosing awkward shopping bags or wearing uncomfortable clothes—anything to keep you from relaxing.
2. Give yourself a reason to leave as soon as possible. There’s a strong correlation between the amount of time you spend in a store and the number of items you buy. If you can get out quickly, you’ll be helping yourself keep the bill small.
   1. Shop right before an event you can’t be late for.
   2. Keep somebody waiting. (I’ll pack Roo in the car if the weather is okay. Imagining him in the car, barking a passersby is enough to make me dash instead of dawdle at the grocery store.
   3. Put yourself on a timer. Reward yourself (not with buying something!) if you make it out before it goes off. Think: a cool glass of iced tea, 10 extra minutes to browse the Internet, or taking a bubble bath. Or, just race yourself to set a new record with each trip.
3. Limit the use of your hands. If you can’t pick it up, you probably won’t buy it, so keep your hands full.
   1. Take a purse that won’t sling over your shoulder.
   2. Grab an empty manila folder.
   3. Hold your keys.
   4. Take a shopping list and a pen, and keep them in your hand.
4. Don’t take the kids to the grocery store. Do take them to Saks. Grocery stores are landmines for highly advertised products aimed at kids. Your budget will never get out alive! But in other stores the reverse is true; having to deal with kids makes you want to hurry up and get home. Bonus: if you bring a stroller, you may not even be able to access all aisles or displays!
5. Window shop in awkward aisles instead of secluded corners. Underhill swears that after having your butt brushed by passerby more than a few times, you’ll be out of there.
6. Politely disengage from talking with salespeople. Yeah, they may be nice, and friendly service is great, but never forget that salespeople are there to sell you. Anytime you have contact with a sales person, you’re increasing the odds that you’ll walk out of the store carrying something.
7. Frequent stores with terrible lighting in the changing rooms. Under the right lighting, you can look healthier, skinnier, and simply more fabulous. These conditions blind you to the fact that the clothes aren’t making you any more gorgeous than you were when you walked in; it’s the lighting. While it’s unflattering, bad lighting can keep from falling in love with clothing you don’t need.
8. Take the smallest cart or basket possible. Better yet, grab only what you can carry. Underhill’s company found that people gauge the size of their purchase based on the size of the cart. Larger carts encourage you to buy more, as do larger baskets and bags. Sticking with your hands places extreme limitations on what you can comfortably carry to the register.
9. Shop alone. A shopping buddy significantly increases your risk of buying more. (”That looks great on you!” “I can’t live without mine…”Oh, just try it on, for goodness’ sake!”)
10. Be careful of what you read. Remember that pretty much all brochures and signage is designed to make you buy something, return to the store, or try a new service. Bring something of your own to gaze at instead of reading signs while at the checkout or when you’re waiting for service. Or, just strike up a conversation with the person next to you.

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