Recently I wrote an article about the psychology of supermarket design and shopping where we learned this:
“Upward of 50 percent of what we buy in a supermarket we had no intention of buying as we walked in the door,”
– Environmental Psychologist Paco Underhill
In a nutshell, the supermarket industry has been studying and manipulating its shoppers (you and me) for years. Their goal is for each of us to buy more stuff and spend more money every time we enter their stores. From the crisp, bright lights to our favorite, familiar music to perfectly placed products, every inch of every major supermarket is strategically planned. All to keep us off our best, frugal game and to entice us to fill our carts with items that we may or may not want or need.
So, with my newfound knowledge, (link to article in References), I have adopted a new strategy for getting in and out of a grocery store quickly, efficiently and with bags full of only those items on my list.
Want to give it a try?
Step #1 :: Find your baseline
Next time you walk into your usual grocer/supermarket, time the trip from the moment you grab your cart to the moment you push that cart up to the register. I use my iPhone’ stopwatch feature. Don’t rush. Just shop as you normally do.
Step #2 :: Set a timer
For the following shopping experience, head back to the same store and as you grab a cart, set a timer for 20 minutes. I use my iPhone’s timer feature. Don’t rush. Just shop as you normally do. When the timer goes off, make a mental note of where you are in the store as well as how many more items you still need.
Step #3 :: Make a list
If you don’t use a list for your grocery shopping, do yourself a favor and start. Today. Recently I did an app search for grocery lists and I had no idea how many options are available. Maybe download a few and see which works best for you. And while I do use the Publix shopping list feature through their website, I also use the notes app on my iPhone where I keep my “master” shopping lists for several different stores (grocery, home improvement, health food, big box club). Before we go to any store, we make a list. Every time. Once you realize how it speeds up your shopping trips, you will too.
Step #4 :: Check the grocery store website for specials
Every week, each grocery store will post their BOGOs (Buy One Get One), Special Buys as well as other discounted product pricing on their website. Go through their weekly “flyer” and check for the items that you would like to purchase. Doing this before you get to the store will save you the time and trouble of walking down each aisle looking for anything that is “on sale.” If your grocery store has an online list feature, you can add those sale items and they should be easy to remove the following week when they are no longer discounted.
Step #5 :: Use your list and your timer
You found the perfect list app and you have added and sorted all the items you need. As you grab a shopping cart and push it into the same grocery store, start your timer. Don’t rush, but using your list, work your way through the store picking up only those items on your list. If you see something you forgot but need, get it and be sure to add it to your master shopping list. Don’t follow the time, but methodically work your way through the store. If the 20 minute timer goes off before you get to the register, that’s ok, but mentally review your shopping experience and see if you can figure out where you might be able to shave off some time. You don’t need to be the proverbial bull in the china shop and plow your way through the aisles.The goal of this 6 step strategy is to become calm and confident, not rude and rushed.
Step #6 :: Stick to your list and to your timer
Once you find your rhythm in the store, you will realize that you can get in and out in under 20 minutes. This is where it gets fun. You will surprise yourself when you check your timer and see you still have 5 minutes to spare as you push your cart with your bagged and paid for items out the door. Have a short list? Set your timer for 15 minutes. Ready for a fun challenge? Set it for 10.
Several times I catch myself spending too much time deciding on a flavor or a size and I have learned to just make a decision and move along. There are also times I find myself lingering as I check out a new or different product. This is where a little self discipline comes in handy and as I put the product back on the shelf, I say out loud “that’s not on your list.” When you create and stick to your list you will learn quickly that you can find your grocery items easily and efficiently and turn a frustrating chore into a fun challenge.
Creating and sticking to a shopping list will get you in and out the store quickly and efficiently giving you peace of mind knowing you purchased everything you needed on this trip. And, if you have been tracking your expenditures, you will see that you are saving money week after week because you are not tempted to pick up any unnecessary items … no matter how good they look, smell or are discounted.
As you continue to use this 6 step strategy, you will become comfortable making a list, following it, sticking to your time and money budget and who knows … maybe even enjoying your short but very productive time in your friendly neighborhood grocery store.
I’ve done the research so you won’t have to, but I do hope you will check out a few of the resources / references listed here.
Resources and References
Interested in learning more about the art of supermarket psychology? Check out my first article here:
The fascinating psychology of the supermarket
When we enter a supermarket, we are unwittingly subjected to the result of decades of psychology research on consumer behaviour. But just what tricks of the mind are they up to? And what can you do to avoid their spending traps?
Supermarket Psychology: How They Use Science to Make Us Spend More
When you walk into a supermarket, you probably want to spend as little money as possible. The supermarket wants you to spend as much money as possible. Let the battle commence:
The science that makes us spend more in supermarkets, and feel good while we do it
From the layout to the little old lady who hands out samples, we explain the psychological tricks the supermarket uses to get you to buy food you don’t want:
How to Buy Food: The Psychology of the Supermarket
Your store’s layout, its seasonal aisles and even its simplest displays might be crafty tactics to get you to buy more:
7 Spending Traps to Avoid at the Supermarket
The layout of a supermarket is not a random design choice; it’s a carefully crafted strategy, influenced by shopping psychology:
Secrets Behind Supermarket Layouts: Psychology of Shopping Explained
How much of what is in your cart is influenced by the social psychologists paid to get you to do just that, buy more stuff?
Supermarket Psychology: Sneaky Influences To Get You To Spend Money
Slotting fees determine what you buy in the grocery — long before you get a look at the shelf:
The hidden war over grocery shelf space
Slotting fees can be a huge cost when entering the grocery market. Here’s everything food brands need to know about them:
Everything food brands need to know about slotting fees
IRi:
https://www.circana.com/intelligence
A Meta Analysis of Consumer Impulse Buying
Have some shopping tips of your own? Want to share? Please feel free to leave your comments below.