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.
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
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
It is undeniable that the goal of every business is to entice customers to spend as much money as possible, and grocery stores are no different. In fact, the supermarket industry has taken the psychology of product placements and store design to a rather impressive level. Every detail about every store is based on shopping data accumulated from many years of studying YOU.
Recently, I ran across an article that opened my eyes to the interesting topic of “supermarket psychology”. After lots of research in to many (nowhere close to all) aspects of the supermarket industry, it is safe to say not only am I impressed, but I will never shop for groceries the same again. Learning about the hows and whys and whats of the supermarket industry has been nothing short of fascinating.
So, let’s dive in, shall we?
“After millions of years of survival based on simple distinctions, it may simply be that we are biologically unprepared for the number of choices we face in the modern world” – Barry Schwartz, Author, Paradox Of Choice
The average supermarket offers around 64,000 products. Sometimes while working my way through the isles, I marvel at the abundance of … everything … lots and lots of everything. This is a good time for a quick segue into Barry Schwartz’s highly influential 2004 book, The Paradox of Choice. Rather than increasing our sense of well-being, Schwartz says that too many choices in life can cause paralysis as well as increasing levels of anxiety, depression, and wasted time. Mix this thinking with a little FOMO (fear of missing out) and there is a good chance you will be compelled to buy one or two (or ten) items that were not on your list. As I am checking out, just about every cashier will ask “Did you find everything you you were looking for?” My typical answer? “Yes … and then some.”
How does that happen? Just about every time? Well, it starts the moment we walk into the store. Years ago, we used to say “work the perimeter of the store” when talking about smart grocery shopping. Today, that is no longer a perfect strategy because those pesky supermarket researchers are on to us. The usual whole foods and basic necessities have been infiltrated by snacks, prepared foods and other specialty items.
Every moment we spend in a grocery store is calculated starting with the shopping carts. When Mike and I travel, we usually end up grabbing some groceries at one of the small town grocers near our campground. The carts are usually well worn and a lot smaller than those that are now at my local Publix. The new carts have a cup holder so that we can grab a soda in the deli as well as a spot for our phones so we can chat while we slowly wander through the aisles. The best part? Plenty of room for everything on our list … and then some.
Even our movement is calculated and directed: upon entering the store, we push our cart to the right where we are immediately greeted by a maze of specials and seasonal items. Oh look! There are large bottles of ketchup! Buy one get one free! We use ketchup … sometimes. Last year I tossed an unopened bottle that was several years past it’s “best by” date. Turns out we rarely use ketchup.
“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
Walk into a small town grocery store and it will seem dark and dingy compared to the newer stores where everything is bright and colorful and shouts “you NEED me!” Look at those flowers – they are beautiful and would brighten up any room. Wait. What’s that smell? Cookies? Wow. Those ovens never get a break. Wait. Chocolate chip? Maybe I’ll treat myself. Ooops. I barely made it into the store and already an impulse buy is in my cart. (What are the odds the container remains closed till I get home?)
And then there is the fabulous rainbow of colors that lives in produce. Easy to open and eat salad kits (or personal salads in my house) are on sale and I need to load up on lots of veggies so that I can enjoy those CCCs guilt free. Strawberries are 3 for 10, so I grab a couple not remembering if we need more. Obviously, I have forgotten that food on sale isn’t a great buy if it ends up in the trash because it sat in the fridge/on the counter too long.
So far, my very colorful cart shows great promise for a very healthy Lisa (um … except for the cookies). My cart and I cruise past the sushi and fresh seafood and turn down an isle full of brightly colored packages. Who knew there are so many shapes and sizes and flavors and boxes and bags and containers of rice and pasta and tomatoes? Ambient music softly fills my ears and I mindlessly start singing along. Haven’t heard that oldie but goodie for a long time. Is that Chicago or Bread? Brings back so many great memories.
Sensory overload is kicking in and I am completely unaware. The highly researched play list is very quietly inviting me to slow down, take my time and enjoy the shopping experience. I am also unaware that there are no clocks, no windows and no sense of whether it’s been 10 minutes or an hour since I walked into the store.
Back to supermarket psychology, here’s something that I found really interesting: Scientific research has demonstrated that our decision making becomes more impulsive and emotional after around 23 minutes in a supermarket. Most of us can’t get through the sale items, flowers, baked goods and produce in 23 minutes! Worse yet, after 40 minutes – roughly a typical weekly shop – they found that the brain gets tired and effectively shuts down, ceasing to form rational thoughts.
Remember those 64,000 items that a typical grocery store offers? The Paradox of Choice is about the paralysis we experience from the overwhelming amount of choices. Our brain simply gets tired of making choices so it doesn’t and instead we start loading our cart with stuff not on our list and not even on our radar.
“Eye Level is Buy Level”
Ever wondered how some products get placed on the bottom shelves (hard to see) or on the top shelf (hard to reach) and others get placed at eye level? After diving down yet another rabbit hole, essentially “Slotting allowances/fees” are paid by food manufacturers to retailers in order to get items onto shelves. There are other fees for inclusion and placement as well as making sure the product stays on the shelf, but just know that most grocers not only sell shelf space but shelf positioning too. Everything is very well calculated to make sure products move and money is made. Reading through the data is enough to make your eyes bleed, but there are links at the bottom if you are interested in learning more.
The cereal aisle is fascinating (at least to me) in that brands aimed at adults are placed higher on the shelf (adult eye level) while brands aimed at kids are placed lower (kid eye level). Even more fascinating is that the eyes of the people or characters on the cereal boxes are strategically directed either straight ahead (for adults) or at a slight angle down (for kids). Next time you are in the cereal aisle, check it out.
So here we are, it’s been 30 minutes and we are still in the middle of the store contemplating cereal packaging and we have no milk, eggs, butter or bread. You know, the staples. It’s a good bet that most of those items are along the back wall in the left rear of the store. How do I know that? Everyone in supermarket design knows that.
Why isn’t there a special aisle for all the stuff we usually buy every week?. The Staples Aisle. That would really make our trips to the store short and very productive. Just makes me smile typing this. What fun would that be? You wouldn’t want to miss all the supermarket psychological magic that happens down each and every aisle now would you? What? There’s more? My brain is fried already.
Yes. There’s always more.
We finally have our milk, eggs, bread and butter … and maybe some cheese … and ice cream … and we are finally at check out. This shopping thing has made me hungry so I grab a bag of M&Ms for the ride home. Apparently this unplanned and last minute purchase is not just a thing but a BIG thing: According to the marketing research company, IRi, Americans spent $6 billion (yes, that’s a B) in checkout purchases alone in 2020 (over $5 billion was something edible).
Wow. Is your head spinning yet? Mine certainly is.
A 2012 meta-analysis found that impulse buys “can account for anywhere from 40% to 80% of purchases depending on product category. Never has list making been so important.
The most common suggestion from each article I read is to make a shopping list and stick to it.
I use the notes app on my phone as well as the Publix shopping list feature (yes, you need to create an account). If there is a Publix nearby when we are traveling, I can plug in the address and my list will appear with the correct aisle for each item. I find this feature helpful as it allows me to find things quickly no matter where we are.
Thanks for coming along for the ride. I hope you have found this information about the psychology of supermarkets as interesting as I have. Not gonna lie … I grew whiskers and a tail while doing my research. However, instead of being manipulated through the maze that is the modern supermarket, my goal is to create awareness and to arm you with the information you might need to quickly and efficiently buy the products you want, keep spending to a minimum and move along with your day.
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
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
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
