According to new data from credit score service CredAbility, the average UK household spends an extra £2,000 a year due to clever retail tricks. Stores use subtle psychological tactics to encourage spending, making it easier to part with your cash without realising. With consumer budgets under pressure, knowing these strategies could help you keep more money in your pocket.
Personal finance expert Aaron Peak reveals 10 of the most surprising mind games retailers use—and how to shop smarter.
Slowed-Down Checkouts: “Ever felt like the queue at the staffed tills is moving painfully slow? Some stores deliberately understaff them, nudging you towards self-checkouts, where impulse purchases of small add-ons are more common. Stick to your list and resist last-minute grabs.”
Decoy Pricing: “Have you ever noticed three price options, where the middle one seems like the best value? That’s no accident—it’s the “decoy effect,” designed to push you toward the mid-priced option. Compare prices before you shop so you’re not tricked into spending more.”
Temperature Tricks: “Stores tweak heating and cooling to influence your shopping habits. Warmer areas make you stay longer and browse more, while cold spots—like near freezers—encourage rushed decisions. Be aware of how the environment affects your pace and choices.”
Giant Shopping Baskets: “The bigger your basket, the emptier it feels, encouraging you to keep adding items. Many retailers have increased basket and trolley sizes over time to subtly boost spending. If you’re only grabbing a few things, carry them instead.”
Fake Scarcity: “Only 2 left in stock!” Ever seen this online? It’s often a psychological trick rather than a real inventory warning. Take your time—products are rarely as limited as they seem.”
‘Free’ Shipping Manipulation: “Adding extra items just to hit a free shipping threshold? That’s exactly what retailers want. Compare the delivery cost to the extra item’s price—it’s often cheaper to just pay for shipping.”
Scent Marketing: “Ever walked past a bakery in a supermarket and suddenly craved fresh bread? Retailers use scent strategically to trigger emotions and spending. Be mindful of how smells influence your shopping mood.”
Psychological Pricing: “Prices ending in .99 or .95 aren’t random—they make products seem cheaper than they really are. For example, £9.99 feels closer to £9 than £10. Mentally round prices up to their nearest pound to focus on the real cost.”
Time-of-Day Pricing: “Some supermarkets quietly adjust pricing throughout the day, reducing perishables in the evening while keeping peak-hour costs higher. Shopping later in the day could mean better deals.”
Loyalty Card Illusions: “Reward cards may give discounts, but they’re also designed to keep you loyal to one store—even if other retailers have better prices. Use them for planned purchases, but don’t let them dictate where you shop.”
Aaron adds,
“With UK shoppers spending billions extra due to these psychological tricks, spotting them puts you back in control. Shopping with a plan, ignoring artificial urgency, and questioning pricing tactics can help you save more each year.”