Supermarkets are filled with psychological and marketing tricks to entice you to buy more than required. Think of the way that the smell of bread is wafted around the supermarket, the way that milk and bread, two everyday purchases, are never placed near each other, the way chocolate is arranged at the till – these are all techniques used to con and allure the average shopper. By being aware of the most common techniques you can avoid the most enticing and save yourself money:

• The brands on the shelf which are placed at eye level are the most profitable to the supermarket and attract you because they are literally ‘staring’ right at you. Look above and below to find the best value.
• The music and lighting are all tailored to entice you to buy more. If the music is slow you are more likely to spend time examining products and buy more. The same thing applies to the flooring – carpet slows you down, linoleum speeds you up.
• Don’t succumb to signage. Just because the adverts show “reduction” or “special offer” does not mean a huge saving exists – often it can be just be a difference of a few pence from the normal, everyday price.
• The first fifteen feet when you enter a store is where consumers are most likely to buy. Special offers and promotions are placed at the door to entice consumers and trigger reminders in their brain.
• Consider shopping backwards and starting at the back of the store and working forwards towards the entrance. Experts claim that you will spend less as you will see more offers and specials on your way to the front.