You think you are the savviest shopper of them all? You might be beat. There's actually a science to how you shop. Fox Business profiles Paco Underhill, author of Why We Buy: The Science of Shopping, who spent years trailing hundreds of thousands of shoppers to learn about consumer behavior and how stores are set up to subconsciously lure shoppers into buying things they ordinarily wouldn't want.
They've printed seven rules that you can follow to get the best in-store deal and beware of the price gouging.
1.) Display is everything. Sometimes things are altered just to look better so inspect carefully and think if you really need it.
2.) BOGO and 2-for-1 deals are the best… if you know what you're getting. Those items are there to "successfully tempt you into shopping more often and spending more to raise the store's number of sales as well as ticket averages, or amount of each sale." But be wary if you are not familiar with the store's sale system.
3.) Don't turn right. Studies have shown that due to being a society of right oriented, new items and trends will be to the right of the entrance of a store. "Retail shopping studies have found that most people turn right when they enter a store. That's because the majority of the population is right-handed and right-oriented," says Underhill. That's where all the bright colors and loud music will be placed to draw your eyes and inevitably, your attention.
4.) Clearance is in the back for a reason. Of course all the more expensive stuff will be in your way before you get there, so keep your head down and plow through to the end… which leads into …
5.) The clearance area is intentionally a disaster zone. "It's really hard to conquer the clearance area in some stores because it's actually designed to make you not want to spend time there," says family financial expert Ellie Kay.
6.) Beware the minis by the register. It is just full of the usual add-ons you know you could do without.
7.) Shopping with friends isn't always best. "Two best-friend reckless shoppers who both give in to every temptation can overspend into a credit card debt disaster," says Kay — and retailers will do whatever they can to encourage that. FaceBook is not always best. So, learn your friend's shopping styles, as well as your own, so you know whether you could trust her to tell you that third pair of jeans is unnecessary.
– Taneisha Jordan
Photos: bradley.com; flickr.com