When I was younger, I worked at a small department store in North Dakota. It was my first job actually. I remember, specifically, my first day stocking soda in the fridge.
At the time, I didn’t think much of it. I headed over to the refrigerated case and started loading cans into the empty rows.
Before I got too far in the job, the manager who hired me walked up and gave me more detailed instructions, “When you stock shelves, always put the label facing out. It looks nicer and neater, and customers are more likely to buy if they can see the name of the product.”
It was a simple selling technique. So simple, that even a first-day, minimum-wage, high school student could figure it out. And yet, it was designed for one reason: to make a sale.
Earlier this week, I happened to walk past a large clothing store. On the window of the store, in as large a print as possible, the store was advertising their semi-annual clearance sale (60% off every item in the store).
When I entered another store down the street, I was immediately met with soft music and shelves upon shelves of color-matched items with smaller signs announcing the sale price on each of them.
And I was reminded, in that moment, almost everything in this world is designed to sell you something. From the smallest detail to the highest executive decision, stores are designed to part you with your money.
No detail is overlooked.
The signage on the outside and the inside of the building—designed to get you to buy.
The original price, the sale price, the limited time offer—designed to get you to buy.
The smells, the sounds, the colors, the free samples —designed to get you to buy.
The items placed at eye level, the items displayed on mannequins, the items placed at the very back of the grocery store—all designed intentionally to get you to buy. Even the exact layout of your local mall.
Even the refund policy is designed to get you to spend more.
The brand credit card, the rewards card, the loyalty punch card—designed to get you to buy.
The payment options, the financing, the warranty—designed to get you to buy.
And the list continues.
Even worse, these strategies are utilized by far more than retail brick-and mortar stores. Restaurants use them. Grocery stores use them. Gas stations, service technicians, your favorite sports team, podcasts, streaming services, even your favorite free-to-download app.
As do websites of every size. Just yesterday I received several emails inviting me to attend a webinar on “Amazing One-Hour Webinar on the Small Tweaks your Website Needs to Become a Money-Making Machine.” Something tells me even that webinar intended to sell me something.
Everywhere we go, it seems, is designed to sell us something and get us to part with our money.
I fear, however, we don’t even need to enter these stores to be bombarded with their strategies anymore.
Billboards, junk mail, and email newsletters contribute volume to the already noisy world of ads we see every day. Each designed to encourage your purchase… or get you in their store where their other sales techniques can further the work and persuasion.
There are some practical steps we can take to be sold to less, such as not walk into these stores unless necessary I suppose.
But we’re never going to avoid it altogether—and we’re probably not going to change society to the point where this no longer exists.
However, we can become more aware of it. We can get better at recognizing when it is happening. And we can learn the tactics retailers employ to sell us something so we don’t fall so easily into the temptation.
In so doing, we can keep some of that money around for more important pursuits than buying stuff we don’t need.
Bethany @ Happily Loco says
Yes, and I think during the pandemic it has been easier to fall for these tactics. When we can’t have enriching experiences and are living in fear, spending is one of the few things we CAN do. I think the past year has been boot camp for all of us, with avoiding “retail therapy” and other such coping mechanisms.
Kat says
Thank you for a great article. I “fell for” a lot of the tactics early in life. It wasn’t until after an expensive divorce and raising two children on my own, that I realized how little you truly need.
There is an entire science, consumer psychology, dedicated to human behavior surrounding spending patterns. Once I knew this, I felt like I saw behind the curtain in the Wizard of Oz.
My family and I now live a modest life, with fulfilling careers that fund our savings and experiences we enjoy.
Angela says
Great article Joshua.
As it happens I really don’t like shopping.
It all started when I was about 27years old.
I had a young daughter, my Mum and Dad came to visit as they did every week.
It was a Saturday, I had planned to go to town on that day, not for any reason, just to have a change I suppose.
Anyway, I got off the bus, walked down one street and up the next.
I walked aimlessly thinking why am I here today. I could be missing something new my little girl has learned to do.
I got the return bus home.
From that day on, going to town was something I did when I absolutely had to. For instance new shoes for my daughter or her little brother who by now had joined the family.
That little girl is now 40, I know that whatever else I may have got wrong over the years, that was one of the best decisions I ever made.
Amir says
Amir KHAN
Paul says
Anyone on FB for 5 minutes can see everyone is fishing & trying to sell someone something, especially business “coach” & digital marketing type people !!!
Jessalynn Jones says
Great article Joshua!
I was thinking about this the other day.
I am mostly minimalist there days and working towards the simple wardrobe is the hardest part for me but I needed some shorts cause it’s getting hot and mine are worn out so I went to the store and the soft seduction of sales, music, colors, and even smells made me feel like I wanted so much more. I knew I didn’t so I looked for shorts and left as fast as I could but I felt like I was being seduced by the store.
I think, like you said, we can’t complete avoid it but knowing when we are being brainwashed definitely helps. I also think that we may be more susceptible now because many of us (myself for sure) have avoided going in stores for a year.
I think the most important thing is to involve yourselves in other hobbies and pursuits so that shopping isn’t your hobby and you don’t go shopping more than you need.
I also like any pickup service cause it helps me not enter the danger zone.
Kari says
I can relate to this! I too have gone to stores only to get what I needed to get (whatever it was). I go in and out. Also do curbside pickup if I can.
The other day though, I had to return something (son needed jeans, but they didn’t fit), and my mom came along. Oh my goodness, it had been so long since I bought so much. My mom is a browser and goes through every single aisle in the store. I was done quickly but followed her along and WOW. I think it is best that I go by myself. I have not gone into a store just to browse in years!
At the end of the shopping binge I told my mom I bought too much. She said it was fine because it was stuff I needed. I really didn’t NEED it. I COULD use it, but didn’t necessarily needed it. Anyway, shopping is best done alone. =)
Margi B says
Thank you for your thoughts words and this article. I love reading these.
Yes so true. Society is constructed around material goods.
I am decluttering still after 6 years – each time I move I go to a smaller place so that it’s easier to declutter further and really analyse what I want in my life.
I travel a fair amount and have become very used to the bombardment of ‘stuff’ however I’m getting better at rebuffing and capable of travelling and moving house with the bare minimum.
I struggle with sentimental items me photos but have on this last preparation to move been ruthless with this area also.
I have missed nothing. So it becomes easier to not purchase as I focus on what I already have and how what you actually need to function is very little.
I find great satisfaction in the challenge – I love that buying leas means I can experience more – by going on adventures with my son :)
Check out Zacbradley555 YouTube and Insta …
See you on the next Adventure !!!
Eve says
We live in a capitalist society so I’m not bothered by it. I am free to purchase and they are free to advertise. It’s not so everywhere else.
It takes staying focused on what you want your life to look like though and not be tempted by things that do not add to your happiness or well being.
A shopping splurge known as retail therapy, can make you feel good for a few hours but then you wake up the next day with guilt. We just have to bear in mind that simplicity has a higher reward than owing all those things. It gives me peace and space to breath.
Krys says
I am grateful for the targeted ads I get on Instagram. I usually only buy things second hand or if it is something new it has to be sustainable. I don’t buy things on impulse. Some of the ads have come from small businesses in my area and I was able to purchase some amazing well-made products! I would never have encountered these businesses without ads because I don’t go out of my way physically or online to search out things to buy. It has to be on my list.
Olivia Anastasiadis says
Sounds compelling! That last comment about Joshua’s purpose in relating this subject to us does address how advertising, public relations communication also subliminally directs you towards a purchase, a belief, or a mantra that you take up without critical thinking. These public relations folks grab you fast and hard, and it’s difficult to disassociate yourself. Once you are addicted to the product, whether it’s a soda or a health product or a political statement, you’re hooked and you don’t give it a second thought. Yikes! That’s why folks say “Buyer beware.”
Socrates A says
? I totally relate with another incisive Joshua story!
We both recently retired & travelled extensively pre covid to see far & away exotic places rather than stay home watch tv (& it’s incessant ads) or visit malls! Now that far away travel is out as we’re unwilling to ? (our personal choice) for hours on end or get hassled in some far away country over covid restrictions!
So we moved from edge of Orange County CA full of BiG Malls or constant array of strip malls of duplicated stores as you drive across suburbia.
Ended up moving to Payson AZ a small mostly outdoor activities town w/ no malls & just a few strip malls along 2 intersecting highways!
The question from OC friends ‘what do you do for shopping’? ?
We laughed there’s more to life than shopping or buying stuff on Amazon since covid killed Malls!
We ❤️ it up here! Enjoy 4 seasons, impossible in SoCal, just went through our first winter & can’t wait to enjoy the great outdoors spring summer & fall! Different mindset!
As always Joshua you’re right on!
Thanks