There’s a strange thing that happens when someone says, “Only three left in stock,” or when a sale ends at midnight, or when a product is labeled “limited edition.” Or when we hear the phrase, “But don’t wait—these are moving fast.”
Even if the item wasn’t on your shopping list a moment ago, all of a sudden, the item starts to feel important—urgent, even.
There’s a name for this: The Scarcity Effect.
This experience is, of course, not unique. You knew exactly the scenarios I mentioned in the first paragraph because you’ve heard them countless times before.
Even more, not only is the phrasing recognizable, most of us have felt the internal nudge that we should buy something now, simply because it might not be available later. We’ve bought things we didn’t need—not because we truly valued them—but because we feared missing out.
And it’s influencing more decisions than we realize.
What is the Scarcity Effect?
The Scarcity Effect is a psychological principle that occurs when people place a higher value on something that is limited in availability. The less available something becomes (or appears to become), the more we desire it—whether we actually need it or not.
On some level, it makes sense. Diamonds are more valuable than rocks because diamonds are not as abundant and more scarce. But these perceptions can result in irregular or even unhealthy decision-making when the scarcity is entirely manufactured.
The principle has been studied for decades. A classic experiment from 1975 by researchers Worchel, Lee, and Adewole involved two jars of cookies. One jar held ten cookies, while the other held only two. Participants were asked to rate the cookies—and overwhelmingly, the cookies from the nearly empty jar were rated as more desirable and valuable, even though they were exactly the same.
Scarcity increases perceived value, even if the value is no different.
Marketers and retailers know this well. They create scarcity intentionally—limited-time offers, countdown timers, flash sales, exclusive collections, seasonal releases. No doubt, you’ve seen them all over the Internet and in brick-and-mortar stores. All of these tactics are designed to trigger the internal fear that if we don’t act now, we’ll miss out.
Here’s an entire article offering marketers “innovative ideas” to create scarcity and urgency, encouraging people to take quick action on an item for sale.
And so often, we act—often without thinking clearly about whether we actually need the item or not. Or whether the scarcity is true or manufactured.
The Scarcity Effect pushes us to buy things out of fear, not purpose. It clouds our judgment and convinces us that a possession is more important than it really is—just because it might not be available later. And in doing so, it creates negative effects on our lives: it empties our wallets and often fills our homes with items we never truly needed in the first place.
Not only do the items we buy clutter our physical space, they also take up our time, energy, and attention—precisely the things minimalism helps us reclaim.
How to Overcome the Scarcity Effect
It’s one thing to be aware of the Scarcity Effect. It’s another to overcome it—not just once, but as a lifestyle. But we can do both.
Here are some helpful ways to resist this all-too-common temptation:
1. Pause before purchasing.
When scarcity is used to create urgency, one of the most effective responses is simply to pause. Rarely is a purchase as urgent as the marketing claims it to be. If something is truly needed, it will still be needed tomorrow. Take 24 hours before making a decision. If the desire fades, so did the illusion of need.
“But what about the deadline?” you might ask. My mom summed it up really well when I was young. “If a salesman is pressuring you that there’s a deadline on a purchase, it’s almost never a good deal.”
2. Ask: “Would I want this if it wasn’t limited?”
Strip away the scarcity messaging and ask honestly: “Would I still want this item if it were always available at this price?” Or you can try, “Would I still want this if there were thousands of them still available?” That question might help reveal whether the desire is genuine or artificially inflated.
3. Recognize fear-based marketing for what it is.
Most scarcity-based tactics are not there to help us, they are there to manipulate us. The more we recognize phrases like “only two left” or “before it’s gone forever” as psychological tricks, the easier they are to ignore. Additionally, the more we recognize them around us almost everywhere we look, the easier it becomes to decipher which are entirely manufactured to manipulate us.
4. Focus on long-term value, not short-term emotion.
The Scarcity Effect thrives on impulse. Minimalism, on the other hand, thrives on intentionality. Long-term value should always outweigh short-term emotion. One of the best questions to ask is, “How will this item improve my life one year from now?” Or, “Will this item help me accomplish my purpose in life? Or just distract me from it?” If the answer is unclear, it’s probably not worth owning.
5. Remember: scarcity doesn’t create worth—purpose does.
It’s easy to believe that something is valuable just because it’s rare. But minimalism invites us to rethink the perceived value of almost everything. Purpose is what brings value and fulfillment into our homes and lives—not scarcity, status, deadlines, or hype. And an unneeded tool left on the shelf is more valuable than a trendy gadget collecting dust.
The Scarcity Effect is a cognitive bias that often influences our behavior—both in the pursuit and accumulation of physical things. But once we recognize it, we can begin to overcome it.
And the more we overcome it, the more intentional our lives become.
Wondering where you and minimalists stand on “prepping” for disasters, political calamities, etc. I’ve been told many Mormon families stockpile 1-2 year’s worth of household supplies and shelf-stable foods. This seems to run counter to minimalism, but there are often “exceptions” to every “rule.” A few years ago, a woman I know lost everything in a middle of the night house fire. The Red Cross and FEMA encourage folks to prepare emergency “go-bags, get-home bags, every-day carry bags” etc. to keep by the door, in your car, at off-site work places, etc. This often means duplicating or quadrupicating possessions in order to have these bags at the ready to grab and go rather than having to rush around gathering things in a frenzy. Your perspective would be valued by me… and I imagine others, as well.
I think it’s very important to know exactly what disaster you are prepping for. If you don’t know what you’re prepping for, there is no way to know when you have enough.
As it’s said over and over; Don’t believe everything you read or hear.’ We have such a high tendency to ‘believe, buy in’ to the whole consumerism gimmicks. Car dealerships all read off same script, we have 3-4 others interested in this vehicle and it’ll go fast. Realtors, this house won’t last, there’s 3 other very interested buyers.’ Never make rash decisions. Put ourselves in check and pull back, come back to your center and go about your day. Wait that 24 hours and revisit your purchasing. Only you have that power and control, not the sales person/ads.
Thank you for another inspiring article! And it came just in time, I was just looking at spring tops for my daughter and had one in my online shopping cart and all of a sudden the website had a timer going to show I only had nine minutes and the countdown until my deal was gone. Shheesh! I asked my daughter do you really need this top? And then closed my browser. These marketing tactics are very clever but thanks to you we are also clever to their tricks. And the reward? Not another shirt, but peace of mind.
I am such a sucker for the “limited edition” items. I like the idea of asking myself “if there were unlimited amounts of this item, would I still buy it?” More often than not, the answer is no!
This should be taught in all high schools.
I pretty much only buy clothes (that I don’t always need) that are on sale, often for less than half price.
In the past, I still ended up with too much (that I had deal with, seemingly endlessly) but at least I didn’t spend too much. And knowing that the retailers (who are constantly urging us to buy, buy, buy) were usually on the losing end used to give me a little thrill, I have to admit.
I started practicing #1, #2, and #4 on the list a few years ago and they are life changing. After clearing out stuff I wasn’t wearing, I still have what I consider to be a lot of clothes, but now I have a high quality wardrobe and everything gets worn!
This article was perfectly timed for me. I am trying to blend some beautiful estate treasures into my fully furnished bungalow. I am enjoying some success at long last by “setting free” a lot of items that no longer fit with my new eclectic, minimalist look. I bought one chair on sale that bridges my decor perfectly. It looks stunning!
I was afraid I should have ordered two, in case I would later regret not having a pair. ARGH! I am your target audience.
I also buy back up toilet tissue like it’s going out of style.
I have been diagnosed! THANKS!
Thank you for writing these insightful articles. I have fallen for the scarcity effect recently while doing some online shopping and it did cause me to purchase more of an item than I really needed. It’s time we all become more conscious consumers and awaken to these marketing tactics so that we are not being robbed financially and emotionally.
Thankyou ☺️ that’s a great articule. I really appreciate understanding the ploys uses by advertising.
So true though they do work….. when I m tempted I pause and consider my needs and find logically I am content to wait and save up for an item / service if its needed. I love simplicity n peace of mind n heart. Smiles 🥀🐦
Very wise advice. Thank you for a common sense article.
Great article. Thanks for opening up my eyes to these manipulative tactics. Pause is the best idea , and think how useful will this really be. The first emotion I feel when missing out is fear. You’re so right. It’s time to think with purpose and not be swayed by fear. Thanks
Great article!
Thank you for another great article!
Among my many other creative endeavors I have recently started diamond painting, and despite telling myself not to get into buying additional accessories because the kits come with everything you need, I’ve succumbed to scrolling on Amazon and finding all kinds of gadgets I “had to have.” And despite the warning of a YouTuber who said not to get ahead of yourself buying your next project when not done with what you’re working on for Fear of Missing Out (FOMO), I have fallen into that pit as well and have two other kits besides what I’m working on and plans for what I want to order after that! I’m continuing to hope my mindset will truly change and let go of stuff.