It’s busy, noisy, you break out in a sweat and you’d like to shout at the person who just snatches the last bag of arugula lettuce from right in front of you. Doing the last Christmas shopping: it can be called a real top sport. But how do you hold your own in a packed supermarket?
And how do you avoid coming home with products that you did not want to buy? Consumer expert Patrick Wessels explains what makes Christmas shopping so stressful and shares supermarket survival tips.
You think you are well prepared to start your Christmas shopping. With a shopping list in hand and a clear picture of what your Christmas dinner should look like, you enter the supermarket.
“But once inside, you’re essentially in an arena full of wild animals. And all those animals are hunting for offers.”
“The stress makes you think more in the short term.”
Within a few seconds, your brain is overloaded with a flood of stimuli. “There are a lot of people walking around you. The music is on, Christmas music of course. The paths are designed in such a way that you experience a kind of maze of a store, with all kinds of extra promotions. And you have to process all those stimuli in some way “Wessels explains.
That is exactly what is beneficial for supermarkets, which try to influence you in all kinds of ways. “The stress makes you think more in the short term. You think a lot more about what am I looking forward to? What looks good? What could be a luxury that would make a good impression? Instead of thinking carefully with you list and everything you had thought of in advance.”
This way you come home with much more than was initially on your list. Supermarkets know this, because Christmas is one of the highlights of the year for them, says Wessels. They also make the shopping experience as impressive as possible. “There are nice Christmas commercials, you can taste things in the store and there is a nice atmosphere.”
Are you feeling discouraged yet? Then Wessels has a handful of tips that should ensure that you do not shop above your budget:
- Pay attention to the pack height
Many people know that the most tempting products are at eye level. “But the expensive brands actually prefer to be just below that: at the so-called pack height. From here it is easiest to grab something and put it in your cart. That is where you will find the most expensive A-brands.” - Make a game of shopping
According to Wessels, even a shopping list often cannot save you from supermarket influence. “So make a game of it. It is best to calculate in advance how much you will spend on your shopping list. Don’t try to exceed that and shop as cheaply as possible. This way you are focused and less susceptible to influence.” - Eat something beforehand
“When you’re hungry, you’re also more focused on the short term. If you go to the supermarket hungry, you really come home with a lot more than you intended.” - Being plain and boring
There are often all kinds of stalls with delicacies in the supermarket. “Don’t take anything from people. If something is given to you, you are more likely to give something back to that person. In this case, buy the product. This also applies to tasting things, you are probably more likely to buy it. So go frugal and boring through the store. That doesn’t make it any more fun, but is much better for your wallet in the long run.”
Despite the tips, Wessels knows that it is really not that easy not to be influenced during the Christmas shopping. “It’s all very tasty, but also very expensive.”
He orders his Christmas groceries online. “That is useful, but you are also influenced in all kinds of ways online.”