How Supermarkets Trick Your Brain Into Spending More

Have you ever gone to a supermarket intending to buy just a few items, only to leave with a full cart and spend more than expected? If so, you’re not imagining things. 

Supermarkets don’t rely solely on convenience or variety to drive sales; they rely on psychology. One of the most powerful tools in their arsenal is a concept called price anchoring.

What is Price Anchoring?

Price anchoring is a cognitive bias where your brain heavily relies on the first piece of price information it sees, using it as a reference point for all other decisions. Essentially, your perception of what is expensive or cheap is shaped by that initial number.

In practical terms, if you see an item labeled “original Ksh 500, now Ksh 350”, your brain automatically compares the new price to the original, rather than assessing whether Ksh350 is a fair price in the first place. 

The result? What might be a normal price feels like a bargain, and you’re more likely to buy it, even if you didn’t need it.

Also Read: Why Fewer People Are Checking Their Bank & Mobile Money Balances This January

How Supermarkets Use Price Anchoring

1. Displaying premium products first
When you enter a store, the first items you see are often higher-end or more expensive. This sets an anchor price in your mind. When you then see mid-range products, they feel reasonably priced, even if they’re slightly above your budget.

2. Highlighting discount prices vs original prices
Labels like “Was Ksh 600, now Ksh 400” or “50% off” create a mental reference point. Your brain focuses on the perceived savings rather than the actual value of the product.

Even if Ksh400 is still high for your budget, it feels like a deal, and you are more likely to buy it.

3. Bundling and Multi-Buy Offers
“Buy 2, get 1 free” or “3 for Ksh1,000” deals exploit anchoring. Your brain calculates the per-item price compared to the total or the supposed original price, making the deal feel irresistible, even if you don’t need all the items.

Also Read: Why People Lie About Money

Why This Leads You to Spend More

When supermarkets use these techniques, it’s not about deception; it’s about how your brain interprets value. Here’s how you end up spending more:

1. You buy items you had not planned for  – The perception of an offer triggers impulsive purchases.
2. You choose expensive over affordable – Anchors make mid-range or slightly higher-priced items seem like bargains.
3. You overestimate savings – Seeing the original price crossed out makes you feel like you’re saving, even if you’re paying more than necessary overall, or could have gotten a similar item from another brand at a better price.

How to Shop Smarter 

1. Set a budget before you shop - Decide how much you want to spend and stick to it. Don’t let discounted prices dictate your spending.

2. Make a shopping list - Stick to essentials. Lists help you resist impulse buys that feel like deals.

3. Compare prices independently - Don’t rely on the original price on labels. Check the usual market price to know if it’s truly a bargain.

4. Pause before picking up items on offer -  Ask yourself: “Do I really need this, or does it just look cheap compared to the anchor price?”

Final Thought

Supermarkets are carefully designed to guide your spending, using psychology more than marketing slogans. Price anchoring is just one of the ways they make you feel like you’re getting a deal while subtly nudging you to spend more.

The next time you walk into a store, remember: your brain is being influenced by numbers and placement.