How supermarkets raid your pocket

For most people, shopping in supermarkets is pleasurable as they can find all the items needed under one roof and at generally reduced prices. More so, the displays allow shoppers to have a ‘feel’ of what they are buying, besides the flexible shopping hours they get any day of the week.

However, as you continue to enjoy shopping at your favourite supermarket, one thing you might be unaware of is that these outlets are all out to raid your pockets. They employ all sorts of tricks to make sure they strip you of your cash.

For instance, have you ever asked yourself why candies and chocolate are kept near the till? This is meant to make sure that you do not take home that loose change you get from the cashier. Most of these items are irresistible and many shoppers will buy them impulsively.

Added to that, the atmosphere in most supermarkets can be generally described as nice.

“With the soft music wafting from every corner and the regulated air, you feel like you could spend more and more time savouring the items on display. Meanwhile, your wallet continues to shrink as you buy items you had not planned to,” says Tabitha Wahu, a financial adviser.

Another trick supermarkets use is discounting fast moving items.

“Fast selling products are heavily discounted. And to make sure you don’t miss them, they are placed in strategic locations such as the entrance. However, they recover the money by overpricing slow moving items,” says Wahu.

SWEETS FOR CHANGE

One irritating thing some supermarkets do is to tell you they do not have coins for your change. Instead, they give you sweets or even a matchbox.

Cumulatively, you will be surprised to realise how much you spend on these items.

Most supermarkets also ensure that items in high demand like sugar, flour and bread are placed at the farthest end.

“This way, you have to comb through the whole supermarket and in the process pick up tempting items before you get to what you want,” observes Brian Maloba, a financial expert.

“Again, most supermarkets display related items close to each other. The trick here is to ensure that when you buy one, you are tempted to buy the other as they go hand in hand. When you buy bread from one shelf, in the next one you will find butter,” he says.

“If you are one of those people who go shopping in the company of children, you are not lucky. Products that can easily lure children are often kept at their eye level. This means they cannot miss them.”

He adds: “Then there is the comfort that comes with the idea of carting around what you buy in a trolley. Since you are not feeling the weight, it is tempting to just pick items and load them in the shopping cart.”

And most supermarkets have now turned into restaurants.

As you approach the entrance, what strikes your nose is the alluring smell of ready cooked and baked products.

This has the impact of making you hungry and crave the food, which translates into more profits for the supermarket, says Maloba.

With all these schemes to raid your pocket, you must devise strategies to beat them and become a smart shopper. In the end, you will be able to spend your hard-earned money wisely.

“The first thing you should do is make sure you have a shopping list. This will not only guard against impulsive buying, but also save your shopping time. With so many items attracting your attention, a list will prevent you from buying things that are not on it or forgeting something you really need,” advises Wahu.

She warns, “Because most supermarkets selling yummy products, avoid doing your shopping when you are hungry. Why not have a light meal before you go to the supermarket?”

She advises shoppers to read consumer watch reviews for the best prices. Some radio and TV stations also have these reviews to help you easily pick the supermarkets offering the best deals.

However, do not fall for a common trick where one item is heavily discounted to trap you only for you to pay more for another.

SUPERMARKET CHAIN

Before you choose a supermarket to shop in, says Wahu, think of one that offers the best services and varieties.

Does the supermarket have all the things you need?

Is it convenient for you in terms of accessibility and facilities like adequate parking?

Are products arranged in a way you are able to locate them easily?

“Do not be so fixated on one supermarket chain. You never know what you may be missing from the competitor,” advises Maloba, adding, “and always avoid the trolley if you are picking just a few items. Using one when you need only a loaf of bread and toilet paper will tempt you to load goods you do not need.”

Maloba says where resources allow, reduce the number of times you visit the supermarket because any time you visit these outlets is another opportunity to spend.