of Information found that all the sites had an
average of 19 features that could encourage
impulse buying, such as limited-time discounts
and wording that made an item seem like it was
almost out of stock.
The best way to combat them? Being aware of
the tactics retailers use.
“The onus is on the consumer,” says Paco Underhill,
author of “Why We Buy: The Science of Shopping.”
Here’s what to watch out for:
ALMOST SOLD OUT
Be suspicious of messages that say an item is
almost sold out. They’re easy to fall for, since more
people are shopping on their phones and have
less time to shop, says Underhill, who is also the
founder of retail consulting firm Envirosell.
He says shoppers should take a break and check
back a couple of hours later, especially if it’s an
item you don’t really need. Chances are the item
is not really selling out and you may decide you
don’t want to buy it after all.
Another thing to watch out for: messages
saying an item is in high demand. It can make
you feel like the item may sell out soon and
entice you to buy.
A study by Princeton University and the
University of Chicago singled out online clothing
seller Fashion Nova, which tells customers that
items in their cart “are in high demand.” The
problem? The message appears for any item
that’s added to the cart.
Fashion Nova’s cart also tells shoppers that
their items are being “reserved” for 10 minutes.
But nothing happens to the items after the 10
minutes are up.