Have you ever gone into a supermarket with the intention of buying a loaf of bread and actually ended up spending a lot more money? You aren’t alone, and it’s all because of marketing by the supermarket. So how do they get you to spend more than you intended to and how can you ensure you stick to your budget?

Focus
Before you enter the supermarket, have a list of what you intend to buy in your head. As you enter the supermarket, stay focused on this list. Bulky items or heavy items, sometimes on special offer to entice you even more, are often placed near the door. This is to encourage you to take a trolley rather than a basket. If you know you only want to or three items, do not be tempted to get that trolley!

Staple Foods
You will find that day-to-day staples such as bread, milk and eggs are spread throughout the store. This is to encourage you to wander up and down the aisles which increases your exposure to different products and therefore encourages you to buy more. Usually, the longer you spend in the supermarket, the more you will spend, so go directly to the aisles where the products are. If you are unsure as to where they are, ask. Supermarkets also like to move products around regularly – again to get you to wander around the store more. Stick to your shopping list and do not get into the habit of picking up any other goods.

Shelf Levels
Shop cleverly – eye level is normally buy level and this usually means most expensive. Take a moment to look at the products on the shelves around to see if it can be bought cheaper. Novelty items for children are placed on the lower shelves so that it will catch their eyes – keep a look out if you have young children! Packaging is also deceptive – a big packet does not always mean big contents so look at sizes and weights to gain a better idea of what you are buying.

Scents
Some supermarkets like to pipe freshly baked bread scents into the air conditioning, tempting you not only to their freshly baked bread and cakes, but also into piling your trolley with sweets and cakes.

Cross merchandising
Shops like to cross merchandise 0 this is when related items are promoted together. For example you might go into a shop for a bottle of wine and notice that there are some glasses and wine charms for sale that you like. Again, this is a sales gimmick designed to make you buy more. Stick to your list!

The checkouts
As you get to the end of your shop, the checkouts are also usually surrounded by little products such as sweets, batteries and magazines, all of which are easy to pick up while you are waiting around. Remember to stay focused. If you know you are always tempted by these products, either go for a self-service till where you will keep your hands busy, or shop during quieter times to avoid the queues and therefore the temptations.

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