I’m a psychologist – four sneaky tricks Primark uses to make you spend more, and how to avoid them
PRIMARK is known for its affordable fashion and beauty bargains, but it does use some tricks to get you to spend more than you planned.
Most retailers use subtle yet sneaky tactics to get you to part with more of your cash - and you've probably never noticed them.
But you can avoid spending extra in Primark if you know what to look out for when you're heading down to your local store.
It comes as inflation - which currently stands at 8.7% - continues to push up the price of everything from groceries to clothing.
We spoke to consumer psychologist Dr Cathrine Jansson-Boyd about the little-known tricks Primark shoppers might succumb to - and how spot them.
Dr Jansson-Boyd, who is an associate professor at Anglia Ruskin University, told The Sun: "As a store, Primark use a high number of well-known marketing aspects that we know customers respond effectively to."
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Here are four little-known tricks Primark shoppers should know about.
Experience shopping
Primark stores are known for being pretty big, meaning shoppers have aisles and aisles to explore.
Some branches even have Greggs bakeries with sausage roll swings, beauty salons, where you can get your hair done and vintage clothing concessions located inside them.
Dr Jansson-Boyd said this makes shoppers feel like visiting the store is a fun experience in itself and makes them want to come back for more.
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"The more ‘fun’ a consumer have the less they think about how much time they spend in there and the longer they spend in there, the more they usually buy," she added.
"The sheer size also means that people are unlikely to leave without having bought something as they have committed to walking around the store.
"Even if visitors don’t really need anything, they are likely to think ‘oh well it is only £6'."
Last minute bargains
If you're an avid Primark shopper, you'll know that you can often spend just as long waiting in the queue as you do browsing the store.
But Dr Jansson-Boyd said the technique of "funnelling" people to line up along the tills gives shoppers more time to grab a last-minute item.
She explained: "Along the funnel, there are various small bits and pieces that tend to have a broader appeal.
"And as people get bored waiting, they often pick up additional items as they are readily there.
"Some of those items are sweets – which people buy as an added treat for a job well done."
Touchy-feely
In any Primark store, you will often see a fair amount of clothing items folded on shelves.
While you may think this is done to save space, it's actually just another way to get shoppers to part with more cash.
Dr Jansson-Boyd said: "When items are folded, shoppers can’t fully see what it is until they go and pick it up and unfold it.
"It is well-known that once consumers touch an item, they take on psychological ownership.
"This increases the likelihood of purchase as they feel that the item belongs to them."
Bang on trend
Primark stores are lively, bright and feel quite youthful - and this is all intentional, Dr Jansson-Boyd said.
"The stores use cues for their younger target markets.
"This includes neon type signs and slogans on signage such as 'find your amazing’.
"This suggest that you can be fabulous by buying something from Primark.
"This is the type of messaging that Gen-Z responds effectively to."
Meanwhile, a shopping expert has revealed four items to always buy at Primark and two to avoid.
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Plus, you've been shopping at Primark all wrong - we explain five ways you can bag a bargain.
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