Shopping malls are purposely designed to trick you into spending more money. Through a combination of psychological tricks and strategic design, malls create an environment that encourages you to open your wallet. Here are 19 clever things malls do that make you spend more money.
Store Placement
Popular, large department stores are usually placed at the far end of the mall to pull shoppers through the mall and past the other stores. This encourages shoppers to visit other stores on their way to their destination. Essentials like restrooms are also placed deep in shopping centers to draw people in.
Discounts and Sales
We all love the sales, but are we just falling for stores’ tricks? Stores often use phrases like ‘up to 70% off’ to attract customers when most discounts are, in fact, much less. They also promote limited-time offers to create urgency and sometimes increase original prices to make discounts seem more significant.
Immersive Experiences
Malls have begun to offer immersive experiences rather than just products to attract more shoppers. This includes theme-based stores, interactive workshops, and classes to engage customers. Business Insider says that “other attractions and amenities, like theme parks and aquariums, are expected to drive foot traffic in these massive centers.”
Atmosphere
Malls often manipulate shoppers’ senses to create a pleasant and relaxing atmosphere so that they spend more. They use nice smells and background music, as well as lighting designed to highlight products and comfortable temperatures that encourage people to stay longer.
Displays
Vibrant, eye-catching displays in store windows are designed to draw customers into the stores. Displays and products are purposely placed at eye level to increase visibility and more effectively entice shoppers. Malls also use seasonal decorations to keep the shopping experience fresh and exciting.
Freebies and Samples
Who can resist a free sample? Freebies and samples are marketing ploys to make you spend more, as they are based on the psychological idea that you will feel obligated to buy something if you are offered a free sample. Pretty manipulative, if you ask me!
Digital Integration
According to CNN, “omnichannel marketing, where a brand has both a physical and online presence, has been a major factor driving mall growth.” Malls incorporate digital aspects like apps that provide maps, store directories, and promotions, as well as online order pickup points to merge online and offline shopping.
Mall Layout
Have you ever gotten lost in a mall trying to find a specific store or even the exit? Malls purposely have confusing, maze-like layouts to make shoppers see as many stores as possible. There is also usually a lack of visible clocks, so shoppers lose track of time and stay longer.
Interactivity
Malls often have interactive digital screens and even VR experiences to attract potential customers’ attention and help increase sales. Engaging activities like pop-up shops and other events keep shoppers entertained, which increases their likelihood of spending.
Loyalty Programs and Rewards
Being part of a loyalty program or receiving shopping rewards always makes us feel special, as we might get exclusive member-only discounts and early access to sales! However, these systems are used to encourage us to spend more money to earn more rewards.
Limited-Editions and Exclusivity
Limited-edition and exclusive products create a sense of scarcity and rarity that makes us want to buy them more. Mall-only items also entice shoppers looking for unique products, and pre-release sales events generate excitement that makes us spend more money.
Food and Dining Options
Forbes explains that “malls providing extra services, such as restaurants, […] drive more frequent visits and more spend.” We all want a snack or some lunch when we’re out shopping, so malls offer a wide variety of dining options and food courts to satisfy us and keep us there.
Kid-Friendly Areas
It can be a nightmare to try and go shopping with your kids! Malls magically solve this problem by having play areas and kid-friendly stores to keep your children happy. There are sometimes even childcare services and kids’ clubs that allow you to shop for longer without worrying about your kids!
Seasonal Promotions
Malls embrace the holidays by putting up special decorations and holding events to attract festive shoppers. They also encourage people to spend more on their holiday shopping with holiday-themed products and gift guides. Extended hours during holiday seasons also allow more customers to spend their money.
Services for Convenience
Another way malls encourage shoppers to spend more of their hard-earned cash is by offering additional services like gift wrapping, personal shopping assistants, valet parking, charging stations, and Wi-Fi to make the shopping experience as easy and convenient as possible.
Psychological Pricing
Pricing products just below a round number (e.g., $19.99) tricks people into thinking items are cheaper. CBS says that “since people read from left to right, they are more likely to register the first number and make an immediate conclusion as to whether the price is reasonable.”
Events
Malls can attract customers by hosting events like concerts, fashion shows, and meet-and-greets. This attracts more eyes to their shops, displays, and advertisements and tricks more people into revisiting. Malls often collaborate with influencers and celebrities for special appearances.
Adjusting Prices
Malls frequently adjust their prices to attract customers and entice them into buying their products. Stores sometimes display high-priced items first to make subsequent prices seem more reasonable and affordable. Stores also highlight initial offers that set an expectation for future purchases.
Reviews
You will often see customer reviews and testimonials in stores, as well as influencer endorsements, to convince you that their products are worth buying. Stores also display popular or best-selling items so that their store is associated with these great products.
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