Some people love shopping - others hate the experience. Whatever your state of mind when you go shopping, it is important to think about this before you go, because almost certainly if you are unprepared, the retailers will take advantage of you, and lull you into a state of mind which will encourage you to part with far more of your hard earned money than you intended.



For example, if you go food shopping on an empty stomach you are almost guaranteed to spend far more than if you go shopping having already eaten. This is a basic instinct, and shops know it. The smell of fresh bread is one of the most evocative smells and is almost certain to make anyone who isn't full feel hungry. That is why shops often position the baler department near the door so that the smells waft over you as soon as you enter, making your stomach churn and your mouth water. Before you know it, your eyes will be scanning the shelves for convenient quick items which you can eat very soon to fulfill your craving, and of course, that's exactly where the retailer has thoughtfully positioned lots of handy, quick, satisfying snacks at very high prices.

Some retailers have even been known to position the bakery near the air conditioning unit so that the smell is wafted gently across the whole store. It will be subtle, but just detectable on an almost sub conscious level, and you'll spend far more money on food than you intended. For this reason, it is always very well worth making sure that when you go shopping, especially for food, you eat first. This way you will be less likely to fall victim to the retailer's ploy.

Going shopping in a hurry, or feeling harassed can be a hindrance as well. If you're in a hurry, you'll be more likely to reach for the items which catch your eye first, rather than hunting and scanning for alternatives. The shops cleverly position their best sellers and most profitable products on the shelf level nearest to your eye, and at the end of aisles so that you'll see them first. This will persuade you to buy the slightly more expensive versions rather than the ones lower down you didn't look for. A huge extra profit is made by having the most profitable items positioned in the places your eye is most naturally drawn to.

You might conclude that going shopping when you are hungry and in a hurry is not a good combination, but you might also feel that if you go full and quite content, with no need for hurrying, you'll be fine. This isn't true, because the music that is piped out across the store is more likely to lull you into a shopping frenzy, albeit a relaxed one. You'll be feeling content, and so more open to the effect of the music which will have a greater impact on you because of your relaxed mind. The style of music played can dramatically increase the amount you spend, by making you feel good about yourself, part of the culture being promoted in glossy photographs around the store, and feeling that by buying more of this store's products you'll be an even greater part of the culture and society you want to fit in to.

The moral is to make sure you don't shop hungry, hurried or too relaxed. Eat plenty, have a fairly reasonable amount of time and wear ear plugs. Or shop online.