'I’m a psychologist – four sneaky tricks Primark uses to make you spend more, and how to avoid them'
"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.Last minute bargainslong waiting in the queue as you do browsing the storeBut 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."Some of those items are sweets – which people buy as an added treat for a job well done."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."This increases the likelihood of purchase as they feel that the item belongs to them."Primark stores are lively, bright and feel quite youthful - and this is all intentional, Dr Jansson-Boyd said."This includes neon type signs and slogans on signage such as 'find your amazing’."This is the type of messaging that Gen-Z responds effectively to.
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