“Act fast! This is your sign! Last chance!” If marketing messages like these are making money fly out of your wallet, they’re doing their job. These tips can help you guard against artificial offers.
Life Kit spoke with Brian Vines, a reporter at Consumer Reports, and Lindsay Weekes, editor-in-chief of Brad’s Deals. They share common marketing techniques companies use to entice shoppers — and tips on how to make smarter purchases.
Technique 1: Creating a sense of urgency
Retailers use phrases like “buy now” or “flash deal” to push quick decisions, Vines says. The tactic leverages fear of missing out so shoppers act before thinking. If you see an urgent-sounding offer, take a beat. Remember companies constantly make products — you likely won’t “miss the boat.” Waiting can reveal whether you truly want the item or if a better deal appears later, especially at season’s end.
Technique 2: Calling out the “original price”
Price anchoring shows a high “original price” next to a lower sale price to make the discount feel bigger. Weekes notes the listed original price often wasn’t the actual recent price. Outsmart it by focusing on the current price: if it’s $75, decide whether $75 is worth it to you regardless of the crossed-out number.
Technique 3: Inflating the base price
Some retailers raise the base price before a busy season, then advertise steep percentage discounts (40%–50%) so the sale price looks attractive even if it’s the same or higher than before — called high-low pricing. To avoid this, compare prices: check historical pricing data, look at other retailers, or search secondhand sites (great for clothing). In stores, check online for competitor prices and ask staff for price matching. You can also add an item to your cart and watch its price over days or weeks.
Technique 4: Building a fantasy
Marketing often sells an idealized version of life — picture-perfect holidays or a more confident you — to make products feel essential. If you’re entering payment info while picturing an idealized you or family, pause. You don’t have to buy that particular item. Consider meaningful, low-cost alternatives: bake favorite cookies, plan a group dinner or hike, or find a special secondhand gift. These can be as meaningful as store-bought items.
The digital story was edited by Meghan Keane, with art direction by Beck Harlan. We’d love to hear from you: leave a voicemail at 202-216-9823 or email [email protected]. Listen to Life Kit on Apple Podcasts and Spotify, and sign up for the newsletter. Follow on Instagram: @nprlifekit.