Sales Psychology: Why You Make Terrible Buying Choices
We have to stop falling for subtle sales psychology tactics.
Did the load of gift returns you made in January make you realize that you need to be a smarter shopper?
In the United States alone, people were expected to spend $966.6 billion in November and December 2023–3 to 4 percent more than the same period the previous year, which is in line with the annual average increase of 3.6 percent from 2010 to 2019, according to the National Retail Federation.
Yet 14.5 percent of total sales were returned in 2023; 17.6 percent of online sales were returned.
During the holidays, we’re bombarded with ads and sales pitches that use sales psychology tactics to grab our attention. These messages make it tough for us to make smart shopping choices.
So we spend too much money on presents, gift family members something they didn’t love just because we had to get them something, or buy items we hope will improve our lives that end up unused in a closet.
How can we become more discerning buyers in a world that encourages us to spend?
We have to stop falling for subtle sales psychology tactics.
