When not to shop

With the Christmas spending spree behind you no doubt your credit card bills are looking quite frightening. So its important that when you do your shopping now you don't fall into some of the traps the shops lay in store for you. I've done some research and come up with a few tips to stop you spending more than you intended.

1. Never Shop on an empty stomach

This first rule is quite a common one so I thought I'd test it out last weekend. Babs sent me off to the shops complete with a full English breakfast nestling in my stomach and I was like a wirling dirvish, whizzing around the aisles like Dale Winton on speed. Marvelous stuff.

The following day I descended onto Tescos without so much as a slice of bread to send me on my way. Without being too melodramatic, it was torture. These guys know what they're doing alright, sending that wonderful fresh bread smell wafting throughout the store. I came back with cakes and muffins galore. She was not impressed!

I left the shop feeling quite ashamed at my lack of will power, as though I'd some inoperable character flaw, but having done some research into this sort of thing some of the tricks the supermarkets employ to trap poor saps like myself is downright dirty. I've mentioned the principal trick to galvanise the stomach but there are many more to massage the mind. Hence the next tip is:

2. Never Shop with an empty head

This one is especially import as you need to keep your wits about you. Enter any store at this time of year and your senses will be barraged. The warm gust of air as you enter the store, the bright lights, the smells and the sounds all exist to send you into a spin. Supermarkets will put so called 'distress goods' at the entrance, such as newspapers and cigarettes. Fashion shops promote this seasons new look.

Once past the entrance you'll be in the most expensive part of the shop. Shops often use a technique called triangular balance in this area. It works on the simple premise that you look at the middle of a display first. Hence the most expensive items are always displayed in the middle. Be aware of this technique and you can find plenty of bargains.

Likewise in a supermarket the high profit items will be placed at eye level as this is where most people naturally look. If you want a bargain look around but don't buy on impulse as you'll be buying exactly what they want you to buy.

The end of aisles are also used to sell high profit products and shops are designed so you pass as many 'end aisles' as possible. Be wary of products here and don't fall into the stores trap.

Another sneaky trick used in electrical stores is with the pricing. Most prices end in .99p but some will end in .95p or .98p. This is code for the staff to know which items are nearing the end of season. If you ask for assistance no doubt these will be the items the loyal staff will 'recommend'.

A final tip often used by supermarkets is to place the bread and milk at the back of the shop, thus you have to walk past the high profit items, such as clothes and electricals, to get there.

Hopefully these clues will help you when you next go shopping.

And the key to shopping safely?

Don't go when you're hungry and keep your wits about you!

Until next time.

BW