15 ways stores trick you into spending

12. Stuff in bins isn't always a bargain. Higher-end stores will sometimes put items in "bins" to emulate the bargains found at cheaper stores, but the prices are still quite high. They just use the visual cue of a "bargain store" to make you think it is a bargain.

13. High-markup items are made to look prestigious. If you see something in a glass case that has lots of space around it, your gut reaction is to believe that it is valuable and prestigious to own, and for many people it can be as attractive as a light to a moth. The truth is that these items typically have tremendous markup -- you're literally just buying an idea, not a product.

14. The most profitable department is usually the first one you run into. Ever noticed that at Younkers, JC Penney, Kohl's and such stores, the cosmetic department is front and center? That's because it's very profitable, and by putting it in a place where people walk by time and time again, customers are more prone to making a purchase on an item with a very big markup.

15. Restrooms and customer services are usually right by the exit or as far from the exit as possible. Why? If you need to use either one in the middle of a shopping journey, you have to walk by a lot of merchandise to reach the needed service, thus increasing your chances for an impulse buy.

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Want to see more? Look at this presentation on the art of department-store layouts to get an idea of how much thought goes into making sure you buy more, particularly those items that are marked up a lot. I didn't even get into some of the more complex techniques, such as sensory marketing, that are more subtle and harder to avoid.

How can I fight back?

Is there any wonder why people end up buying more than they need or buying sizes that are poor deals? With an array of techniques at their disposal, retailers can make a mint.

Had enough? Here are 10 things you can do to fight back against these techniques:

1. Don't use a shopping cart unless you need it. A cart, most of the time, is just a place to put stuff you don't need. If you're carrying a product, you're a lot more likely to consider whether it's a worthwhile purchase.

2. Make a shopping list and stick to it. A list makes you focus on the items you intended to buy. Without it, you are much more prone to wandering and stumbling into "great buys" that you don't really need.

3. Look at nothing but the prices and sizes. That's all the information you really need -- everything else is marketing. Find the one that has the best price for its size, get that one, and move on.

4. Start at the back and work toward the front. If this is an option at all for you based on the store layout, do it. When you go in, head directly for the most distant item, then progress back toward the checkout aisles. If you do it the other way, you're prone to walk more slowly and tiredly toward the front after your shopping is done, leaving you open to lots of impulse buys on the way.

5. Always look at the bottom shelf first. If you've found the section you want, start looking at the bottom shelf first. This is usually where the better per-unit deals are.

6. Don't stop unless you're actively selecting an item. Displays are designed to beg you to stop for a moment and just look, which is often enough to get you to pick out the item. Even if something looks interesting, keep walking. You can study it as you go past and make up your mind later about the item.

7. Never go by an item twice unless absolutely necessary. If you go down an aisle, start at one end and continue all the way out the other. Walking by an item once lets it sink into your short-term memory, giving just a hint of familiarity when you walk by it again, sometimes just enough to persuade you to buy it.

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8. Carry a pocket calculator -- or know how to use the one on your cell phone. Do the math yourself to find out what the best buy is because stores try to choose numbers that make drawing false conclusions quite easy.

9. If you don't know for sure that it is a good deal, don't buy because you think it is a good deal. Stores use all kinds of visual cues to make you think something is a bargain when it's not (like the bin trick mentioned above). Don't buy anything because it's a "deal" unless you're sure that it really is an excellent bargain -- just walk away.

10. At the checkout, rethink everything you put in your cart -- and don't hesitate to hand an item to the cashier and say you've changed your mind. Many people seem to have a guilt, or obligation, to buy an item that they've put into their cart. Don't. You're the customer -- you have the right to choose whether to buy. If you find something you don't want to buy, tell the cashier and don't buy it.

This article was written by Trent Hamm, the founder of The Simple Dollar, a blog offering a peek at his recovery from near bankruptcy.

Updated Nov. 28, 2007

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