MEMPHIS, Tenn. — Just when you get past the pumpkin spice lattes, in come the sights, sounds, and smells of the holiday season.
If you thought it was just to get you in the holiday spirit, think again! Retailers want to get you in the mood to shop.
Personal finance blogger Latisha Styles told WREG, “They do that by manipulating your five senses.”
Sight
Styles, who runs the site Young Finances, says it goes beyond just Christmas trees and flashing lights.
Retailers place merchandise in specific areas for the “wow” and your wallet.
“Any items that are set up on like a nicer stand or maybe really nice wood for eco-friendly items, or on wooden hangers, in stores…they kind of make you think those items are of a little more value,” Styles said.
Which means consumers are willing to shell out more cash to purchase them.
Sound
This appeal happens year round, but it really ramps up during the holidays Shoppers can’t walk into the stories without hearing traditional Christmas songs.
According to Styles, “Those songs really make us think of that cozy feeling of the holidays and when we get that cozy feeling, we feel excited. We feel relaxed and then we’re ready to spend more money!”
Smell
This is a big one. We all fall for it, too.
“Smells really have a way of bringing us back to a memory and making us think of a good time, a fun time,” Styles said.
Think about it. There are holiday scented candles, and that cinnamon broom fragrance at the grocery store reminds you of mom’s apple pie, so you head straight to baking aisle to grab supplies!
Taste
The appeal to your sense of taste can be even more overwhelming. Who can resist the samples of free cheese and sausage, or tri-flavored popcorn?
Styles says once people taste something, they may feel compelled to buy it.
“Because you’ve tried it, you’re more likely to purchase,” she said.
Touch
Styles says retailers know the same is true when you touch something.
“They want you to interact with the item, they want you to feel them because when you do, you actually take ownership of the item,” she said.
Therefore, ladies, step away from the cashmere sweater!
Here’s the bottom line: Now that you know, don’t let retailers manipulate your five senses and break your holiday budget.
The key is to make a list and check it twice. This means listing each person’s name you plan to buy a gift for, along with the amount you’re going to spend.
“Any sort of list is going to be helpful whether it’s just names or those specific items,” Styles said.
You can also take it a step further by using gift planning apps like Santa’s Bag and Christmas List Snowball to keep you on track.
