Planning on Hitting the Retail Stores?
Despite the ever-looming threat of online commerce, analog retail stores still have plenty of fight left in them: Consumers are expected to spend more than $630 billion in seasonal purchases this year, and there promises to be no shortage of semi-controlled chaos (and profits) when stores open for Black Friday.
If you’ve ever wondered how you managed to spend twice as much as you planned, you may want to consider the shrewd retail employees you’re up against. Here’s what we discovered talking to the men and women who ring you up.
1. THEY HAVE JEDI MIND TRICKS.
Retail employees—particularly when it comes to big-ticket items—are trained to steer conversations in ways that have you saying, “I have to have this.”3. … BUT RUDE SALESPEOPLE MIGHT HAVE YOU SPENDING MORE.
A recent study from the University of British Columbia revealed that shoppers looking at high-end items might actually be more likely to buy when staff play hard to get. Marketing Professor Darren Dahl discovered that rude or “snobby” salespeople made people want to share their exclusivity by purchasing luxury goods.
4. THEY HATE IN-LINE SHOPPERS.
“The indecisive customers are the worst,” says Kay, an employee for a major discount apparel chain. “[Like] still shopping while in line, and telling the cashier to add and remove stuff.” If you haven’t settled on your selection by the time you arrive at the register, expect to be put on the not-nice list.
5. SHOPPING AROUND 5 P.M. MIGHT BE A BAD IDEA.
While this can vary from store to store, the 5 to 6 p.m. window might be the worst time to try and get some real help. “This is during shift changes, which may result in closed tills and more part-time associates helping customers,” Kay says. “The full-timers may care more, as the job is more of a career.” Instead, try shopping closer to opening, when employees are heavily caffeinated.
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