Everyone likes a good promotion. A colorful poster with flashy discounts always seems an opportunity to refuse. However, not all promotions in supermarkets mean, in fact, savings. Many consumers fall daily on a trick that can lead to spend more than they imagine without realizing it, warns a site specializing in consumption.
The power of the red poster
According to Deco Proteste, supermarkets resort to the red color to capture attention and accelerate the purchase decision. A label with “-30%” or “light 2, pay 1” arouses the sense of immediate opportunity.
However, the product on sale is not always, in fact, the most economical. Often neighboring articles, with larger packaging or different brands, are more advantageous, but go unnoticed while the consumer is guided by the poster.
EXAMPLES OF DAY TO DAY
A 2,99 euro yogurt pack may seem like a good opportunity until it compares with a larger, discount package that costs 5.20 euros and offers almost double the product.
In the case of olive oil, a 20% discount bottle can, in practice, get more expensive per liter than another without any promotion.
This strategy also extends to fresh products: Promotional label meat can have the same price per kilo as normal beeves beside it, only distributed in different portions.
The detail that makes the difference
The price per unit, whether per kilo, liter or 100 grams, is often ignored. Most consumers focus only on the total value of the packaging.
It is precisely in this detail that one realizes if the promotion is really worth it. Often the highlight of the poster makes this essential comparison go unnoticed.
Strategies that work
Supermarkets take advantage of various psychological strategies for consumers to buy without reflecting. The sense of urgency creates the pressure to take advantage of the offer immediately.
The visual effect of the large posters overlaps with the real price. And the fatigue of choice after hours of running corridors leads to quick decisions, often without analyzing more economical alternatives.
How not to fall into the trick
To avoid falling into this trick, some simple care is recommended. Always consult the price per unit before you buy, compare different packaging of the same product and not be carried away by the color or size of the discount.
“Light 3, Pay 2” promotions are only worth it if the consumer really uses the entire product before expiring, and it is equally important to check the expiration date.
The impact on the pocket
The trick of promotions is not illegal, but proves effective. According to, small excesses are accumulating and, after a month, can represent dozens of euros more expenses in everyday products, from rice and milk to sugar. In the whole year, the difference can even reach hundreds of euros that could be applied in other needs.
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