The modern checkout aisle is carefully engineered to encourage impulse buying. Retailers use winding corridors, strategically placed tempting items, and 'strike points' to maximize sales. A study found that impulse purchases, including those made in the checkout aisle, account for 40-80% of shoppers' spending.
Sometimes, shopping can be a test of self-control — especially while you're waiting in the checkout line. We've all been there. You've gone out shopping, picked up everything on your list, and are beelining it for the cashier.
"They can make the checkout really quick, allow you to check out right away. Instead, they make this maze to keep you in the store as long as possible," said Ying Zhu, a marketing professor at UBC's Okanagan Campus. "Suppliers pay money to the retailer, especially in a grocery store environment, to have their product featured there," he said.
"At Indigo, I picked up some novelty chip clips for my husband. They're shaped like little nostrils," she said. She also bought some fidget poppers for her kids.When Wright does look for stocking stuffers, she keeps to a $10 per item limit for anything she picks up from the checkout aisle. Schmidt says that distraction can help calm or distract customers if they're tired after a long shopping session or frustrated at having to wait in line.
Impulse Buying Checkout Aisle Retail Merchandising Consumer Psychology Marketing Strategies
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