When a salesperson asks a shopper which of several items she or he prefers, the shopper will often skip the question “Should I buy? and instead ask “Which one should I buy?”
Researchers have found that presenting a confusing sales pitch (e.g., telling a potential customer that a candy bar is 300 cents) and then reframing the statement in a clearer way increases the sale of an item.
Retailers take advantage of traditional Christmas smells and tastes to attract customers. For example, retailers may waft the smell of roasting chestnuts throughout their store and offer free samples of Christmas cookies. Holiday smells and tastes also stimulate the saliva glands, which makes shoppers hungry. Hungry shoppers are more likely to buy anything, not just food.
Retail researchers note a “butt brush” effect, which means that when a customer’s personal space is invaded, he or she will leave, even if interested in the item.
Satellite images of America’s retail parking lots are used to predict how well retailers will do in the holiday season and for quarterly earnings. However, parking lot images don’t take into other factors, such as online shoppers.
The National Retail Federation considers the “holiday shopping” season to be the full months of November and December, which is usually 55 days.
The busiest shopping day of the year is not Black Friday, but the Saturday before Christmas. The busiest online shopping day takes place on the Monday or Tuesday a week or two before the week of Christmas.
Researchers have proven that a “50% off” sign leads in increased sales, even if shoppers don’t know the original price or what a reasonable price for the product would be.
In 2013, retailers lost $3.4 billion due to return fraud during the holiday season. The most common form of return fraud is the return of stolen merchandise.
Single shoppers make 45% more impulse buys than married shoppers.
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