The magic number ‘9’
Studies show that we perceive a product priced at $19.99 to be much cheaper than one priced at $20, according to Iris Hung, consumer behaviour expert at the National University of Singapore. To save time and memory space, our brains are naturally programmed to round-up numbers based on the first two digits.

Conditional discount
The more you buy the more money you save! For example, buy three and get one free; or get 20 per cent off if you spend over $200. “This works most effectively with people who are very price-sensitive”, says Iris. “It gives people the reason to buy, to justify their buying behaviour.”

Time-constrained discount
If you don’t buy it right now, the price will go up! Retailers who use this tactic hope to provoke panic and urgency in the consumer and hopefully a hasty purchase! If an offer ends tomorrow, you might imagine losing it, and this fear is what drives you to buy it immediately.

Escalator detour
Some escalators in malls are so far apart that you have to walk the whole level before you can progress upwards. This gives you the chance to take in the bargains the stores have to offer.

Magic mirrors
You know your legs aren’t long enough for those hot pants, yet you bought them because you looked positively willowy in the fitting room mirror! Truth: if a mirror is placed up against a wall on a slant – this always makes your legs look longer than they are.

The never-ending closing down sale
A closing-down sale plays on consumer instincts to catch those last-minute bargains before they are gone forever – this strategy works on our fear of missing out and appeals to our sense of urgency.

Check out the June issue of Simply Her for more ways stores and malls get you part with your dollar.

This article was first published in Simply Her magazine.