From supermarket shelf layouts to fake bargains and hidden pricing tactics, stores are designed to encourage shoppers to spend more than they planned.
Whether it's the smell of freshly baked bread, eye-level product placement or tempting multi-buy offers, many of the biggest supermarkets use subtle psychological tricks to increase the size of your shopping bill.
But according to insiders, there are some surprisingly simple ways to beat the system - and potentially save hundreds of pounds a year.
Ben Smye, consumer expert at Hotukdeals, says: "Supermarkets are very good at making you feel like you're saving money while nudging you to spend more. The good news is that once you know the playbook, you can ensure you don't fall for their tricks!"
Ignore the headline price
One of the easiest mistakes shoppers make is focusing on the big price label rather than what they're actually paying.
Ben says: "The single most useful habit is checking the price per unit, per litre or per 100g rather than the headline price. It's printed on the shelf label, usually in small type, and it's the one number supermarkets can't dress up."
He explains that larger packs and promotional offers can sometimes work out more expensive per gram than the supermarket's own-brand alternatives.
Never shop without a list
Impulse purchases remain one of the biggest reasons grocery bills spiral.
Ben says: "A bargain on something you didn't need isn't a bargain, it's additional spending you didn't need to do."
His advice is simple: shop with a list, stick to it and ignore everything else competing for your attention.
The best time to find yellow sticker bargains
If you're looking for reduced food, timing can make a huge difference.
Based on trends spotted by the Hotukdeals community, the biggest discounts often appear at predictable times:
- Tesco: Mid-to-late afternoon, with final reductions after 8pm.
- Sainsbury's: First reductions around 1pm, biggest discounts after 7pm.
- Morrisons: Early afternoon, with the deepest reductions around 6pm to 7pm.
- Asda: Initial markdowns between 9am and 11am, followed by further reductions from 6pm.
- Aldi and Lidl: Usually either early morning or shortly before closing.
- Waitrose: Mid-afternoon, with better reductions around 6pm.
- Co-op: Typically from around 5pm, although timings vary by store.
Are the cheapest products really on the bottom shelf?
There's more truth to the supermarket myth than many people realise.
Ben explains: "The industry saying is 'eye level is buy level', and shops do tend to put the products they most want you to buy, the higher-margin ones, where your eye naturally lands."
He says cheaper own-brand alternatives are often positioned on the highest or lowest shelves, meaning shoppers should always look beyond what's directly in front of them.
Is shopping at several supermarkets worth it?
Shopping around can save money - but only if it genuinely works for your circumstances.
Ben says some families can save around £100 a month by buying different products from different retailers, but warns it's only worthwhile if the stores are close together.
"Driving to three shops to save a pound or two on a handful of items isn't worth anyone's time, and you can wipe out the saving in fuel and a few impulse buys along the way."
The supermarket trick designed to get you through the door
Many supermarkets heavily discount a handful of everyday essentials to tempt shoppers inside.
Known as loss leaders, these products are often sold at extremely low prices because retailers know customers will usually buy plenty of full-price items while they're there.
Ben says: "The smart move is simple: take the loss leader, it's a genuine saving, then walk straight past the full-price temptations on the way to the till."
Other supermarket tricks shoppers should know
According to Ben, there are several other tactics designed to encourage spending:
- Fresh bread aromas near the entrance are designed to make shoppers feel hungry.
- Milk, eggs and other essentials are usually placed at the back of stores so customers walk past more products.
- End-of-aisle displays are positioned to grab attention, but aren't always the cheapest option.
- Loyalty prices can make discounts appear bigger than they really are, so it's still worth comparing prices elsewhere.
- Multi-buy offers don't always beat supermarket own-brand products and only save money if everything gets used.
- Online grocery shopping uses similar techniques, including "customers also bought" suggestions and checkout recommendations.
- Watch for shrinkflation, where products become smaller while prices stay the same or increase.
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The simple checklist that could save you money every week
Ben says beating supermarket psychology doesn't require complicated budgeting.
Instead, he recommends following the same four rules every time you shop:
- Always take a shopping list.
- Never shop when you're hungry.
- Compare the price per unit, not just the headline price.
- Treat every "special offer" as something to check rather than automatically trust.
As Ben puts it: "Shop from a list, don't shop hungry, check the price per unit, and treat anything positioned as a 'deal' as something to verify rather than trust."
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