If phrases like “Act fast!” or “Last chance!” are nudging you to buy, retailers are doing exactly what they intend. Holiday marketing leans on emotion and shortcuts to make you spend. Here’s how to recognize common tactics and shop more deliberately.
Who we talked to
Life Kit spoke with Brian Vines, a reporter at Consumer Reports, and Lindsay Weekes, editor-in-chief of Brad’s Deals, to describe the tricks retailers use and how to avoid them.
Technique 1: Creating urgency
Phrases such as “buy now,” “flash deal” or ticking countdowns push you to act before you think. Retailers rely on fear of missing out. Stop, take a breath, and ask whether you would buy this if the timer weren’t there. Deals often return, and waiting—especially toward season’s end—can reveal better prices. If urgency is the main reason you want an item, pause: you might not really need it.
Technique 2: Emphasizing an inflated “original price”
Showing a high crossed-out price next to the sale price is price anchoring meant to make the discount look dramatic. Often the higher price wasn’t the regular price or hasn’t been used in a long time. Ignore the anchor; decide whether the current price by itself is worth it for you.
Technique 3: Raising the base price before discounting
Some sellers increase a product’s regular price before a busy season, then advertise a large percentage off. Because the baseline was inflated, the final price may be unchanged or even higher than earlier. Counter this by comparing prices: check historical pricing tools, search other retailers, and consider secondhand options (useful for clothing and many electronics). In store, look up competitor prices on your phone and ask if staff will match them. Adding items to your cart and watching prices over several days can also reveal whether a sale is real.
Technique 4: Selling a fantasy
Ads link products to an idealized holiday, a more confident you, or flawless family moments. If you catch yourself entering payment details while picturing a perfect scene, step back and ask whether that item is necessary to create the memory you want. Meaningful gifts don’t have to be expensive or store-bought: bake something, plan time together, or find a special secondhand item. Thoughtful, low-cost gestures often matter more than pricey ones.
Practical habits to avoid marketing traps
– Wait before buying big-ticket items; give yourself time to reassess.
– Compare prices across retailers and use price-history tools.
– Search secondhand marketplaces for like-new items at lower cost.
– Ask for price matching in stores when you find a better offer.
– Focus on your budget and the true value of an item, not the supposed savings shown by anchors or inflated bases.
Credits and contact
Digital editing by Meghan Keane, art direction by Beck Harlan. Feedback: voicemail 202-216-9823 or email [email protected]. Listen to Life Kit on Apple Podcasts and Spotify, sign up for the newsletter, and follow @nprlifekit on Instagram.