Gaby
Shoppers spend 10% more when music is playing in the store. But that effect appears only Monday through Thursday.
Many readers might recall instances when they headed to the supermarket just to grab some bread and milk, only to find themselves at the checkout with a full cart of items they hadn’t planned to buy. And once home, counting their cash after this “quick trip for bread,” they wondered, “How did I end up with so much?”
Sound familiar? Think it’s just bad luck? Not quite; it’s actually the result of supermarket marketing. Most people notice the enticing discounts, but there’s another effective tactic that encourages extra purchases.
The Soothing Music Effect in Marketing
A new study found that if you want to focus on buying only the essentials, you might want to bring earplugs next time. The study shows shoppers spend 10% more when music plays in the store.
This “trap” only works for consumers from Monday to Thursday. The effect is tied to the fact that shoppers tend to be tired during the workweek. Researchers told the Daily Mail that in-store music lifts shoppers’ moods, which leads them to spend more.
During the study, scientists assessed the impact of music on sales across different days of the week. The research team tracked purchases in a supermarket from 7 AM to 11 PM, analyzing the purchases of 150,000 shoppers who bought with and without music playing.
According to the study’s author, Dr. Karl-Philipp Albom, people often lack time during the week. That’s why many do their grocery shopping on their way home from a long day at work.
Pleasant music has a calming psychological effect. It helps shoppers unwind after a tough day, causing them to unconsciously buy more than they intended.
The Musical Trick Doesn’t Work on Weekends
The coming weekend is naturally relaxing. Shoppers are more focused on their upcoming break from the workweek and generally feel happier because of it. So, as Dr. Albom says, in-store music from Friday to Sunday has a much smaller effect on spending.
Researchers also believe that listening to music in supermarkets on weekends can sometimes lead to fewer purchases. Weekends are often busier for people, and at that time music doesn’t soothe — it can even create extra stress. Consumers on weekends tend to feel more energetic and less susceptible to this kind of subconscious marketing.
So now you know it’s not just flashy ads and great discounts that nudge shoppers. Even the soothing music playing in supermarkets is aimed at increasing consumer spending.
