Some of the ‘tricks’ include:<\/p>\n\n\n\n
- \n
- Putting staples (bread, milk, etc) deep inside the store<\/li>\n\n\n\n
- Pushing “prime” eye-level shelf space for specific brands<\/li>\n\n\n\n
- Eye-level shelf space targeted at children<\/li>\n\n\n\n
- Stocking “tempting” products at checkout<\/li>\n\n\n\n
- Using scents like flowers and coffee to entice and draw in customers<\/li>\n\n\n\n
- Inflate ‘original’ prices for ‘two-for-one’ and other promos<\/li>\n<\/ul>\n\n\n\n
“There’s a massive amount of pressure on the retailers because the environment is just so competitive because consumers are facing so much financial pressure and are becoming more and more selective about where and how they shop,” she said.<\/p>\n\n\n\n
The largest food retailers in South Africa are Shoprite (Which includes Checkers, Shoprite, and Usave), Pick n Pay (and Boxer), SPAR, Woolworths, and Massmart (which includes Makro and Game).<\/p>\n\n\n\n
These five chains dominate the market, collectively accounting for the vast majority of all formal retail food sales in the country.<\/p>\n\n\n\n
Nicholson said retailers invest heavily in strategies designed to influence shoppers’ behaviour. She noted that JustMoney identified around 27 different marketing techniques commonly used in stores.<\/p>\n\n\n\n
South Africans spent about R31,900 every second in retail stores in 2017, with the figure likely much higher today.<\/p>\n\n\n\n
She added that food remains the country’s largest retail category, with around R706 billion spent annually. One of the best-known tactics is placing everyday essentials, such as bread and milk, at the back of the store.<\/p>\n\n\n\n
“The important things, like your milk, your bread, the staples that we often need, are really deep inside the store. So it forces you to walk past many other items so that you are likely to take those products up,” Nicholson explained.<\/p>\n\n\n\n
She said shelf positioning is another carefully planned strategy, with manufacturers paying retailers significant amounts to secure eye-level shelf space because it attracts the most attention from shoppers.<\/p>\n\n\n\n
Children are also specifically targeted through product placement.<\/p>\n\n\n\n
“If you’ve ever shopped with children, you can imagine that children’s eye-level displays work really well. Cereals, sweets, toys and snacks are often positioned in a place that a child can see them,” she said.<\/p>\n\n\n\n
Compare prices carefully<\/h2>\n\n\n\n
![\"\"](\"https:\/\/businesstech.co.za\/news\/wp-content\/uploads\/2026\/07\/Groceries-7-1024x576.jpg\")
<\/a><\/figure>\n\n\n\nNicholson added that checkout queues are deliberately stocked with tempting items to encourage last-minute purchases.<\/p>\n\n\n\n
“As you’re going through the queue, there are lots of extra items there that are just so easy to throw into your basket because they look appetising or they just seem very convenient. Of course, that leads to an impulse purchase that you might not have made if it wasn’t there.”<\/p>\n\n\n\n
Apart from product placement, Nicholson said retailers also use store layouts, scents and displays to influence shoppers.<\/p>\n\n\n\n
“There are things like what it smells like. There are flowers and products at the entrance that attract you,” she said.<\/p>\n\n\n\n
She said promotional events have also become far more frequent, extending well beyond traditional holiday shopping periods.<\/p>\n\n\n\n
“There’s Christmas in July, back to school, and shops actually start retailing between October and November for Christmas products already,\u201d Nicholson said. <\/p>\n\n\n\n
\u201cIt’s really creating the mood as well, but encouraging you to spend sometimes on things that you don’t need to be spending.”<\/p>\n\n\n\n
Limited-time promotions, weekend specials and multi-buy offers can also encourage unnecessary purchases.<\/p>\n\n\n\n
“Buy two, get one free often seems like a good idea to buy more, but maybe that’s not actually what you need. So it’s just something to be aware of,” she said.<\/p>\n\n\n\n
Nicholson warned shoppers to compare prices carefully, including checking the unit price, as some promotions may not deliver genuine savings.<\/p>\n\n\n\n
“Make sure that the actual individual price is right because often they might inflate the original price and make that seem really great.”<\/p>\n\n\n\n
To avoid falling into these marketing traps, Nicholson recommended shopping with a list, setting a spending limit and avoiding grocery shopping when hungry, tired or stressed.<\/p>\n\n\n\n
On loyalty programmes, Nicholson said they can provide genuine value if used wisely, but consumers should remember that their purpose is to encourage repeat spending.<\/p>\n\n\n\n
“It depends. Some of them are really good, but be aware that the retailer is there to get you back and to compare it to others. It certainly can be of great benefit if you use it wisely.”<\/p>\n\n\n\n
The article has been updated to reflect that Boxer is part of Pick’n Pay’s footprint and not Shoprite’s. <\/em><\/p>\n","protected":false},"excerpt":{"rendered":"
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