A column on simple solutions to fatten your wallet
There’s a reason convenience stores and supermarkets put chocolate, gum and magazines right next to a cash register. And sadly, it comes down to the fact too many shoppers just can’t control themselves. (That’s why they call them “impulse purchases.”) Odds are you probably didn’t even having a hankering for a Snickers when you approached. But with customers waiting in line, the stores have a captive audience: When that chewy nougat and chocolate is sitting inches from your gob, or Kate Middleton is not smiling on that magazine cover (for once) and your inquiring mind wants to know why – you’re dead meat.
To beat the impulse, try to recognize how little credit the retailers and manufacturers are giving you. They want you to pay $1.49 for a chocolate bar that you can get for half that price in a pack of four in an aisle just metres away. They want you to dish out $2.19 for bottle of cola just because it’s cold. For half that price you can get three times as much in the form of a two-litre bottle. Also, keep in mind you now pay $2 for a pack of gum at the register so the company can spend countless dollars on advertising to make you feel insecure about your breath just seconds before you’re greeted by the smiling cashier.
Are you really going to fall for this? Are you that much of a chump?
Buy in bulk, on sale – even if it means walking back five metres – and keep your favourite goodies close at hand. As for why Kate’s not smiling? Check TMZ on your smartphone.