1.99 euros looks much better than 2.00 euros – although there is almost no difference. “The brain consumes prices from left to right, digit by digit,” says price expert Dr. Sebastian Voigt from hy Consulting to “Bild”. Certain prices, such as 1.11 euros, are “processed more quickly by the brain” and are therefore also considered more attractive. Discounts make targeted use of this effect out of. Supermarkets use them to attract customers and open the door for further purchases.

This can potentially be expensive. But what should consumers pay attention to in the store and how can they protect themselves from retailers’ tactics?

Recognize false discounts in the supermarket

A lawyer from the North Rhine-Westphalia Consumer Center tells FOCUS online: “It’s important to look closely at the price labeling: a discount of 30 percent can sound very good at first glance. However, a closer look shows that the cheapest price of the last 30 days is significantly lower.”

The retailer deliberately sets the price higher the previous week and then advertises what appears to be a strong discount. Consumers should therefore write down prices every time they make a purchase – this way they will have a comparison value later.

Shelf tricks: Find cheap products instead of buying at a discount

It is also important to keep a close eye on where the individual products are. In addition to branded products, many products, be it muesli or cheese, also come in cheaper versions of their own brands. The lawyer explains: Cheap own brands are often in places that are difficult to reach. Branded products, on the other hand, are clearly visible so that customers notice them immediately.

The tip here is: Just look at the bottom shelf. For example, you may find a muesli there that costs only half as much as the branded version with similar content.

Supermarket apps: shopping budget can save money

The last An important point is so-called supermarket apps. Similar to the railway’s bonus program or so-called “frequent flyer miles”, they ensure that customers who shop a lot at a single supermarket receive various discounts or special offers.

Dangerous: “Especially in digital offers and apps, playful elements are increasingly being incorporated in order to regularly lure users into the app and confront them with commercial offers,” warns the expert. “Here you should always take a breath and ask yourself what you really need.” A purchasing budget can help keep purchasing costs from getting out of hand.

Before shopping, consumers can set a fixed amount that they will not exceed. No matter what discounts catch their eye. This protects you from spontaneous extra purchases that make the purchase more expensive.

Compare prices and avoid impulse purchases

The goal: not to be tempted into impulse purchases. Anyone who buys unnecessary or different products than usual ends up paying more. And: “If you only use one provider’s app, you lose sight of the competition’s prices.” To prevent this, a direct comparison is sufficient. Many supermarkets send out their brochures the previous week, and if you check several suppliers, you can also save money.

Finally, consumers should always be aware that providers have nothing to give away. You want to retain customers at all costs and sell as much as possible. The following applies to consumers: Even small savings amounts add up over a long period of time. Anyone who saves 20 cents on ten standard products per week can quickly save more than 100 euros a year.