“Only 3 left!”: three tricks that make us spend

After college, Paige Pritchard said she spent her $60,000 first-year salary on clothing and beauty products recommended by YouTubers. Her story, reported by the Associated Press, is a strong example of how small choices can add up.

Shopping pages and social posts can also make those choices feel urgent. Here are three messages to notice.

1. Social proof: “Everyone loves it”

When a product page says “bestseller” or “12 people are looking at this,” it points to other shoppers. But the people on your feed are not a fair sample of everyone. Ask what the product would do for you.

2. Scarcity: “Only 3 left”

Limited stock and countdowns can make waiting feel like losing. Some limits are real; others may be misleading. The US Federal Trade Commission has warned about countdown timers that reset instead of ending the offer.

3. Anchoring: a crossed-out price

If a page says “Was $80, now $39,” the first number can make $39 feel cheap. The useful question is whether you would want the item at $39 if you had never seen the higher number.

Mini-game: spot the message

Which of the three ideas is each line using? Some use more than one.

1. “12 people are looking at this right now.”
2. “Was $120. Today only: $59.”
3. “The viral serum that sold out three times.”
4. “Drop ends at midnight.”

Why it matters on a student budget

One $25 impulse purchase may feel small. Ten of them add up to $250. Noticing the message gives you time to decide whether you actually want the product.

Sources: Associated Press reporting on Paige Pritchard, February 2023; US Federal Trade Commission on misleading countdowns.