Hey there! Have you ever walked into Target with a clear shopping list in mind, only to find yourself leaving with bags full of stuff you didn’t even know you needed? If this sounds familiar, you’re not alone. There’s actually a name for this phenomenon—it’s called the "Target Effect." Let's dive into why this happens and why it’s so common.
Earlier this week, People magazine pointed out that Urban Dictionary defines the "Target Effect" as the result of going into a store intending to buy a few things and leaving with much more. This experience, though often associated with Target, can happen at any department store. You know, those times when you're just grabbing a toothbrush and somehow end up with a new throw blanket and a set of coasters. Sound familiar?
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Target's Marketing Genius
Tom Meyvis, a marketing professor at New York University, explained to Refinery29 that stores like Target and Walmart meticulously plan out their layouts to encourage people to buy more than they originally intended. It's all about cross-selling—placing items together that complement each other, even if they don’t naturally go together.
“Take Walmart, for example. They were once famous for putting Band-Aids next to fishing hooks. These are things you wouldn’t naturally associate, but when you see them together, it makes perfect sense,” Tom revealed. “So when people come in for something in one category, you can sell them something that complements the next product category by making sure they’re right next to each other.”
While Target clearly has a strategy to boost sales, Professor Meyvis insists it’s not about tricks. Instead, it’s about appealing to what customers genuinely want. “These unplanned purchases are often things that we do like and that we do want. We just didn’t think of them beforehand,” he explained.
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Target's Happy Atmosphere
Dr. Kevin Chapman, a psychologist based in Kentucky, added that Target stores are designed to create a pleasant shopping experience, which encourages people to spend more. “Target stores are well-lit and have a warm, inviting atmosphere. This environment is intentionally crafted to make you feel good while you shop,” he said.
“There’s a lot of color at Target, and it’s consistent throughout the store. Generally, that kind of environment makes people feel happier. And what do people do in happy-feeling environments? They spend money, of course!”
So, what’s next for Target shoppers? Over 1,000 Target locations are set to be remodeled by 2020, according to Target’s Vice President of Store Design, Joe Perdew. But if you stick to the “get in, get out” method during your future Target trips, you should be able to resist the urge to overspend. Or, at the very least, minimize the damage!
