How Target Gets You To Spend More Money Than You Planned To

Raise your hand if you've ever walked into your local Target searching for toothpaste or shampoo and walked out over an hour later with a cart full of holiday decor, embroidered shower curtains, and a decorative cake stand. And you don't even bake. If something like this has ever happened to you, know you're not alone. It's a very real phenomenon referred to as the "Target Effect," and everyone from People to Urban Dictionary has written about it. 

There are plenty of scientific reasons why shoppers overspend on Target trips. The beloved retailer has hit the bullseye when it comes to understanding their customers and creating a welcoming shopping environment. Between the attractive displays and endless bargains, it's easy to lose track of time ... and your spending. If repeated trips to Target have left your wallet feeling depleted, you might want to check out these sneaky ways the store gets you to spend more money than you planned.

One of the best parts about the Target shopping experience is the store layout. From the moment you step inside the store, clear signage leads you to what you're looking for. And once you're in the right aisle, there are usually sales advisors available to provide you with knowledgeable advice or product guidance, according to Insider. Additionally, each store is designed with a flowing, open layout to encourage you to walk around the entire retail space. The openness makes merchandise more visible, which reduces tension and creates a pleasant atmosphere.

But make no mistake, the appealing store layout has been specifically designed to tempt shoppers to spend more money. Customers are more likely to stay in these feel-good types of environments longer, which leads to more purchases and dollars spent. Keep in mind that the inside of your local Target has been carefully designed to influence customers' shopping behaviors and produce additional sales.

Like many other retailers, Target has adopted 'psychological pricing' or 'charm pricing.' According to Wiser, this involves putting an odd number at the end of a price. An example of this is marking an item $9.99 instead of rounding up to $10. This strategy makes it feel like products are on sale even if they're not, per Refinery 29. Customers often read the slightly lower price and view it as nine dollars instead of 10, even though technically, a one-cent price reduction does not make a difference. Charm pricing is so effective because shoppers often read the first number on a tag and disregard the last digits. It's so simple, but even the best of us fall prey to it.

In addition, Target markets itself as a store where one can find good deals, so people are more likely to expect bargains while shopping. This means you're more likely to throw a wellness candle or similar treat into your cart without checking the price first. This strategy would not work as easily at a designer department store like Nordstrom, for example. 

You can always count on Target to dial up the holiday cheer. The retailer makes the holiday shopping experience magical every year by adding plenty of tinsel decorations, bedazzled Christmas trees, and tons of colorful stocking stuffers around the store. But December is not the only time of year for seasonal displays. Every store has a specific section devoted to seasonal items, which rotates depending on the holiday. From Easter to Valentine's Day, this festive part of the store is filled with creative and unique finds all year round. According to Insider, some customers make a Target run for the sole purpose of browsing the seasonal displays. 

One of the main draws of the winter holiday section is the annual designer collections. Acclaimed designers like Justina Blakeney, Studio McGee, and Joanna Gaines have created unique collections for Target filled with cozy blankets, candles, snow globes, and everything else on your holiday wish list (via CNN). It's no wonder customers flock to this part of the store.

A good shopping cart is key to a positive shopping experience. Carts with broken wheels, faulty steering, or squeaky sounds can all negatively impact your time in the aisles and cut shopping trips short. Target is well aware of the importance of the shopping cart, which is why their carts are expertly designed to ensure they run perfectly smoothly.

As reported by NBC News, Target enlisted the help of a Boston company called Design Continuum to revamp their shopping carts. Features include an ergonomic handrail for easy steering, a lightweight recycled plastic, and the brand's signature tomato red color. Add in the fact that most Target stores have extra-large carts over 1/3 the size of typical grocery carts, and it's not surprising shoppers often feel compelled to whip out their wallets. Having just a couple of small items in an elephant-sized cart could make you feel like you're not buying enough. The increased size and high-quality design send a subtle signal to shoppers that the store itself is high-quality, which often leads to more purchases. 

Starbucks is a familiar face within Target stores, making it easy for customers to fuel up with a Frappuccino or sip a latte while shopping for home decor. Starbucks and Target have been working together since 1999, and in 2016 there were a whopping 1,300 cafes in Target stores around the country, as per A Bullseye View. Most store locations also offer a food court or cafe so customers can grab a bite to eat before or after shopping, creating an enticing social atmosphere for shoppers. 

Having cafes and food outlets inside a store actually increases store foot traffic, according to Insider. This is because customers are more likely to meet for lunch inside the store if there are restaurants, and they will often shop for a while before leaving. Guests are also more likely to linger and spend more time exploring store aisles if they can have a coffee or two. Who knew coffee and retail therapy made such a great match?

Target's price points might be similar to chains like Walmart and Old Navy, but the retailer somehow manages to distinguish itself with a more high-end feel. Part of this comes down to its reputation for pioneering partnerships with high-end designers to produce trendy and accessible fashion. Another factor is the way the merchandise is displayed within stores, as per Philadelphia Magazine. 

While places like Forever 21 and Old Navy often have messy, sky-high piles of clothes on their shelves, Target copies strategies from department stores like Bloomingdale's. Their products are neat, organized, and visually appealing, and you'll often see a select number of shirts displayed in the clothing section. Since shoppers see a limited number of a specific item, they are more inclined to think it is special and make an impulse buy. Similarly, Target's technology departments take cues from Apple stores, elevating the shopping experience with a minimalist design aesthetic.