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More often than not I end up leaving the supermarket with a full bag of groceries when I only came for milk and bread. I suspect I am far from the only one. The invisible pull that makes your arm pick up something you don’t need and add it to your basket is incredible. Are we talking some extraterrestrial powers here?

Well, the content creator and entrepreneur Max Klymenko has some answers. In his TikTok series that went viral all over the platform, Max explains what kind of marketing tactics supermarkets use to make us buy more. From lighting to product placement and the fact that essential items you came in for are impossible to find, everything there is laid out so that we fall into an unconscious cycle of spending.

Scroll down below to see Max’s points and let me tell you, your next grocery shopping will not look and feel the same!

We reached out to Max Klymenko, the creator behind this viral TikTok series who runs a creative agency called Klym&Co. The agency works on educational campaigns around the globe, and I make videos online about business, brands and psychology. 

Max moved to the UK from Ukraine 10 years ago. “Right now, most of my work is focused on stopping the war in Ukraine. I’m Ukrainian and that’s the most important issue for me,” Max told us and added that “Both my personal content and agency work is directed at stopping Russian aggression and supporting Ukrainian victims in different ways.” Please follow Max’s TikTok and Instagram on new updates on Russia’s war with Ukraine, and the ways to help Ukrainian people defend their freedom.

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    #2

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    SpookyPanda
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    2 years ago (edited) DotsCreated by potrace 1.15, written by Peter Selinger 2001-2017

    I use it because I don't want to interact with anyone and do any small talk. Also, most lines with a cashier are long and/or customers have full carts, and not many people in line for the self-checkout, so the self-checkout process is often quicker since you're not waiting on others to finish.

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    Caffeinated Hedgehog
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    2 years ago DotsCreated by potrace 1.15, written by Peter Selinger 2001-2017

    Also products aimed at kids like candies or any goods with colorful toy freebies are placed at kid's eye level

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    #4

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    Robert T
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    2 years ago DotsCreated by potrace 1.15, written by Peter Selinger 2001-2017

    This is NOT true. My local supermarkets typically have massive signs for Flour, Sugar etc to help you find them. What is true is that these items are well inside the supermarket making you walk past other items that you might be tempted by.

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    When asked how Max got into creating TikTok videos, he recounted: “I saw my teenage sister using the app and wanted to get on it too. She told me I was too old and boring for it at first, but now she likes my videos for the most part!”

    If you wonder whether supermarkets who run such marketing tricks on shoppers are acting ethically, Math said “Look, I run a business too. I don’t think it’s particularly unethical.” He explained: “Perhaps it is manipulative but not with malicious intent. Plus there’s me and other creators to tell the world about their tactics so that the consumers are more aware of what marketing & sales strategies they are exposed to.”

    #5

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    hobbitly
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    2 years ago DotsCreated by potrace 1.15, written by Peter Selinger 2001-2017

    Actually, fruit and veg are in the beginning so you feel like your already got some healthy stuff in your basket and not feel bad to put some less healthy stuff in it too.

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    Trees
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    2 years ago DotsCreated by potrace 1.15, written by Peter Selinger 2001-2017

    I thought it was at the back to draw customers deeper into the shop?

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    For anyone who wants to be aware of the marketing traps while shopping, Max urges people to watch his videos. “I think being aware of them makes a big difference. But at the same time, it’s important to realize that so much of our world is defined by advertising. Think about the most famous city on the planet, NYC. You immediately think of Times Square. Which is simply a street with a bunch of ads…”

    #8

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    Pat Head
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    2 years ago DotsCreated by potrace 1.15, written by Peter Selinger 2001-2017

    After the self checkout machine thanks me for shopping there I always say, " Thank you robot checkout lady".

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    #9

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    Vicky Zar
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    2 years ago DotsCreated by potrace 1.15, written by Peter Selinger 2001-2017

    Lidl has these smaller carts. They are maybe half as big. I love them. Mostly because I am a small person and I feel dwarfed by the bigger ones.

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    Eric Forman
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    2 years ago DotsCreated by potrace 1.15, written by Peter Selinger 2001-2017

    Not at all. Grocery stores are food storage places. It's for energy efficiency and product protection. Windows let out heat, greatly affecting temperature control, which 100% of supermarkets need to track. Products not sold fast enough fade or rot in sunlight. Windows also limit space and layouts. Windows would help customers but they're bad for the actual business. There's studies that explain it.

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    #11

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    Marc Lauzon
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    2 years ago (edited) DotsCreated by potrace 1.15, written by Peter Selinger 2001-2017

    One research says it does, another says it does not. It's probably just a side effect. Actually, everything fresh (fruits, meat, fish, bakery) are together. Often they are also the most staffed, and visible. It's just more pleasing than aisles full of inert goods and skittish clerks. Moreso, fruits and veggies are the ones that require the least backstore equipment (oven, grinder, fridge) which is why the other fresh are more often against the back wall..

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    #12

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    Scott Kelly
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    2 years ago DotsCreated by potrace 1.15, written by Peter Selinger 2001-2017

    the local Stop & Shop (big grocery chain in the New York/tri-state area) has the deli counter on one side of the store (along with the bakery department), but the packaged bread aisle (where most people here get their sandwich bread) is literally the complete opposite side of the store. The condiment aisle is somewhere in the middle (not near either the deli, or the bread). So this one I can confirm from experience.

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    #13

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    Yort
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    2 years ago DotsCreated by potrace 1.15, written by Peter Selinger 2001-2017

    $500 in their whole lifetime? Wouldn’t that logically average to like one cent per purchase? You SHOULD check your receipt to make sure you weren’t double charged, though.

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    #15

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    Robert T
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    2 years ago DotsCreated by potrace 1.15, written by Peter Selinger 2001-2017

    These are on the decline. There used to be loads of sweets on the checkouts which kids would try to sneak into the shopping and these were stopped due to complaints. There now appears to be even less of the stuff that they put there to replace the sweets.

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    Stephanie A Mutti
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    2 years ago DotsCreated by potrace 1.15, written by Peter Selinger 2001-2017

    There is nothing wrong with trying to increase sales. As long as nothing is done deceptively [like bait and switch pricing] the burden should be on the shopper to make intelligent decisions. Make a list. Stick to it. Do the simple math.

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    #19

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    Eric Forman
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    2 years ago DotsCreated by potrace 1.15, written by Peter Selinger 2001-2017

    All checkouts are near the exit. The self checkout is closest because it's supposed to be limited to less items than a full cart, hence quicker exit. It's not a trick. A cart full of groceries checked out in a lane takes longer than one or two items in the self checkout...

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    Vicky Zar
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    2 years ago DotsCreated by potrace 1.15, written by Peter Selinger 2001-2017

    We have a lot of prises like 1,99€ in Germany, because 1,99€ seams much cheaper, than 2€

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    #21

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    Steve
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    2 years ago DotsCreated by potrace 1.15, written by Peter Selinger 2001-2017

    I can say my purchasing habits aren't that affected from touching stuff.

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    #22

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    Robert T
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    2 years ago DotsCreated by potrace 1.15, written by Peter Selinger 2001-2017

    Able to and willing to are two very different things! Managers can normally override the price on items, but will only do so it is justifiable. There are no managers hanging round waiting to give you 10% off your shopping if you smile at them!

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    Note: this post originally had 25 images. It’s been shortened to the top 22 images based on user votes.