You've Been Warned: Shopping On An Empty Stomach Could Cost You
At some point, most of us have experienced the same struggle while walking the aisles of our local grocery store. Despite having a list and insisting it's just a "quick" trip to grab a few essential items, we're suddenly standing in front of the Oreo display and contemplating between regular and Double Stuf. That's because, prior to leaving the house, a few minutes weren't taken to eat something, even just a small snack. And now, surrounded by endless food options at the store, hunger is rearing its ugly head, making every item we pass look delectable.
In fact, studies show that shopping on an empty stomach could actually cost customers more at the checkout because, as a hungry shopper, they're more inclined to give in to their present cravings and buy items they wouldn't have under well-fed circumstances. It also doesn't help that grocery stores often strategically place staples, such as milk, eggs, and bread, in the back, leaving people no choice but to pass by nonessentials (like those pesky Oreos) to get to what they need.
Research says customers spend more when hungry
A recent national survey of 2,000 Americans by Dole Food Company found that hunger truly does impact final totals at checkout (via Produce Blue Book). On average, customers who enter a grocery store on an empty stomach spend an average of $26 more. Additionally, 59% responded that they're more inclined to give in to cravings and buy unhealthy items if they shop while hungry; this despite wanting to eat nutritiously. (Here's how much of your income you should spend on groceries.)
According to a 2015 study published in Proceedings of the National Academy of Sciences of the United States of America, there's scientific reasoning behind this phenomenon. Ultimately, when we're hungry, our feelings toward and perception of food changes. Per the study, "It [hunger] makes food seem more attractive and motivates people to spend time and money seeking, acquiring and consuming it."
However, if someone isn't able or forgets to munch on something before going grocery shopping, they're not necessarily doomed to spend over their budget. Natasha Feldman, author of "The Dinner Project Party," told Food Network consumers can remedy the situation before they shop by simply buying a small snack at the store and "eat it real quick before you begin shopping."
The strategic layout of grocery stores today
Have you ever wondered why pastries, snacks, and other not-so-healthy goodies are typically found at the front of grocery stores, while essentials like milk and eggs are all the way in the back? This is a sneaky trick grocery stores use to get you to spend more, as doing so strategically forces customers to walk past endless items that they didn't intend to buy, but that they're more inclined to put in their cart, if easily accessible. This is especially true when the customer is shopping on an empty stomach. Though they only need a gallon of 2%, spotting that 12-pack of mini cupcakes displayed at the store entrance may change their plans.
Reeves Connelly, an architecture and design professional, explained in a TikTok how this works. Said Connelly, "The amount of thought that goes into grocery store design, from a psychological and marketing standpoint, is absolutely wild." He explained how, for example, stores put vegetables at the front when you walk in so you grab those first and then "hopefully feel less guilty about grabbing junk food later on." He also said aisle ends are typically filled with snacks and/or sodas, meant to again tempt shoppers into buying them while they're grabbing what's on their actual shopping list.
Therefore, if someone finds themselves overspending at the grocery store due to an empty stomach, it's not entirely their fault, as they're up against both science and clever marketing strategies. All one can do is stick to their list as best as possible, keep an emergency snack on hand in the car or purse, and understand that, sometimes, it's okay to grab that spur-of-the-moment pack of Oreos.