The 5 Psychological Techniques That Push Us to Buy Things We Don't Need During Sales

She moves with the lucid and calculated instinct of an expert hunter, but instead of binoculars she has a mental list of items she has been watching for weeks, and as her only gun is a fully loaded credit card . The person hunting for sales, ready for long lines, crowded dressing rooms, labels to compare, is a very specific figure in the collective imagination. Now there is also the digital version of those who buy online, try on purchases at home and then decide whether to keep them or send them back to the sender. On the other hand, we usually talk about the opening of the sales season, just like the hunting season. But how and, above all, why do people become hunters of goods that are ephemeral anyway? Is it just advertising conditioning (which we are subjected to since birth) by fashion addicts towards a brand, that item of clothing or those shoes that the person would not otherwise have been able to afford or is there something else? Is there an iron will to save or does a more subtle instinct kick in?

Revealing the 'tricks' used by marketing agencies and traders is Luna Mascitti, a master's degree in Marketing Psychology from Sapienza University of Rome, specialized in neuromarketing and storytelling , who, after experience in multinationals in the sector, decided to open her own digital marketing business, Mio Cugino Adv, dispensing advice on social media but also holding courses on Tedx. What ignites the desire to purchase, making discounts 'irresistible', she explains, are psychological techniques, strategic colors and emotional levers . Which act, therefore, on the brain, as well as on the emotions, of potential buyers. Perhaps knowing these mechanisms can help people to be less susceptible to the discounts advertised everywhere, from seasonal sales to the various Black Fridays, or at least to increase their awareness of them. Just in time before the summer sales start which, despite differences in the Peninsula, will start on July 5, 2025 and end on September 3 . An event that has become a tradition for millions of Italians: according to Confesercenti, 1 in 2 consumers (55%) took advantage of the summer promotions, generating an estimated turnover of over 3.5 billion euros . The average per capita expenditure stood at around 92 euros , with a strong preference for clothing (93.9%) and a widespread tendency to mix physical and digital channels (68% chose both).

Sales: - 50%. The summer season opens, but be careful not to fall into marketing traps

The allure of discounts oscillates between necessity and desire. But what makes it truly irresistible? Why do we feel compelled to buy even when we had not planned to purchase anything? The answer lies in a series of mental mechanisms well known to those who work in marketing : they are psychological and perceptive stimuli that act on the brain quickly, almost automatically . During the sales season, these tools are activated with greater intensity, transforming a crossed out price or red writing into a trigger for desire.

Five , explains the expert, are the main levers that stores, both physical and digital, use to guide consumer choices and lead them, often unconsciously, towards purchasing. Especially during the sales season when the offers on some products seem unrepeatable.

When faced with a price tag “from €149 to €89”, the brain does not evaluate the real value of the object, but takes the first price as a reference. The second automatically appears as a bargain. It is the anchoring effect: the perceived saving counts more than the real need.

Countdown, “last pieces” or “offer valid only today” stimulate the release of dopamine , a reward neurotransmitter. It works because the brain fears losing an opportunity more than not making a profit, it is fully exploited during sales to push for rapid, often impulsive action.

Red , omnipresent during sales, is not chosen by chance: it draws attention, communicates urgency , stimulates action. A bit like what happens in bullfights, when the bullfighter waves the crimson cloth. Yellow suggests occasion , while blue, often used in the final stages of purchase , transmits trust , especially in e-commerce.

“14 other people are looking at this product” or “very few pieces left” are examples of FOMO, an acronym for Fear of missing out. The anxiety of missing out accelerates decision making and reduces indecision.

In the physical store, direct contact with the product is a very powerful weapon. Neuroscience shows that touching an object for more than 30 seconds increases the perception of ownership and therefore the desire to purchase it.

Everything at half price, written in red: how can you resist?

But there's more. During sales, physical stores display products in a more accessible way, encourage testing, create spaces where the customer can feel free to approach and interact. In the online world, however, the levers are just as effective but less evident. The architecture of the e-commerce site is designed to guide the user towards the purchase: highlighted sections on the home page , personalized offers, tailored communications via email or text message and simple and direct language that stimulates trust and urgency at the same time.

Counters that show how many users are looking at the same product or phrases like “ best seller ,” “chosen by thousands” activate what neuroscience calls the social proof effect. The brain trusts the opinion of others, especially in uncertain contexts, and tends to replicate behaviors considered “winning” by the majority, making less analytical but faster decisions.

The sales start on July 5th

Our brains don’t just react to urgency or fear of missing out: they work better when the experience is simple and engaging. Clean interfaces, clear messages, and intuitive purchase paths reduce mental fatigue and lead to faster, more favorable decisions. Expressions like “you save 50 euros” or “3 for the price of 2” are more effective than percentage discounts, because they make the advantage immediately understandable.

“Phrases like just for you, limited edition or last chance speak directly to our emotional side, activating desire, a sense of urgency and the need for exclusivity . Ultimately, sales do not only speak to the wallet, but to the brain and the heart: understanding their dynamics allows consumers to make more informed choices and companies to build more authentic and lasting bonds.