Buzz
"I’ll just pop into the store for a couple of items," you mentioned on the phone nearly an hour ago. Yet, here you are, standing in line with a cart full of unplanned purchases, munching on salt-and-vinegar chips to curb your hunger.
According to Paco Underhill, a consumer behavior specialist and author of Why We Buy: The Science of Shopping, "Two-thirds of supermarket purchases are unplanned." Grocery stores not only capitalize on this tendency but actively promote it. Every detail of the store’s design—from the fresh produce at the entrance to the dairy section at the rear and the candy by the checkout—is crafted to encourage spontaneous buying.
To shed light on how store layouts impact your spending habits, we consulted a group of merchandising professionals to analyze a standard supermarket layout. They pinpointed the strategic traps to help you leave with only the items you intended to buy—and no extra snacks.
Flowers
Location: Right at the entrance
Why they're here: "Flowers help elevate a store’s appeal," says Wendy Liebmann, founder and president of WSL Strategic Retail. "They create a welcoming atmosphere with their beauty and fragrance, reinforcing the idea of freshness."
Shopping tip: Opt for supermarket flowers for their convenience, not their quality. While they may be affordable, they often lack the freshness found at local flower shops.
Produce
Location: Directly after the flower section
Why it's here: To craft an enticing sensory experience. "Shoppers need to believe the produce is fresh, or they won’t make a purchase," Liebmann explains.
Shopping tip: Look for the freshest items by reaching toward the back. "Retailers often place the oldest merchandise at the front or on top to sell it faster," says Michael Tesler, founder of Retail Concepts. Buy produce midweek for the best selection, as most deliveries arrive Monday through Friday, according to Underhill.
Bakery
Location: Positioned in a corner just past the entrance
Why it's here: "The aroma from the bakery stimulates your appetite," notes Underhill. This hunger triggers you to buy more food during your shopping trip.
Shopping tip: Shop after eating or have a snack beforehand to avoid impulse buys.
Grab-and-Go Items (Milk, Bottled Water, Snacks)
Location: Positioned close to the entrance
Why they're here: "Supermarkets introduced grab-and-go sections near the entrance to compete with convenience stores," Tesler explains.
Shopping tip: If you only need a quart of milk, pick it up here to avoid the distractions on your way to the dairy section at the back.
Bank
Location: Positioned near the entrance
Why it's here: "The goal is to provide shoppers with easy access to cash, encouraging them to spend more," Tesler states.
Shopping tip: Plan your budget in advance and carry a calculator to track your spending as you shop, recommends Bill Schober, former editorial director of the Path to Purchase Institute.
Endcap Displays
Location: Positioned at the ends of the aisles
Why they're here: Manufacturers pay a premium to place their products on endcaps, which are prime spots for showcasing new or trending items.
Shopping tip: Just because an item is on display doesn’t mean it’s discounted. "Endcaps often feature seasonal or new products," Schober notes. "If there’s a sale, it will be clearly labeled. Also, observe the rotation of brands on endcaps. For example, if Coke is featured one week, Pepsi might take its place the next. If your preferred brand isn’t there, wait for its turn."
"Retail-tainment" (Cooking Demonstrations, Displays, Free Samples)
Location: Standalone displays along one of the store’s outer walls
Why they're here: Sampling stations are designed to slow your pace and introduce you to new products.
Shopping tip: If you’re shopping hungry, make a beeline for the free samples to avoid making impulsive purchases driven by hunger.
Deli and Coffee Bar
Location: Situated in one of the front corners of the store
Why they're here: "If you’re hungry, you’ll rush through your shopping. But if you can grab lunch in-store, you’ll linger and relax," Liebmann explains.
Shopping tip: In-store delis often serve high-quality food, using fresh ingredients to entice customers to make additional purchases after eating.
Pharmacy
Location: Positioned along the perimeter close to the exit
Why it's here: "When you’re waiting for a prescription," Liebmann explains, "you’re likely to spend more time in the store and add extra items to your cart."
Shopping tip: Submit your prescriptions before beginning your grocery shopping to reduce waiting time. Supermarkets often offer better prices on health and beauty products compared to drugstores, as they may lower profit margins to attract more pharmacy customers.
General Merchandise, Cooking Ingredients, and Canned Goods
Location: Found in the central aisles
Why they're here: To lure shoppers further into the store and increase exposure to non-essential products.
Shopping tip: Stick to your shopping list to avoid distractions.
Dairy Products, Eggs, Meat, and Other Staples
Location: Positioned along the store’s back wall
Why they're here: "These items are placed in the farthest corners to ensure customers pass by as many products as possible during a quick trip, increasing the likelihood of impulse purchases," Tesler explains.
Shopping tip: Similar to produce, select eggs and milk from the back of the display, as older items are often placed at the front.
Impulse Buys (Candy, Magazines, Etc.)
Location: Located near the checkout counters and exit
Why they're here: To convert waiting time into shopping opportunities. This area is the most lucrative part of the store, according to Underhill.
Shopping tip: "Express" lanes aren’t always quicker. Research by Craig Childress, COO of Envirosell, shows that the average wait time in express lanes is nearly the same as regular lanes—about three minutes and 11 seconds. Choose the shortest line, whether express or not, to avoid unnecessary impulse purchases.
Shelf Layout
The arrangement of products on shelves is deliberate. Experts reveal the reasoning behind high, low, and eye-level placements.
Top Shelf
What's there: Niche brands, local products, and gourmet items
Why: These products add "character and variety" to the shelf, Liebmann notes, helping the store differentiate itself from competitors. Smaller brands often lack the funds to secure prime shelf positions.
Shopping tip: The unique items on the top shelf are typically selected by the store’s local management, not the corporate office. If you want a specific product stocked, speak directly with the store manager.
"Bull's-Eye Zone" (Second and Third Shelves From the Top)
What's there: Top-selling and popular brand-name products
Why: "Top-selling brands are always positioned in the 'bull's-eye zone,' directly at eye level. This prime placement comes at a cost for manufacturers," explains Childress. Tesler adds, "Supermarkets have no incentive to highlight the cheapest items in the most visible spots. Instead, you’ll find higher-priced or high-margin products here." Even secondary brands pay to be placed near leading products in this zone.
Shopping tip: Check below the bull's-eye zone for comparable products at lower prices, suggests Childress.
Kids' Eye-Level Shelf
What's there: Items designed to attract children
Why: "Children are more likely to notice and grab products placed at their eye level," Tesler notes.
Shopping tip: If possible, avoid bringing children along. Studies show that shopping with kids can increase spending by 10 to 40 percent, Liebmann says. "If they must come, keep them occupied with a small treat like a balloon, lollipop, or a kid-sized cart to prevent them from adding unnecessary items to your basket."
Bottom Shelf
What's there: Store and private-label brands, as well as oversized and bulk items
Why: "Store brands are placed on lower shelves because loyal customers will seek them out," Childress explains. "Bulk items are stocked to compete with warehouse clubs like Sam's and Costco," Liebmann adds, and their size makes the bottom shelf the most practical spot.
Shopping tip: "Store brands often match the quality of name brands but cost less," says Liebmann. Underhill notes, "Many store brands are produced by the same manufacturers as name brands, making them nearly identical. When buying in bulk, avoid over-purchasing. Stockpiling can lead to unnecessary spending and waste, as people tend to use more when they have excess."
