Life Kit

Don't fall for these marketing tactics this holiday season

November 25, 2025

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  • When feeling a sense of urgency while shopping, pause and question if the urgency is real, as retailers use this tactic to prevent thoughtful purchasing. 
  • Focus on the actual price of an item rather than comparison prices (price anchoring) or inflated discounts, and use external tools or simple searches to verify fair pricing. 
  • If marketing triggers idealized fantasies or heavy emotions (like guilt or longing), recognize this as a sales tactic and consider non-monetary alternatives for connection or accomplishment. 

Segments

Identifying Marketing Language Traps
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(00:00:24)
  • Key Takeaway: Marketing phrases like “Last chance” and “Exclusive 20% off starts now” are often deceptive tactics designed to create false urgency.
  • Summary: Marketers frequently use phrases such as “Last chance” and “Buy now” to rush consumers into purchases. Phrases like “PSA, our 72-hour clear out is on” are employed to create a false sense of immediate necessity. Listeners should recognize these common phrases as attempts to bypass careful consideration of a purchase.
Urgency and Fear of Missing Out
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(00:04:41)
  • Key Takeaway: To counter FOMO, shoppers should pause, ask if urgency is real, and consider waiting 24 hours or sleeping on any purchase over $50 or $100.
  • Summary: Retailers rely on the fear of missing out (FOMO) to push immediate buying decisions. A practical countermeasure is to wait 24 hours before deciding on purchases over a set threshold, like $50 or $100. This delay helps distinguish genuine desire from the pressure of a perceived limited-time deal.
Deconstructing Price Anchoring
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(00:06:41)
  • Key Takeaway: Price anchoring uses an inflated or historical ‘original’ price to make the current sale price seem like a better value than it truly is.
  • Summary: Price anchoring involves setting a high comparison price (the anchor) to inflate the perceived value of the sale price, such as showing sneakers originally $200 marked down to $20. Retailers may also raise the base price just before a busy season, then apply a large percentage discount that results in the item costing the same as before. Consumers should focus only on the actual selling price and conduct independent comparisons.
Strategic Price Comparison Tactics
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(00:07:57)
  • Key Takeaway: Effective price comparison involves checking secondhand markets, asking sales associates for price matches, and understanding retailer policies on price adjustments.
  • Summary: Consumers can compare prices across stores using quick internet searches, including checking secondhand sites for items like clothing. When shopping in person, asking a sales associate to match a competitor’s price is a viable strategy. Furthermore, understanding a retailer’s policy on price adjustments—refunding the difference if the item drops in price shortly after purchase—is crucial.
Avoiding Aspirational Marketing Pitfalls
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(00:10:43)
  • Key Takeaway: If purchasing decisions are driven by fantasies of an idealized self or strong emotions like guilt or nostalgia, the purchase is likely driven by marketing, not need.
  • Summary: Marketers sell fantasies, such as the picture-perfect holiday or an idealized, put-together version of the consumer. If a shopper feels longing, guilt, or nostalgia while preparing to pay, they should pause and remember they do not have to buy that specific item. Creative, non-monetary alternatives, like baking or planning an activity, can fulfill the underlying emotional need.
Strategic Timing and Product Variations
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(00:12:18)
  • Key Takeaway: To secure genuine savings, shop for seasonal items at the end of their season and wait for electronics to be replaced by newer models.
  • Summary: Sales often align with retail inventory cycles, meaning end-of-season purchases for items like coats yield better discounts than during peak season. For electronics, waiting for the next version to launch allows for significant discounts on the previous model. Consumers should also investigate derivative models created specifically for holiday sales, ensuring they understand any feature limitations compared to standard models.
Navigating Gendered Pricing and Sizing
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(00:14:18)
  • Key Takeaway: Consumers can save money by checking for the ‘pink tax’ on similar items and by purchasing shoes in children’s sizes if their feet are small enough.
  • Summary: Items in women’s or girls’ sections are often marked up compared to identical items in men’s or boys’ sections, a practice known as the pink tax. For shoe shoppers with smaller feet, buying the child sizes of a shoe can result in savings of $40 to $80 compared to the adult version.