The weekly grocery store flyer is supposed to be a guide to the best deals of the week. However, in many cases, it is a masterclass in deceptive marketing. Retailers have developed a number of clever tricks to make it seem like every single item in their ad is on a deep discount. In reality, the flyer is often filled with products that are being sold at their regular price. These six common tricks are designed to create the illusion of a sale where one does not actually exist.
1. Using “Everyday Low Price” in a Sale Box
A common tactic is to place a regularly priced item inside a bright, colorful box in the ad that makes it look like it is on sale. The flyer will use an eye-catching font to advertise the store’s “Everyday Low Price.” This is not a sale. It is just a flashy advertisement for the product’s everyday price. The design is intended to make you think it is a special, limited-time offer.
2. Advertising a Very Small, Insignificant Discount
Another trick is to make a big deal out of a very small discount. The ad might have a huge “SALE!” burst next to a product whose price has been reduced by only a few pennies. The visual impact of the sale sign is much larger than the actual, insignificant savings. This is a classic bait-and-switch that preys on lazy shoppers.
3. Featuring Products with No “Was” Price for Comparison
A real sale ad will almost always show you the “was” or the “regular” price of an item. This allows you to see how much you are actually saving. A deceptive flyer, on the other hand, will often just feature a product and its price, with no context. Without a “was” price to compare it to, you have no way of knowing if the advertised price is a real discount or just the item’s normal price.
4. Using “BOGO 50% Off” to Look Like a Bigger Deal
The flyer will often use a large “BOGO” headline to grab your attention. However, you have to read the fine print. A “Buy One, Get One 50% Off” deal is not a 50% discount; it is only a 25% discount. The store uses the familiar “BOGO” acronym to trick your brain into thinking you are getting a much better deal than you actually are.
5. Featuring Products with Strict “Limit 2” Rules
A strict limit on a sale item, like “Limit 2 Per Customer,” is a powerful psychological tool. It creates a sense of scarcity and urgency. It makes you feel like the deal is so good that the store has to limit it. In some cases, however, this is just a marketing gimmick. The deal itself might not be that great, but the “limit” makes you perceive it as a must-buy item.
6. Filling the Flyer with Private-Label Brands
Retailers will often fill their weekly flyer with their own, private-label, or store-brand products. While these items are often a good value, they are not necessarily “on sale.” The flyer is a free advertisement to promote the store’s own, high-margin brands. It is a way to get you to switch from a national brand to their more profitable in-house alternative.
The Art of the Ad
The weekly sales flyer is not a simple price list; it is a carefully designed piece of marketing. Every single part of its layout, from the colors and the fonts to the placement of the products, is designed to influence your behavior. The goal is to make you feel a sense of excitement and urgency. The store wants to get you in the door. By learning to see past these common tricks, you can become a more critical and more effective bargain hunter.
How closely do you read the weekly grocery store flyer? What is the most deceptive “sale” you have ever seen in an ad? Let us know!
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