Ever go into Target just to grab toilet paper but end up buying gold hoop earrings, a discounted throw blanket, and a cute coffee mug? You're not alone. This phenomenon is known as the "Target effect," a term coined by business strategist Nina Lato. It describes how the original shopping list you walked in with often turns into a loose suggestion once you’re inside the store.
According to Lato, Target excels at turning wants into perceived needs. That artificial olive branch arrangement or new swimsuit may not have been on your list, but something about the moment made it feel essential, whether because of a sale, limited availability, or an irresistible display. And while it's called the "Target effect," this strategy isn't unique to Target. Stores like Trader Joe's, Costco, and Aldi also use similar tactics to keep customers browsing longer and spending more than planned.
What Is the Target Effect, and Why Does It Work?
The Target effect occurs when you enter a store intending to buy just one or two things but leave with a cart full of extras. Named after the retail giant, this effect thrives in stores that offer a wide variety of products—from groceries to home decor to fashion—all under one roof.
Lato explains that the success of the Target effect lies in smart retail design: inviting store layouts, strategic product placement, and a diverse mix of merchandise that encourages casual browsing. For example, everyday essentials are often placed toward the back of the store so you have to walk past tempting displays of clothing, decor, and seasonal items before reaching your intended destination.
Clearance sections are another key trigger. Shoppers might justify buying non-essentials simply because they're on sale, convincing themselves they're saving money or getting a deal too good to pass up. Similarly, the “Bullseye’s Playground” section near the front of the store—filled with affordable, seasonal trinkets—invites impulse purchases by making shoppers feel like they're discovering hidden treasures.
Plus, the overall shopping experience is designed to be enjoyable. With Starbucks kiosks, bright lighting, and curated displays, Target makes it easy—and even fun—to spend more time (and money) than originally intended.
How to Resist the Target Effect
If you're trying to curb impulsive spending, there are ways to fight back against the Target effect:
1. **Shop Online**: Avoid entering the store by ordering what you need through Target’s website or app. Opt for curbside pickup to avoid the temptation altogether.
2. **Set a Cash Limit**: Bring only the amount of cash you’re willing to spend and leave your credit cards at home. This forces you to make more mindful decisions.
3. **Stay Focused**: Mentally prepare yourself to ignore side temptations. If you can’t avoid the beauty aisle, don’t beat yourself up—it’s all part of the game plan.
Sometimes, giving in to the fun of wandering the aisles is part of the appeal. But if your wallet is suffering, knowing how the Target effect works can help you shop smarter next time.