Beauty Fast Fashion & Temporary Savings: Anchoring Effect Meets Scarcity

Several of my friends purchased three bottles of the same serum at the same time during this year's Sephora sale. "Normally it's $120, now it's under $100—if I don't buy it, I'm losing money," was their identical justification. traditional anchoring effect. Even though, in reality, that serum occasionally sells for even less during unannounced promotions, the full price serves as the "anchor," and once the discount is applied, it instantly feels like a deal.

But this is where it becomes more devious: add the force of scarcity. Typically, sales are over in two or three days. "Only a few left" is used to tag popular shades. When "members-only" benefits are added, loss aversion takes over. Shopping is no longer about "do I need this?" but rather about "if I don't grab it now, I'll regret it later—especially if everyone else gets it and I don't."

Fast fashion brands use a more covert strategy to up the ante. For instance, Zara. Discounts frequently end abruptly. Just as you pass by, a large 30% OFF sign appears in the window. The feeling of a sudden windfall is more powerful than an announcement of a planned sale because it resembles discovering a unique opportunity. Additionally, your wallet follows your brain's cry for "rare."