We take you through the popular furniture and home goods store to show you how the layout affects your buying habits+ READ ARTICLE
It’s easy to overshop. But at Ikea, it’s almost impossible not to spend more than you originally budgeted.
That’s because the Swedish furniture retailer designs its stores to trigger impulse purchases while making it difficult for shoppers to make a mad dash for the exits. It’s a way to take advantage of Americans’ changing shopping habits, which TIME’s Josh Sanburn detailed in this week’s magazine.
Our current phase of overconsumption began about 30 years ago, when Americans began committing close to half of their annual expenditures to nonnecessities. It was the beginning of a gradual decline in the cost of consumer goods, the growth of everyday credit-card use and the rise of big-box stores and discount retailers that pushed their way into communities nationwide, forcing down prices and profits for those competing around them.
In the past decade, the cost of cell phones, toys, computers and televisions has plunged, thanks in part to overseas manufacturing. The rise of “fast fashion”–popularized by the growth of clothing outlets like Gap, Forever 21 and American Eagle selling $10 T-shirts and $30 jeans–is now driven by low-cost imports H&M and Uniqlo. Today the average U.S. household has about 248 garments and 29 pairs of shoes. It purchases, on average, 64 pieces of clothing and seven pairs of shoes annually, at a total cost of $1,141 a year, or $16 per item.
“When the question is why do we have so much stuff, one reason is because we can,” says Annie Leonard, executive director of the environmental group Greenpeace USA and the creator of The Story of Stuff, an animated video about excessive consumerism. “For a huge percentage of this country, there is no longer an economic obstacle to having the illusion of luxury. It’s just that this stuff is so cheap.”
Watch the video above to go inside one Ikea store in Brooklyn and see how its strategy works, and read more here.
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