Can a scent drive consumer spending?
Studies have shown that a simple orange scent can encourage shoppers to spend more money.
The holiday shopping season
As the holiday season approaches, retail stores are adorned with festive decorations, and the countdown to Christmas is underway. This time of year provides marketing researchers with an ideal opportunity to explore which scents can influence consumer spending. They have found that uncomplicated scents work wonders for retailers.
Research indicates that the smell of freshly baked cookies can entice potential homebuyers. Inspired by this, scholars at the Washington State University College of Business set out to create a scent that would encourage shoppers to make purchases.
Simplicity is key
The researchers developed two distinct scents: a straightforward orange fragrance and a blend of orange, basil, and green tea. Over the course of 18 shopping days, they monitored the behavior of over 400 customers in a home decor store, exposing them to either one of these scents or no scent at all.
The impact of scent on spending
Customers exposed to the simple orange scent spent, on average, 20 percent more than those who did not experience any scent. These shoppers embarked on spending sprees when the orange fragrance was wafted through the store.
Researchers remind retailers that a pleasant aroma doesn’t automatically guarantee that consumers will spend money. They speculate that our brains are more adept at processing simple scents, which allows our minds to concentrate on shopping.
Alternatives to traditional holiday shopping
If the idea of navigating crowded malls during the holiday season does not resonate with you, consider trying a different approach this year. There are various alternatives to the usual Christmas consumerism, such as opting for eco-friendly gifts, creating homemade treats, or making donations to charitable organizations in honor of a loved one. Additionally, local health stores may offer a selection of healthy, organic gift options. Sometimes, less truly is more.
And when the holiday chaos becomes overwhelming, remember to take deep breaths, enjoy a leisurely walk, and appreciate the natural joys of the season.
