The Effect of Anticipation on Sales

Snowstorms can bring out a variety of emotions and actions within people. Some people are immediately filled with joy and cancel all their plans, while others are devastated at the cold weather. Despite the differing opinions, an action both parties tend to take is immediately running out to the store to purchase an abundance of food and supplies to last through the storm. However, this action is not limited to only when snowstorms are approaching, but any situation that brings about a deadline. The anticipation of a future date in which the buyer may not be able to purchase the item they desire to buy draws them to make the purchase in the present.

This effect was most notably seen recently during the COVID-19 pandemic in 2020. When word started to spread that lockdown would be beginning soon, customers started buying up the necessities that they were afraid they wouldn’t be able to purchase for weeks. This tapped into the buyers’ emotions, specifically that of fear, and convinced them that if they did not purchase now, they never would be able to.

If properly utilized, this notion can be used to increase a business’s sales for a certain period of time. By instating a deadline where the potential buyer could buy their desired item at a discount, they will be more likely to make the purchase in the present, as their fear of missing out on their opportunity will drive them to take action. This deadline keeps them from pushing off the purchase until an unknown future date, which typically leads to them never buying. As humans, we are driven by the concept of bettering ourselves through exchanges with others. If this notion is combined with the use of a deadline, businesses would be able to see great results to their short term selling goals.