No, It's Not in Your Head: Airports Are Making You Spend More
While you may have heard your parents wistfully remembering the good old days of airport travel when people dressed up and smoking was still allowed, today's reality is very different. Now, the words “airport,” “airline,” and “flying” conjure up images of testy Transportation Security Administration (TSA) workers, pat-downs, long lines, and ever-shrinking personal space.
Given that flying can often be stressful, it makes sense that people would reach for nearby distractions. Feeling anxious? Nothing that some shopping, a few stiff drinks, and a big meal can’t cure. According to the Global Airport Retailing 2017-2022 Report, international airport sales hit $40 billion two years ago and are expected to reach $58.4 billion by 2022. With airport spending steadily rising, it seems that pre-flight shopping is here to stay. But what is it about the airport specifically that makes you want to spend more?
The Hassle of Travel + Flying Anxiety = The Perfect Storm
Between the stress of entering a crowded airport, hunting down your airline ticket desk, waiting in long lines of disgruntled travelers, and getting scrutinized by TSA agents, it’s easy to see why flying can feel so unnerving. Combine those feelings with the general anxiety around boarding an aircraft suspended 31,000-38,000 feet in the air, and you have the perfect storm of stress and fear.
To combat these unpleasant feelings, many passengers seek out “retail therapy.” Airports are designed to resemble malls to help reduce stress by encouraging shopping, eating, and drinking, according to Margaret J. King, director of The Center for Cultural Studies & Analysis. Bright, blinking signs pointing you in the direction of duty-free goods, junk food bliss, and overpriced cocktails become even more tempting in the face of travel-induced anxiety.
TSA Limitations Encourage More Spending
How many times have you gone through security only to have your bag opened up and your personal items confiscated? With strict and sometimes confusing TSA rules, odds are you’ll end up forfeiting something like your beloved perfume or shampoo. Enter the overpriced airport drugstore, where travelers often fork over their hard-earned cash for toiletry items with inflated price tags. According to consumer advocate Elisabeth Leamy, “Airport retailers know they’ve got a captive audience of travelers with a little time on their hands—but not enough time to do much homework and compare prices.”
Last-Minute Souvenir Shopping
Picture this: It’s the last day of your week-long trip to Paris, and you’re at the airport awaiting your flight home. Suddenly, you remember that you forgot to grab a souvenir for your mom and dad. Airport retailers are ready and waiting for just such a predicament. Souvenir shops are well-placed to catch you at your most vulnerable, said Brett Downes, team lead at HQ SEO and Ghost Marketing. People will buy last-minute gifts not just because they forgot, but also to use up their remaining currency, which subconsciously feels like "free money."
Curving Walkways
Did you know that approximately 70% to 95% of the human population is right-handed? Airports know this fun fact well. The layout of shops is engineered to catch your attention and encourage more spending. Airport walkways usually curve from right to left because most right-handed folks tend to look toward the right while walking on the left, increasing shop visibility.
Plenty of Temptation and a Vacation Mentality
Have you ever found yourself reaching for an extra piece of cake or splurging on an extravagant purse while traveling far from home? There’s something that happens to our brains when we abandon our normal routines and go somewhere exotic, making us more likely to open our wallets. This mentality often bleeds into the airport experience as well. King explains that “the budget you are on is the vacation one until you reach your final stop, your front door. Vacation spending is indulgent and expansive, allowing higher luxury and calorie limits.” That explains why you’re willing to pay $30 for a hamburger, fries, and beer.
What You Can Do About It
If you know you’re easily tempted by brightly colored airport shops and welcoming fast-food signage, make a game plan. Before you set off on your travels, set a budget that includes airport spending and see how much wiggle room you have. You can also pack your own food and snacks to avoid a marked-up junk food buying frenzy. Additionally, plan a visit to the travel section of your local drugstore to pick up TSA-friendly items that won’t get confiscated at security.
With careful planning and a few clever tweaks, you can enjoy a memorable vacation without the regret of overspending. Bon voyage!
Want more more about finances? Check out our finance blogs.
Description: A bustling airport terminal with travelers browsing shops and restaurants, highlighting the various spending temptations before a flight.
