The IKEA Effect: Why You Always Buy More Than Planned at IKEA

Have you ever walked into IKEA with the simple goal of buying a new lamp, only to leave with a bag full of items you never planned to purchase? You’re not alone. This phenomenon is not accidental—it’s a psychological effect known as the IKEA Effect, and it plays a crucial role in their sales strategy.

What is the IKEA Effect?

The IKEA Effect is a cognitive bias where people place a higher value on products, they have had a hand in assembling or creating. It taps into our intrinsic need for accomplishment—when we invest effort into something, we feel more attached to it. However, this psychological principle extends beyond furniture assembly; it’s also at play the moment you step into an IKEA store.

How They Use This Effect to Drive Sales

1. The Maze-Like Store Layout

IKEA stores are designed to take customers on a winding journey through carefully staged rooms. Unlike traditional stores with direct aisles, IKEA’s layout subtly encourages exploration. As you navigate through these beautifully arranged spaces, you’re subconsciously imagining these setups in your own home, creating an emotional attachment to the products. By the time you reach the checkout, your cart is fuller than expected.

2. The Power of Interaction

Have you ever found yourself testing a couch, opening cabinets, or stacking plates while browsing in IKEA? The ability to touch, feel, and experience the products firsthand increases emotional investment. When you’ve engaged with an item, you’re more likely to justify purchasing it, even if it wasn’t on your original shopping list.

3. DIY Assembly Creates Ownership

The IKEA Effect in its purest form comes into play when assembling furniture. Because you put in effort to build a product, you inherently value it more. Even if the assembly process is frustrating (it is), the final result leads to a sense of pride and accomplishment, making it harder to part with the item.

4. Affordable Prices Make Justification Easy

IKEA strategically prices its products to feel like a “small” commitment. When a stylish lamp costs only £10 or a set of kitchen utensils is under £5, customers rationalise unplanned purchases as harmless extras. These incremental buys add up, significantly boosting IKEA’s revenue.

5. The Swedish Bistro Effect

The final temptation lies in the IKEA bistro. After hours of shopping, customers are often hungry and tired—prime conditions for impulse buys. The inexpensive yet delicious hot dogs, cinnamon rolls, and Swedish meatballs (I go for them every time) reinforce a sense of satisfaction, making the entire trip feel worthwhile. This positive experience encourages customers to return, continuing the cycle.

How to Avoid Falling for the IKEA Effect

If you’re looking to stick to your shopping list at IKEA, here are a few tips:

• Make a list and stick to it. Go in with a clear plan and try not to deviate.
• Shop online first. If possible, browse online before visiting to reduce impulse buys.
• Skip the showroom. If you know exactly what you need, head directly to the warehouse area to avoid temptation.
• Be mindful of small purchases. Those “affordable” extras add up quickly.

Final Thoughts

IKEA has mastered the art of subtle persuasion, turning a simple shopping trip into an experience filled with discovery, interaction, and emotional attachment. While this clever strategy boosts sales, understanding the IKEA Effect can help you become a more conscious shopper. Next time you visit, take a moment to reflect: do you really need that extra throw pillow, or is the IKEA Effect at work?