Shoppers unknowingly spend more after surprising supermarket discovery
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If you’ve ever noticed yourself swaying to a tune while shopping, only to later wonder why your bill seemed higher than expected, you’re definitely not the only one.
What plays in those aisles might not be as random as it seems. Some believe those familiar melodies are doing more than just setting the mood.
Subtle as it sounds, the music might be encouraging shoppers to spend without even realising it.
Recently, English expat Gemma Penn, who now calls South Australia home, shared her delight at the upbeat atmosphere in our supermarkets.
For Gemma, the difference between shopping in Australia and the UK is like night and day—and it all comes down to the music.
‘The vibe is so much better than in UK supermarkets,’ Gemma said.
‘The music is played louder, and it’s such a fun mix of newer songs, old classics, and different genres. I’ve even been told some supermarkets have their radio stations, which is really cool.’
She’s not wrong! Both Coles and Woolworths have invested in their own in-store radio channels, curating playlists that range from Aussie rock anthems to international pop hits. Woolies, for example, famously pumps up the energy every day at 3 pm with the dance track Pump It Up.
It’s all designed to make the weekly shop a little less of a chore and a little more of a party.
Gemma was so taken with the musical offerings that she took to social media to share her experience.
‘One thing here in Australia compared to the UK, in the supermarkets, they've always got banging music,’ she said.
‘It's so good. They had Jamelia, they had Spice Girls last week. We can't help but dance!’
Her followers were quick to chime in, with some warning that the music is more than just a mood booster—it’s a clever marketing tactic.
‘Coles have their own radio channel and play a pretty good mix of music—if you can deal with the ads,’ one person commented.
Another admitted, ‘Haha, I've literally never noticed, I will have to pay more attention.’
So, is there any truth to the idea that supermarket music is making us spend more?
According to Paul Harrison, Professor of Consumer Behaviour and Marketing at Deakin University, there’s some science behind the soundtrack.
‘At a basic level, what we know is that faster music means that people move through shops faster,’ Professor Harrison explained.
‘The one thing that they have found is that more upbeat music does get people to spend more on premium items.
So, an example might be, if you're in a supermarket and you hear sophisticated music, you're more likely to be drawn towards buying the more sophisticated version of a brand.’
But it’s not just about what you buy—it’s also about how long you spend in the store.
Research suggests there’s a ‘Goldilocks moment’ for supermarkets: they want you in and out in about 20 minutes.
That’s when shoppers spend the most dollars per minute. Play faster music, and you’ll move through the aisles more quickly, but you might also be tempted to toss a few extra treats into your trolley.
However, Professor Harrison is quick to point out that music can’t make you buy something you don’t want.
‘It just kind of nudges you to be more willing to buy the things that you might be a little bit more resistant to,’ he said.
‘But you already have to have the underlying need or want to buy that. It doesn't push you to buy things you don't want.’
For Gemma, the musical mix is a welcome change from the quieter, more repetitive playlists back in the UK.
‘In the UK, the music is usually quieter and often repetitive. It might come down to licensing—even small UK businesses have to pay for music licenses just to play the radio or Spotify, even if no customers come in!’
She’s also noticed that Aussie retail feels more vibrant overall. ‘Retail seems to be thriving here, which was something I noticed straight away.
In the UK, it’s sadly not what it used to be—lots of shops are closing and town centres feel quiet.
But here, malls and shops are busy and buzzing—like how the UK felt maybe 10 years ago.’ Gemma said.
And if Gemma were in charge of the supermarket playlist for a day? ‘I’d have Taylor Swift's "All Too Well", a classic group like Queen, and definitely something from the Pussycat Dolls—they’re always a vibe!’
So next time you’re shopping and find yourself tapping your foot to ‘Mambo No. 5’ or belting out ‘Wannabe’ in the bread aisle, remember: it’s all part of the experience.
Whether it’s a clever marketing ploy or just a way to make grocery shopping a bit more fun, there’s no denying that Aussie supermarkets know how to set the mood.
Credit: TikTok
Have you noticed the music in your local Coles or Woolies? Does it make your shopping trip more enjoyable, or do you find yourself spending a little more than you planned? What songs would you add to the ultimate Aussie supermarket playlist? Share your thoughts and favourite shopping tunes in the comments below.
What plays in those aisles might not be as random as it seems. Some believe those familiar melodies are doing more than just setting the mood.
Subtle as it sounds, the music might be encouraging shoppers to spend without even realising it.
Recently, English expat Gemma Penn, who now calls South Australia home, shared her delight at the upbeat atmosphere in our supermarkets.
For Gemma, the difference between shopping in Australia and the UK is like night and day—and it all comes down to the music.
‘The vibe is so much better than in UK supermarkets,’ Gemma said.
Aussie supermarkets like Coles and Woolies play lively music to make shopping feel more fun than overseas stores. Credit: @gempenn1 / TikTok
‘The music is played louder, and it’s such a fun mix of newer songs, old classics, and different genres. I’ve even been told some supermarkets have their radio stations, which is really cool.’
She’s not wrong! Both Coles and Woolworths have invested in their own in-store radio channels, curating playlists that range from Aussie rock anthems to international pop hits. Woolies, for example, famously pumps up the energy every day at 3 pm with the dance track Pump It Up.
It’s all designed to make the weekly shop a little less of a chore and a little more of a party.
Gemma was so taken with the musical offerings that she took to social media to share her experience.
‘One thing here in Australia compared to the UK, in the supermarkets, they've always got banging music,’ she said.
‘It's so good. They had Jamelia, they had Spice Girls last week. We can't help but dance!’
Her followers were quick to chime in, with some warning that the music is more than just a mood booster—it’s a clever marketing tactic.
‘Coles have their own radio channel and play a pretty good mix of music—if you can deal with the ads,’ one person commented.
Another admitted, ‘Haha, I've literally never noticed, I will have to pay more attention.’
According to Paul Harrison, Professor of Consumer Behaviour and Marketing at Deakin University, there’s some science behind the soundtrack.
‘At a basic level, what we know is that faster music means that people move through shops faster,’ Professor Harrison explained.
‘The one thing that they have found is that more upbeat music does get people to spend more on premium items.
So, an example might be, if you're in a supermarket and you hear sophisticated music, you're more likely to be drawn towards buying the more sophisticated version of a brand.’
But it’s not just about what you buy—it’s also about how long you spend in the store.
That’s when shoppers spend the most dollars per minute. Play faster music, and you’ll move through the aisles more quickly, but you might also be tempted to toss a few extra treats into your trolley.
However, Professor Harrison is quick to point out that music can’t make you buy something you don’t want.
‘It just kind of nudges you to be more willing to buy the things that you might be a little bit more resistant to,’ he said.
‘But you already have to have the underlying need or want to buy that. It doesn't push you to buy things you don't want.’
For Gemma, the musical mix is a welcome change from the quieter, more repetitive playlists back in the UK.
She’s also noticed that Aussie retail feels more vibrant overall. ‘Retail seems to be thriving here, which was something I noticed straight away.
In the UK, it’s sadly not what it used to be—lots of shops are closing and town centres feel quiet.
But here, malls and shops are busy and buzzing—like how the UK felt maybe 10 years ago.’ Gemma said.
And if Gemma were in charge of the supermarket playlist for a day? ‘I’d have Taylor Swift's "All Too Well", a classic group like Queen, and definitely something from the Pussycat Dolls—they’re always a vibe!’
Whether it’s a clever marketing ploy or just a way to make grocery shopping a bit more fun, there’s no denying that Aussie supermarkets know how to set the mood.
Credit: TikTok
