Online shoppers are frequently exposed to pressure selling tactics, including countdown clocks, low stock warnings, and popularity claims, according to a recent investigation. The study found that 21 of 50 major UK online retailers used at least one of these methods.
The investigation revealed instances where advertised 'lightning deals' on Amazon Marketplace continued at the same price after their stated end time. Similarly, a Shein flash sale with a countdown clock was extended multiple times, with the price remaining unchanged.
Low stock alerts, which influence purchasing decisions for seven in 10 shoppers who see them, were also scrutinised. The investigation noted that definitions of stock alerts can be flexible, and products sometimes remain available with slightly longer delivery times after the 'last' item is supposedly bought.
Popularity claims, such as 'five other people are looking at this right now', were tested with volunteers. During these tests, claims on sites like John Lewis and M&S did not always update in real time or accurately reflect the number of people viewing or adding items to their baskets.