Ways Clothes Stores Are Secretly Scamming You

If you're the type of person who loves a sale, pay close attention to the discount before loading up. Many stores mark up their clothes, only to "discount" them a few days later. "Clothing stores like to play fast and loose with 'original' prices, so they can advertise misleading discounts," features editor with DealNews, Benjamin Glaser, told me. "They'll increase the price one day, then offer a 'discount' that brings the price back down to what's really just the normal level. Or, they will use unrealistically high manufacturer suggested retail prices (MSRPs) to do the same thing."

If you find it difficult to avoid the sale rack, I feel you. We all love knowing that we got the best deal. To be sure you're getting the most value for your dollar, check out the store's prices online before shopping. "Instead of taking a store's word, check online to see what that same item costs elsewhere," recommended Glaser. "Check DealNews, where we'll tell you how much our discounted items normally cost. If the item you're buying is on Amazon, you can use the website CamelCamelCamel to see how its price has fluctuated over the last few months."

One trick that clothing stores use to get you to buy is by appealing to your sense of scarcity. By making it look like a certain item is running out, you can't help but want it more. "Clothing stores are masters at getting you to buy extra items once you're in-store or on their site," Glaser told me. "They know exactly which items will appeal to you, and often create false senses of urgency or scarcity to close the deal."

If you find yourself feeling like you need to buy that sweater because it's about to sell out, take a deep breath and do a quick reality check. "So don't commit to buying something until you've done some research, and you know what you want and how much it should cost. Then, stick to your shopping list," recommended Glaser. "If the store offers you an add-on that seems like a good deal, but wasn't something you'd thought about buying, think twice. There's probably a reason it wasn't on your shopping list."

Have you seen those ads in the corner of your computer screen for unbelievable deals? Cute swimsuits for $12 or an entire outfit for less than $20? They always look trendy and fun, but don't be fooled. Do you really think you could get a quality bathing suit for $12?

Communications director for BeenVerified Justin Lavelle told Woman's Day that those ads are not to be trusted. "There are many overseas clothing companies today offering [what they advertise as] gorgeous and trendy clothes for next to nothing," he said. "They show images of the clothes on models that look amazing. But what you see on their site and what you get are usually two different things — cheap fabrics, unrealistic sizing, and impossible returns and refunds."

One way to protect yourself from these tempting deals is to read the reviews. "Most sites that look too good to be true, are. If you are tempted by the cute fashions and low prices, be sure to do a search for reviews for the store first," recommended Eneriz. "Also, never shop for anything online, either legitimate sites or the questionable sites, with a debit card. Use a credit card that will allow you to dispute fraud charges."

We've all heard the horror stories involving identity theft, and they often start with online shopping. "Retailing involves more and more digital technology, and as consumers we leave more data footprints, both online and offline," Denise Dahlhoff, research director at Wharton's Baker Retailing Center, said in a university publication, "Data is collected at all stages of the shopping process — from browsing and buying online, opting into mobile ads at a store, posting store check-ins and reviews on social media, to paying with a credit card or mobile wallet. More technology and data have many benefits for consumers and retailers, but they also increase the risk of security breaches." That's not to say you should never shop online. What would you do during the holidays? However, just be careful, and if something doesn't feel right, don't enter your information.

"Retailers have been caught out by bad data architecture. You should never store sensitive information on a network that third-party vendors have access to," Christopher Yoo, professor of law, communication, and computer and information science at the University of Pennsylvania Law School, also said in the school publication. "Create a systematic classification categorizing what's sensitive and what's not."

When you walk into a store, you probably notice the bright colors and easy layout. But you may not notice all of the other details that retailers have carefully designed for you. Stores use signature scents to put you in a good mood and make you more likely to buy. Clothing stores often use certain perfumes to affect your mood. Researcher Martin Lindstrom told Reader's Digest that he started adding the smell of fresh apple pie to an appliance store and sales went up!  

Next, start listening to the store's music. It is designed to be slower than your heartbeat, which naturally slows you down. Once you start walking more slowly, you'll spend more time in the store and, according to Reader's Digest, even buy up to 29 percent more!

This was a shocking finding for me. I've always thought that sales associates had to be as friendly as possible, but it turns out the rude ones might sell more. A study from the University of British Columbia found that shoppers who dealt with a rude salesperson were more likely to buy. This technique only worked with designer labels, and researchers believe that when a salesperson acts snobby, we subconsciously want to feel accepted and like we belong is this luxury store.

"It appears that snobbiness might actually be a qualification worth considering for luxury brands like Louis Vuitton or Gucci," Sauder Marketing professor Darren Dahl said. "Our research indicates they can end up having a similar effect to an 'in-group' in high school that others aspire to join."

So next time you're passing through a Gucci store and it feels like the associate is looking down on you, just walk out.

Truly, we're all at risk of retail scams, but some more than others. According to AARP, studies have shown that older Americans are more at risk for scams. Americans over age 50 make up just 34 percent of our population, but account for 55 percent of fraud victims.