From hidden fees to guilt-tripping pop-ups, this is your guide to how online retailers try to make you spend more – and how to outsmart them this Black Friday.
Before you click “add to cart” during the sales, it’s time to wise up to the sneaky tactics some online retailers use to manipulate you into blowing your budget.
Welcome to the world of “dark patterns” – the digital equivalent of a pushy salesperson who refuses to take “no” for an answer.
What are dark patterns, anyway?
Dark patterns are tactics online businesses use to nudge, manipulate, or trick you into spending more money or providing unnecessary personal data.
They’re the digital world’s version of putting snack food at the checkout counter, except way more sophisticated. You’ll find the tactics used across shopping websites, apps and marketing emails.
Nine dark patterns you need to know
- Hidden costs
Ever added something to your online cart, only to find extra charges sneakily added at checkout? These hidden costs – like “priority processing” for $12.99 or “freight warranty” for $25 – can really add up. And those charges you didn’t realise were in a foreign currency? Bye bye budget! Always double-check it’s in AUD before you hit ‘buy now’.
- Scarcity cues
Who hasn’t been hit with a bit of FOMO while shopping online? “Only 2 left!” or “Offer ends in 10 minutes!” – sound familiar? These scarcity cue pop-ups create urgency to make you buy fast without comparing prices or thinking twice. Before you know it, you’ve panicked and bought a pair of sneakers you weren’t even sure you liked.
- Forced continuity
“Free trial for 30 days? Sounds great!” Until you forget to cancel and end up paying monthly. Forced continuity happens when it’s easy to sign up but difficult to cancel. Ever had a free trial turn into a mystery charge? You’re not alone.
- False hierarchy
Imagine buying concert tickets, and the “VIP Package” is highlighted in bright gold while the standard option barely stands out. That’s false hierarchy. They’re pushing you towards the pricier option, often dressed up with fancy colours and big text.
- Data grabs
Ever signed up for a newsletter and been asked for your full name, birth date, and postcode? That’s a data grab. They’re collecting more than needed. Always think twice before sharing anything that’s not strictly necessary.
- Activity notifications
“Someone in Magill just bought this!” or “20 people are looking at this room right now!”— these are notifications to create urgency. They’re often paired with scarcity cues to make you feel like you’re about to miss out. But those “live” updates? They’re often fake.
- Confirmshaming
Ever see options that guilt you into buying? Like a pop-up offering 10 per cent off with ‘Yes, I love discounts!’ or ‘No thanks, I’d rather pay full price.’? That’s confirmshaming – designed to make you feel bad for saying no. If you’ve ever felt guilty for making Duo the owl cry by breaking your Duolingo streak, you get it.
- Disguised advertisements
Clickbait headlines or fake “sponsored” stories blend in with real content, tricking you into clicking on product links. They look like genuine content, but it’s just a sneaky way to get you onto a product page.
- Redirection or nagging
Ever try to leave a website and get bombarded with pop-ups like “Wait, don’t go!” or “Here’s 20 per cent off if you stay!”? That’s redirection – aka nagging – designed to keep you on the page in the hope you’ll eventually buy something. Follow-up emails offering bigger discounts are also common.
Why we fall for it
Dark patterns work because they exploit our psychological weaknesses. Scarcity cues trigger FOMO, while hidden information takes advantage of our tendency to skim rather than read carefully. These tactics exploit our cognitive biases – mental shortcuts our brains use to make quick decisions. In the fast-paced world of online shopping, these biases can lead us astray.
Understanding these tricks can help us slow down, think clearly and make better choices, rather than getting caught up in the adrenaline rush of an “urgent” deal we’ll regret later.
Dark patterns in Australia: A growing concern
A 2022 report by the Consumer Policy Research Centre titled Duped by design highlighted the consequences of dark patterns for Australians shopping online:
- 83 per cent of Australians have experienced negative consequences due to websites or apps using manipulative design features.
- Younger consumers (aged 18-28) were 65 per cent more likely to spend more than intended due to dark patterns.
- Dark patterns led one in four Australians to share more personal information than they wanted.
- 30 per cent of Australians stopped using a website or app because of dark patterns.
How to outsmart the dark side
Here are the simple tips you need to resist the sneaky tactics of dark patterns and stick to your budget this Black Friday and Cyber Monday:
- Don’t be rushed: Take a breath before hitting “buy now.” When in doubt, sleep on it.
- Shop around: Cross-check prices on multiple sites and read trusted reviews.
- Do your research: Make sure the website is reputable.
- Understand refund policies: Check the refund policy before committing to buy.
- Read the fine print: Go through terms and conditions before you click ‘pay’.
- Set a budget: Decide on your spending limit before shopping and stick to it.
- Keep proof of purchase: Save receipts or take screenshots.
Scam-proof your life: Check out these tips from a cyber cop
Dark patterns vs scams
Dark patterns, while frustrating and unethical, aren’t usually illegal. They’re designed to nudge you into spending more but don’t typically cross the line into criminal activity.
However, genuine online scams – like phishing emails or fraudulent sellers – are illegal. Find out more about scams and how to report them to the ACCC here. Staying informed is your best defence against both dark patterns and scams.
More information about dark patterns and how to avoid them is here.
