Shoppers know they have to bring their "A" game to get the best deals during the holiday sales bonanza, but they may not realize how high the odds are stacked against them.
Retailers employ numerous strategies to "fool your animal brain," said financial psychologist Brad Klontz, co-author of "Mind Over Money." The aim: Trigger an emotional reaction that will cause you to deviate from your carefully prepared shopping list and spend more.
"Before you go shopping, there have been teams of researchers, scientists and marketing professionals who have been talking about you for months," he said. "They're putting a lot of thought into your shopping experience. You should do the same."