A week ago, I went to buy shampoo and found myself smelling every bottle on the shelf. After the 10th one, they all started to smell the same. I was paralyzed by choice. This is what psychologists call choice paralysis – the overwhelming feeling when there are too many options.
Consumers face this constantly. Whether it’s a grocery store, a clothing shop, or even a menu, an abundance of choices can lead to confusion, anxiety, and indecision. The more options we have, the harder it is to choose, and often, we end up leaving empty-handed or picking the most familiar brand.
What businesses need to know: Too much choice can actually hurt your sales. Streamlining your product selection or guiding customers toward simpler, more curated options can reduce decision fatigue and improve the shopping experience.
After all, a happy, decisive customer is more likely to buy.