“Always take the biggest trolley so the shopping feels smaller.”
The Sage
The Sage understands that shopping is not about need, budgeting, or restraint — it’s about perception. His advice today is therefore rooted firmly in visual trickery: “Always take the biggest trolley so the shopping feels smaller.”
According to The Sage, a half-empty trolley is a thing of beauty. It whispers reassurance. It says, “I’m barely buying anything,” even as it quietly absorbs family-sized crisps, emergency biscuits, and something frozen you don’t remember choosing. A small basket, by contrast, judges you immediately and fills up far too quickly, forcing uncomfortable self-reflection by the cheese aisle.
The Sage insists this technique also works psychologically at the checkout. A vast trolley with space left over creates the illusion of control, moderation, and good life choices — regardless of what’s actually inside. Remember: it’s not about what you buy, it’s about how empty the trolley looks while you’re doing it.
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The Sage Page 