How to resist the infamous ‘middle aisle’ when doing your weekly shopping

You pop into Aldi or Lidl for milk and bread. Five minutes later, you’re lovingly stroking a pair of fleece-lined slippers, eyeing up a yoga mat, and wondering if you might need a chainsaw.

Welcome to the middle aisle.

Packed with non-food treasures like get-fit gadgets, kitchen tools and brightly coloured toys, the middle aisle is famously hard to resist.

And now it’s spreading. This week, Morrisons announced it will expand its own “when it’s gone, it’s gone” discount range, a clear rival to the budget supermarkets’ beloved aisle.

Affectionately nicknamed the ‘aisle of shame’, the middle aisle is a masterclass in retail psychology. It’s designed to make you feel like you’re treasure hunting, and that you need to act fast or miss out forever.

But the problem is that you didn’t come in for a waffle maker, a paddleboard or a disco light. And yet, there it is, in your trolley.

Why it works so well

It’s called the ‘aisle of shame’ because people often buy things they never planned to, like grabbing milk and leaving with a hedge trimmer. It turns a boring food shop into something fun and more exciting.

And that’s exactly the point.

The marketing tricks you’re up against

Modern marketing is designed to make you spend without thinking.

Phrases like ‘limited time offer’, ‘only two left’ or ‘when it’s gone, it’s gone’, trigger panic-buying. Flashy red price tags, countdown-style signs, push you to act immediately.

Shops are also carefully laid out to encourage spending. Products at eye level, attention-grabbing colours, upbeat music, cosy lighting, even scents, are all chosen to keep you browsing and buying.

But the good is that once you start spotting these tricks, they lose a lot of their power.

So, how can you resist the middle aisle?

Try the 24-hour rule

If you feel the urge to throw a fluffy middle-aisle dressing gown into your basket, pause. Tell yourself you’ll wait 24 hours. Most of the time, the excitement fades and you’ll wonder why you ever wanted it in the first place.

Write a list and stick to it

Before you shop, write a list and promise yourself you’ll only buy what’s on it. If it’s not written down, it doesn’t go in your basket.

Use a basket, not a trolley

That ‘unbeatable’ double duvet feels a lot less tempting when you have to physically carry it around the shop. A basket puts a natural limit on impulse buys.

Set a middle-aisle rule for yourself

Try something simple like: “I can only buy one non-food item per month” or “Only if I replace something I already own.”

Pay with cash

Take a set amount of cash and leave your card at home. When the money’s gone, it’s gone, and suddenly that inflatable kayak doesn’t seem essential.

Shop online when you can

No middle aisle. No temptation. No accidentally buying a fondue set. Online shopping can be a lifesaver for your budget.

Ask yourself one quick question

Before buying, ask: “Would I have come back to the shop just for this?”

If the answer’s no, it probably doesn’t belong in your trolley.

Use budgeting tools 

Budgeting tools can help you track where your money goes and spot overspending patterns. Once you know where your money’s going, you can set limits for certain categories, like the weekly food shopping. Use our free budget planner to help keep your finances on track.