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Copywriting
Tactic

Choose the Right Type of Scarcity

Each type of scarcity (supply, demand, time) affects behavior in different ways.

Choose supply scarcity (e.g., limited editions) for experiences and luxury products, choose demand scarcity (e.g., only 2 left) for rational and cheap products, choose time scarcity (e.g., available until) for emotional and expensive products

Overview

Researchers analyzed 131 studies on scarcity, and they found that certain types of scarcity perform better with different products (Barton, Zlatevska, & Oppewal, 2022).

  • Supply: Restricting supply (e.g., limited editions) boosts sales for experiences and luxury brands because these products become status symbols.
  • Demand: “Only 2 left” communicates high demand and social proof, which boosts sales for rational products.
  • Time: Seasonality boosts sales of indulgences (e.g., chocolate) because customers can more easily rationalize these purchases (Well, it's only available now...). Deadlines are also effective for large purchases because customers feel motivated to begin researching the product.

  • Barton, B., Zlatevska, N., & Oppewal, H. (2022). Scarcity tactics in marketing: A meta-analysis of product scarcity effects on consumer purchase intentions. Journal of Retailing, 98(4), 741-758.