Plastic purgatory - Ideal Result
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Plastic purgatory

We took the boys to Smyths Toys the other day, with the idea of letting them choose one thing each.

They’re into Marvel, Paw Patrol, Harry Potter and Pokemon, and Smyths stock all of them, so I figured it’d be a relatively simple in and out job.

I was wrong.

What I’d forgotten was just how BIG those places are – vast, cavernous warehouses, with impossibly tall aisles, toys stacked from floor to ceiling, and every possible creation available.

Hundreds of Marvel characters, five types of Pikachu, and ten styles of the Paw Patrol pups, all in different guises and costumes.

All of a sudden, we weren’t popping in for a toy, but sifting through a sea of plastic and metal to try and find the perfect option.

And it was all too much for Jim, who stood, in plastic purgatory, clutching four or five different options, and not knowing which one to go for.

Decision fatigue is real, and it doesn’t just affect 5-year-olds.

The more decisions you force your buyer to make, the more inaction you’ll prompt; the simpler you make the buying decision, the less friction there’ll be in the way of you and the sale.

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