Key takeaways
- People always want what’s in short supply, so limiting stock or offering deals with a deadline gets them to buy quicker.
- When people see others buying fast, it triggers FOMO and makes them want in on the action.
- Making something feel exclusive or rare makes it way more tempting to grab.
People always want what they can’t have.
If something seems scarce, we crave it even more.
This is human nature. And for businesses, it’s pure gold.
Because when you make something feel like it’s in short supply, demand goes up.
And you’ve probably felt this before — buying something just because it looked like it’d sell out or was “limited edition.”
Scarcity plays tricks on our minds like that.
For businesses, it’s one of the most effective ways to drive sales.
But there’s a right way to use it, and if done wrong, people will see through it.
In this post, I’ll break down seven proven ways to use the perceived scarcity effect to increase demand, move products faster, and boost your bottom line.
Let’s dive in.
#1 — Limit the quantity available

People want what’s hard to get.
Limiting how many things you offer makes your product feel more valuable.
And when there’s only a few items left in stock, people often scramble to buy before it’s “gone”.
Think about those sneaker drops.
Nike releases a limited number of pairs — say, 5,000 worldwide — and suddenly, everyone’s in a frenzy.
They sell out in minutes, and the resale market explodes.
But why does this work so well? It’s called loss aversion.
We humans hate missing out MORE than we love gaining something new.
So when people see “Only 3 left in stock!”, their brain thinks, “I better get this now before it’s too late!”
Now, how can you make this work for your business? Here are two easy ways:
- 1) Add a stock counter to your product pages: Use a plugin or add a widget that shows messages like “Only 5 left!” when inventory gets low.
Web builders like Elementor can do this easily. Shopify does a great job too. This minor tweak can create that “I gotta buy now” feeling in visitors. - 1) Create limited-time product lines: Try launching a “limited edition” version of a popular product that you sell. It could be as simple as a new colour or fancy packaging.
Just letting visitors know that it won’t stick around forever makes them jump on it faster.
#2 — Create time-sensitive offers
Deadlines get people moving.
When there’s a time limit, they make quick decisions — just like with limited-time offers.
In fact, 64% of people buy something they wouldn’t have otherwise bought, simply because of a limited-time offer.
Think about Black Friday sales or those 24-hour flash discounts or click frenzies.
Everyone knows the deal won’t last forever, so they grab it while they can.

Or take online courses — like when you see one that’s free for a limited time, but the price goes up in just a few days.
People rush to enrol because they don’t want to miss out on the deal.
Seeing a missed opportunity puts pressure on people.
And pressure makes people buy.
Flash sales, countdown timers, or even seasonal offers can create that sense of urgency.
So, how can you make this work for your business?
- Run flash sales with a countdown timer: Add a countdown timer to your website during sales promos.
When people see “Only 12 hours left to save 30%,” it creates a sense of urgency. This can turn a “maybe later” into a “buy now.” - Promote seasonal or limited-time offers: Think about creating special deals around holidays or even an end-of-season clearance to rid some excess stock.
Let people know, “This sale ends on Sunday!” It gives them that little push to act before it’s too late.
#3 — Show how fast your product is selling

Nobody likes being left out.
When people see others buying, they want in, too.
It’s that feeling of, “If everyone else is getting it, it must be worth grabbing!”.
It’s called the bandwagon effect.
It’s where people look to others before making decisions.
Those little messages that pop up while you shop online — like “10 people are looking at this right now!” — aren’t just for show.
They create a sense of urgency and a bit of friendly competition, nudging shoppers to think, “I need to buy this before someone else does.”
Ever booked a hotel room online and noticed messages like “Just booked 5 minutes ago” or “Only 2 rooms left at this price”?
It’s designed to trigger the fear of missing out (FOMO) and push you to act faster.
It works because no one wants to miss an opportunity that others are already jumping on.
So, how can you use social proof to your advantage
- Use real-time stock alerts on product pages: Show real-time updates like, “Hurry! Only 3 left in stock.” Or, if a product is flying off the shelves, show a message like “20 people bought this in the last hour.”
It’s a subtle nudge that suggests, “Others are buying this, so maybe you should too.” - Show live visitor counts or recent purchases: If you’ve got the right tools, like FOMO, Proof, or TrustPulse, display messages such as “15 people are viewing this product” or “Mike from New York just bought this.”
These apps add a sense of buzz and activity to your site, and those gentle reminders can turn casual browsers into buyers.
#4 — offer ‘exclusive access’
Everyone loves to feel special.
When you offer exclusive access to a select few people, it instantly makes what you sell seem more valuable.
VIP offers or members-only sales create that sense of exclusivity, which keeps customers coming back.
Nightclubs are great at doing this.
Studies show that around 25% of people want more exclusive, members-only perks from their favourite loyalty programs.
It shows that these special offers can keep them coming back.
Here’s what you can try:
- Offer early access to loyal customers: Whether it’s a new product launch or a special discount, give your email subscribers or loyalty program members first dibs. It makes them feel valued and encourages them to stay engaged with your brand.
- Host invite-only events or sales: Run private sales for your best customers or frequent shoppers. Send them a personal invite and let them know it’s just for them. It’s a great way to make them feel special and keep them coming back.
You can see some great examples of this with auction houses and arts sales where they invite an exclusive list of private bidders.
Giving people that sense of exclusivity shows you’re not just selling a product.
Instead, you’re offering an experience that makes them feel unique and valued.
And when people feel special, they’re more likely to say yes and hit that “Buy” button.
#5 — Use pre-orders or waiting lists

Pre-orders and waiting lists are perfect for building up hype.
When people can pre-order something before it’s available, it gives them that “insider” feeling, like they’re ahead of the game.
It’s the same reason people line up online for the latest iPhone, even if they know they won’t get their hands on them for weeks.
The pre-orders open up, and fans rush to buy theirs, knowing they might have to wait months to actually get the damn phone.
More than having the product itself, it’s about being one of the first to have it.
People don’t want to miss their chance to be the first to buy your thing.
Because they feel special. Plus, having a list of pre-orders or people on a waiting list gives you a clearer idea of the demand before you go all in on production or stock.
Here are a couple of ideas on how to use this insider feeling to your advantage:
- Try a pre-order campaign: Share a new product and let people pre-order before it’s officially out. Point out the limited stock or perks like early delivery or a small discount.
It gives them a reason to grab it early and feel ahead of the game. - Create an exclusive waiting list: If you’re not ready for pre-orders yet, set up a waiting list. Tell your audience, “Be the first to know when it’s back in stock!” or “Get early access before the public release!”
This builds hype and gives you a direct line to your most interested customers, so you can reach out as soon as the product is available.
#6 — Make the product seem rare or new
If something seems rare, people automatically value it more.
It’s the secret behind why luxury brands thrive — they make their products feel exclusive and hard to get.
But the good news?
You don’t have to be a luxury brand to make this work.
You just need to know how to frame the product or service.
Maybe you have a unique feature, a limited run, or an ingredient that’s tough to find.
When people see that a product isn’t like everything else out there, it catches their attention.
And when it stands out, they’re more likely to buy.
Think about a small-batch coffee roaster that uses a rare type of bean or a skincare brand that includes a special, hard-to-source ingredient.
When you position your product as something that’s not mass-produced, it makes it feel more exclusive — and a little bit more worth the splurge.
It’s why phrases like “limited edition” or “only 100 bottles made” can turn a simple item into a must-have.
You can use this strategy by:
- Pointing out what’s unique or new about your product: Call out those standout features no one else is talking about — like a special material, a unique design process, or a benefit that’s hard to find elsewhere. Sometimes it doesn’t have to be different.
It just needs to be positioned differently. Like on MadMen, when Donald Draper says about Lucky Stripes Cigarettes, “it’s toasted.”

- Offer limited runs or special editions: Even if your business typically provides standard services or products, try offering a limited-edition version. It could be a special service package, a seasonal offering, or a unique variation that’s available for a short time. For product businesses, this might mean a special color, a seasonal flavor, or a unique edition.
This adds a sense of rarity that can create urgency and make people feel like they’re getting something truly special.
Making your product feel rare or special changes how people think—from “I’ll wait” to “I need to get this now before it’s gone.”
And that little extra push can be just what you need to boost those sales.
Putting perceived scarcity effect into action
Scarcity works, but only when it feels genuine.
If people sense you’re faking it, they’ll lose trust fast.
Too many “limited-time offers” can also backfire.
If everything is always “limited,” nothing feels special.
The key is balance. Don’t overdo it.
Scarcity taps into a natural human instinct — we’re wired to want what’s in short supply.
But it’s most effective when there’s a real reason behind it.
A true limited run, a genuine time-sensitive offer, or an exclusive access deal that really is exclusive will resonate far more than a forced sense of urgency.
Start small, test out different approaches, and find what resonates best with your audience.
Want to learn more psychological marketing techniques that drive conversions?