Similar psychology:
Likely impacts:
Last updated: 03/11/2026
How to utilise this in your designs
In the checkout, you could mention that similar options matching the customer's search have already sold out, so the scarcity makes their choice feel worth securing now.
Example from
Booking
When stock of an item is low, try showing how many people have it in their basket, so the scarcity feels real and the risk of missing out is clear.
Example from
Etsy
Once an item sells out, consider displaying exactly when it sold out on the button, so people see the scarcity is real and may return earlier next time.
Example from
Too Good To Go
To get people trying paid features, one option is to open the entire app for a few minutes with a visible timer, so the limited time encourages them to explore.
Example from
GoalQuest
Straight after someone places an order, it may help to offer free delivery on a second order with a visible countdown, so the short window prompts a quick decision.
Example from
Deliveroo
Possible impacts
Showing real low stock or a genuine deadline at checkout could raise conversion rates, as hesitant users act before the option is taken away.
Telling people an item is nearly gone, or usually booked, may increase purchases, as the scarcity makes it feel more valuable and less worth waiting on.
Genuinely limited offers, e.g., a seasonal item or live event, might prompt users to tell friends before it's gone, leading to more sharing and referrals.
Written by Peter Ramsey
Published: