Jätkuhindamine

Jätkuhindamine is a retail sales technique used primarily in Estonia. The term directly translates to "price stepping" in English, but the concept is more akin to persuading customers to make a larger purchase in exchange for a lower price per unit.

In jätkuhindamine, the salesperson presents a customer with a series of increasing prices for an item. The customer is encouraged to decline the higher price, which the salesperson then offers to discount on subsequent attempts. The salesman announces that the customer should be able to acquire the product for a lower price, if they increase the quantity of the acquired goods in the purchase.

This technique relies on the psychological phenomenon where customers feel they are acquiring the product at an even greater bargain when they buy more items. The hidden intention is that by selecting a larger quantity of items, the customer ends up buying at an expense that often turns out to be higher than simply purchasing the initial higher value.