Different countries, different reactions

Our study also compared shopper responses in two countries – the UK and Mexico. Interestingly, UK shoppers were more likely to feel anxious when they saw empty shelves, while Mexicans were less affected.

We measured their anxiety using a method known as the state anxiety inventory by asking them to describe their current feelings either in English or Spanish towards randomly allocated images of fully stocked or empty shelves. The list of feelings covered “at ease”, “frightened”, “comfortable”, “nervous”, “worried” and “pleasant”.

We found the difference came down to their experiences. In Mexico, there was widespread reporting on severe supply chain disruptions when the country was hit hard by the 2009 swine flu outbreak.

However, over the 16 years since the outbreak occurred, the association between this traumatic event and empty supermarket shelves has weakened. This appears to have made Mexicans less likely to interpret stockouts as a sign of danger even though there were also supply chain problems during the height of the COVID pandemic.

British shoppers saw a roughly 11% increase relative to their average anxiety levels when exposed to images of empty shelves. In contrast, Mexican consumers had no detectable reaction when they were shown these photos.

In contrast, UK shoppers, who have more recently experienced sudden and dramatic shortages as a novel phenomenon during Brexit and COVID, have a stronger emotional reaction. For them, an empty shelf might not be just a gap in inventory. It could be a reminder of the uncertainty they experienced just a few years ago – official figures show that average anxiety levels in the UK jumped rapidly over the first part of 2020.

Our environment affects us, even in subtle ways. Supermarkets are not just places to buy food, they are commercially driven spaces that influence how we feel. The layout, lighting and even the state of the shelves can shape our mood and determine if and how much we buy.

Rather than using signs to explain the shortages, one practical solution to help shoppers avoid feelings of anxiety could be for supermarkets to cover empty shelves with images of fully stocked ones.

This visual trick might help reduce anxiety and create a more pleasant shopping atmosphere. While it may sound like a small change, it could make a big difference for shoppers who are sensitive to signs of scarcity.

There is a growing body of research into how everyday experiences affect our mental and emotional wellbeing. Even routine activities such as grocery shopping can have psychological impacts, and small changes in our environment can influence how we feel.

So the next time you’re in the supermarket and the sight of an empty shelf makes your heart sink, remember it’s not just about the missing products. It’s about how your brain has learned to respond.