How to use the principle of scarcity to increase sales. Why do high-end restaurants have large plates and little food?
The principle of scarcity is a social psychological phenomenon that encourages people to assign greater value to things that seem out of reach. The principle of scarcity is that opportunities seem more valuable to us the less available they are, and the least available item seems to be the most desirable.
Access shortage! The tightening of censorship played a cruel joke: people began to value more highly what was considered prohibited. This concerns the right of access to certain information, the right to belong to a particular group or to enter a certain space.
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Scarcity of quantity is another very strong motivator. Not only do people feel the desire to acquire something rare and valuable, but they also suffer from the feeling that their choices may be limited. They will try by all means to retain the right to access a resource, even if there is no need for it. For example, we have built a pompous Mormon temple in Kyiv, I often drive past it and know that they won’t let me inside to admire the interior of this temple. They will only let me in if I become a Mormon. This temple looks more beautiful than the one in Salt Lake City. Or another example. In the first months of the war, buckwheat disappeared from store shelves in Ukraine, or rather, the price increased several times. The most amazing thing is that in my eyes this buckwheat became simply precious and I immediately wanted to buy it, despite the exorbitant price. Buckwheat porridge has become an elite dish. Now there is no shortage of buckwheat, and now buckwheat is just buckwheat.
Apple cleverly uses the effect of artificial scarcity in its marketing strategy. Every new product, such as the iPhone, comes with limited supply initially. This creates a rush, many pre-orders and long lines in front of stores. People experience the fear of missing out on the opportunity to purchase a product, which leads to massive sales from the very beginning.
There must be some demand for your products for the strategy to be effective. When Apple launches sales of a new phone or tablet, there is already a demand for their product. Limiting goods at the start only increases demand and desire to buy.
Finally, don't overdo it. You don't want your clients to feel pressured by you. The main function of a scarcity strategy in your business is to encourage procrastinating shoppers to make decisions faster, not to force people to buy something they don't need. The consequence of using the scarcity effect inappropriately is buyer's remorse for the purchase.

If we run out of something, we immediately want to buy it. Even if it's not necessary. Maybe it will be useful later, but it won’t be anymore. The endless farewell tours of actors, the breakups and then reunions of musical groups, accompanied by tours - all this is the use of the principle of scarcity.

If we realize that something is inaccessible to us, we immediately pay attention to it. An Hermès bag can cost several thousand pounds and may not be delivered until two years after ordering. And this is not at all because Hermès production capacity does not allow it to produce the required number of bags.