Trader Joe's Minimizes The 'Paradox Of Choice' For Stress-Free Shopping

Trader Joe's is a perennial favorite among grocery shoppers for many reasons. Some might cite its delicious snacks and prepared foods, from chili-lime tortilla chips to chicken soup dumplings; others might choose its convenience, with more than 500 stores distributed over 43 states (via VinePair); still, others might choose to spend their hard-earned dollars at TJ's thanks to its impeccable customer service, which is consistently cited as some of the best out there, according to Forbes. Whatever their personal reasons, shoppers continue to love shopping at Trader Joe's, with the store scoring second place for popularity — behind Aldi — in a recent YouGov poll.

We tend to think of TJ's as a place that's saturated with options, and in many ways, it is: What other store, after all, offers as many kinds of chocolate-dipped pretzels, fruits, and nuts (via The Mercury News)? But in other important ways, Trader Joe's streamlines its offerings, which can help its customers feel less stressed as they roam the aisles.

Have you ever heard of the concept of the "paradox of choice"? Coined by American psychologist Barry Schwartz (via The Decision Lab), the term refers to how many of us feel when presented with too many options: Overwhelmed, unsure of what to pick, and anxious. Whether we're choosing a cable TV package, a cell phone, or a mate, too many choices tend to shut us down and ultimately make the right choice unclear.

It's not an experience we're likely to encounter when shopping at Trader Joe's, however. As Taste of Home writes, TJ's helps its shoppers evade the paradox of choice by narrowing its offerings. The store is known for only carrying its own brand. When looking for cereal, for example, you'll find only a couple of types of cinnamon flakes, as opposed to the dozens of brands the average supermarket is likely to stock. You'll quickly be drawn to one as opposed to another, make your decision, and continue shopping: No muss, no fuss.

In some instances, Trader Joe's only offers one option, such as with its frozen broccoli florets, Taste of Home notes. As shoppers move through the store, they're likely to feel they've found what they wanted quickly and easily, without having to compare six different types of boxed couscous or a myriad of strawberry jams. Coupled with friendly store workers and tasty free samples, it's easy to see how TJ's takes the stress out of grocery shopping.