Seventeen per cent of UK adults couldn’t get the essential food items they needed in the last two weeks, according to the Office for National Statistics.
Almost 25 per cent said they were unable to buy non-essential items.
These statistics follow on the heels of petrol panic buying which fuelled petrol and diesel scarcity and resulted in seemingly unending tailbacks seeping steadily from forecourts.
For a nation that prides itself on a well-formed queue, we’ve had plenty of practice.
The start of the pandemic spawned a scarcity crisis for toilet roll and pasta, leading to Mother Hubbard-like shelves that were completely alien to the thriving first-world economy we’ve grown accustomed to.
But what really fuels the psychology of scarcity?
Social psychologists tell us that we place a higher value on things that are scarce and a lower value on what is in abundance. In September, we placed a high value on petrol with consumers’ petrol panic buying.
Psychologists add that two principles feed this scarcity mindset:
The first is social proof. If a product is sold out or supplies are low, it leads to greater demand for it. Headlines, photos, videos and trending hashtags on the petrol shortages, panic buying, and the post-Brexit loss of HGV drivers to transport petrol, fed the need to fuel up.
Similarly, as major supermarkets shelves are stripped bare of food items it leads to consumers desperately searching for supplies to stockpile.
The second principle of the scarcity mindset is commitment and consistency.
Once you commit to buying something and it isn’t available, your desire for it increases. Motorists drove from station to station to fill up with fuel. When they arrived at forecourts, they waited in long queues, often for hours, to get petrol.
A doctor said: “I drove to my usual garage but couldn’t move as the roundabout was at a complete standstill. The next two garages I tried were closed. Finally, I got to a bigger garage and waited. It was a two-hour palava, but I needed petrol to get to work.”
The effect of scarcity leads to panic-buying which results in hoarding.
One mum said: “When I saw the empty shelves where there was usually a choice of pasta, I went from shop to shop until I got it. Instead of buying pasta for the week, I stocked up for the month.”
We use heuristics - mental shortcuts made up of a set of rules - when we are confronted with scarcity. This manifests in the fear of being unable to, for example, get petrol at the pumps when we see motorists turning their cars around at garages that are closed. Or a motorist with a petrol car finding out after a long wait, that the petrol hose is empty, while diesel is readily available.
This scarcity mindset feeds our belief that there will never be enough, no matter what the item is, petrol or pasta.