My friend Lisa got make-up mugged. She was taking a shortcut through Neiman’s, and the next thing she knew, an hour had passed, she had a full makeover and $387.26 of Trish McEvoy products -- in a teeny tiny bag. (To be fair, they also gave her a free gift with purchase, which made the mugging slightly less painful.) According to the book “Why We Buy” there are several tricks stores use to make us shopping victims, and I’ve fallen for them all.

Lighting. A product highlighted with soft, warm lighting can make it look much better than it ever will at home. This works for toasters -- and underwear. Ever wonder why you don’t have any cellulite in the Victoria’s Secret dressing room mirror? Maybe they should quit selling lingerie and only sell those lights – I’ll take a dozen.

Roomy aisles. Department stores strive to offer shoppers a comfortable shopping experience. The "butt brush factor" is the theory that shoppers are less likely to buy if they're crowded from behind. Loheman’s take note, last time I went into your group dressing room, I was butt brushed and boob brushed so many times I didn’t take anything home other than a bunch of new phobias.

Eye level, and end of aisle. The most expensive versions of a product are placed at eye level so they’re the first items you'll see. Cheaper options are typically on bottom shelves where you'd have to stoop down to pick them up. Yup, sometimes it’s cheaper, but you really have to ask yourself, is it worth doing squats for?

I’m grateful I know why I buy because now I know what I’m up against. To prevent myself from becoming a shopping victim, I’m going to say no to perfume spritzer girls, free makeovers and loads of butt room. Although, no matter how prepared I am, I’m a sucker for the free gift with purchase -- which always makes the being a victim slightly less traumatic.

Today I’m grateful I know why I buy.