The Psychology of Scarcity
Why “Only 3 Left!” still works and how to use it without losing trust.
Why Scarcity Works (and Always Has)
Scarcity is one of the oldest tools in marketing. We’ve all seen it: “Only 2 seats left,” “Last chance,” “Limited edition.” “Buy our classic pants that sold out 8 times.”
It works because the human brain is wired to value what feels rare. Scarcity triggers urgency, but it also signals quality: if it’s hard to get, it must be worth having. That’s why scarcity shows up everywhere from ticket sales to luxury drops to bags of coffee.
The Dark Side of Scarcity
Things can get hairy based on intent, and how scarcity is used. Things like fake countdown timers, endless “last chance” sales, or fake stock numbers are just a shitty thing to do, and your customers can spot it a mile away. Do shitty things, lose trust. It’s that simple.
Scarcity without credibility = manipulation.
I promise you, manipulation is brand debt you can’t afford.
How to Use Scarcity Well
1. Make it real: If it’s a limited run, show the proof. If it’s a one-day offer, close it when the clock hits zero. Scarcity has to match reality.
2. Tie it to value, not pressure: The best scarcity is about FOMO AND uniqueness. A product drop, a new experience, an event that can’t be repeated.
3. Use it sparingly. If everything is urgent, nothing is. Scarcity loses impact if it’s your only move.
4. Match the moment. Scarcity can build excitement (sneaker drops), drive action (seasonal campaigns), or reinforce status (luxury). Pick the context that fits your brand.
Examples in Action
Supreme’s weekly drops: Artificially constrained supply turned into a culture of lining up, reselling, and status signaling.
Spotify Wrapped: Once a year, limited-time access to personal insights, you either share it now or miss the cultural moment.
Airbnb’s Barbie Dreamhouse: A one-off, time-limited activation that generated massive earned media because of its exclusivity.
Each worked because the scarcity was baked into the idea and part of an overall strategy. They weren’t trying to fit someone else’s campaign into theirs, they started from the brand and worked their way out to create something TRULY unique that only they can own.
TL;DR
Scarcity works because we’re wired to value what we can’t easily have… but if you fake it, you erode trust. The goal is to make them feel part of something that won’t come around twice.
-sponsored ad-
Scarcity works because it focuses attention on what matters most. But if you don’t know who your message is really for, shouting louder won’t make it land.
Too many campaigns spray budget across every channel, hoping volume will create urgency. The result? Noise instead of signal.
Tracksuit’s Category Profile shows you exactly where you’re under-indexing, how you benchmark against competitors, and where the white space in your category really is.
So instead of turning up the volume, you can focus on the audiences and gaps that actually drive growth.
Coming Up Next
The Attention Economy Is a Distraction (and What You Should Measure Instead) We’ll look at why chasing eyeballs has become a distraction, and what to track if you want to have some agency over sustainable growth.
What to Know This Week
Cracker Barrel reverts logo after backlash (again). A recent rebrand removing the iconic “Old Timer” figure sparked fierce backlash from traditionalists and MAGA supporters. Cracker Barrel reversed the change within hours—highlighting how heritage brands must tread carefully in politicized cultural moments.
Intentional content consumption gains ground. Audiences are shifting away from doomscrolling and toward intentionally curated, value-first content experiences. Brands are responding by aligning more tightly with genuine engagement and purposeful storytelling.
Gen Z nostalgia: “Millennial cringe” is back. Brands are equally divided on whether to lean into—or lean away from—ironically cringeworthy millennial aesthetics. Self-aware nostalgia is trending again, but only when it feels authentic and not forced.
Campus fashion becomes the new launchpad. As students return to school, campuses are turning into cultural runways. Brands like Skims, ASOS, and Shein are capitalizing with college-themed collections and influencer-driven campus looks.
Taylor Swift & Travis Kelce Effect = Brand Lift. The engagement of Swift and Kelce generated engagement for multiple brands. American Eagle’s Tru Kolors capsule, Ralph Lauren dress, and engagement rings all saw notable stock and sales bumps.
Hot Jobs
Performance Marketing Coordinator @ NBCUniversal
Design and Social Media Associate @ Good Rebellion
Marketing Chief of Staff @ Firecrawl
Growth Marketing @ mintlify
Digital Marketing Manager @ The Line
Account Manager @ Digital Voices
Event Marketing Specialist @ Gentex
Sr. Marketing Analyst @ 7-Eleven
Senior Director, Performance Marketing @ Verizon
Director - Marketing @ Texas Tech University
Marketing Coordinator @ Mission Pet Health
Director of Demand Generation & Growth Marketing Lead @ Together AI
Senior Brand Marketing Manager II @ LinkedIn
Climate Senior Manager @ Mars
Sr Product Marketing Manager (Sportswear) @ Columbia Sportswear Company
Head of Growth @ Iris Finance
Manager, Affiliate Marketing @ Hello Fresh
Customer Marketing Manager @ Kustomer
Digital Producer @ Apple