---
type: Article
title: "The Famous Jam Study: Why Fewer Choices Sell More"
description: "The jam study showed 6 choices outsell 24. What choice overload means for your boutique. A Weekly Retail Tidbit from AmyFay Chandler."
resource: https://amyfaychandler.com/the-famous-jam-study/
tags: [the-famous-jam-study]
---

[Weekly Retail Tidbits](https://amyfaychandler.com/category/friday-retail-tidbits/)

# The Famous Jam Study

	By[AmyFay Chandler](https://wordpress-1600709-6279960.cloudwaysapps.com)
						July 12, 2024July 4, 2026

“Too many choices can overwhelm us and cause us to not choose at all. For businesses, this means that if they offer us too many choices, we may not buy anything.”

— Dr. Sheena Iyengar

Have you heard of the famous jam study? Psychologists, Sheena Iyengar and Mark Lepper, did an experiment in a grocery store. They alternated giving customers 24 jam choices and 6 jam choices.

More customers stopped to look at the jam display with 24 choices but more jam was sold when there were only 6 choices. 6 times more.

Dr. Sheena Iyengar points out that choice overload reduces:

- Engagement

- Decision Quality

- Satisfaction

She has a couple of wonderful TED Talks worth watching: How to Make Choosing Easier, and The Art of Choosing.

Think about the products, categories and lines you choose for your store. Understand how that influences a customer’s decision – or indecision.

Tango is a boutique showroom. We have limited space like you. We are picky about products, categories & vendor partners. We have to be. Like you.

There are a lot of showrooms at market. Once you’ve made the decision to shop Tango, it’s easier to do again.

Once your customer has walked in your door, it is easier for them to do again – and again.

What makes it easier for your customer to make decisions after they have walked in your door?

## A Choice Example

A top Faceplant retailer explained why she chose Faceplant Dreams as her choice for her customers. Her only choice.

Amanda is the owner of [Lemon](https://www.lemon37110.com/) in McMinnville, TN (population 13,787).

Her simple winning process = EASY. Amanda purchased some pajamas (retail) from the most popular nicer lines. She wore them. She laundered them.

Faceplant Dreams won. Amanda’s confidence is reflected in her always well-stocked display.

Many retailers carry multiple lines that can be worn while lounging or sleeping. There is nothing wrong with that, of course. However, most of the time I simply hear associates saying the name of the brand and that’s it.

Know why you carry what you do. Educate your associates. What sets the brands in your store apart from all the other brands you did not choose?

To truly help your customers, understand the WHY. Share it.

Thanks, Amanda and Autumn! Y’all are an awesome Faceplant Dreams retail partner! I loved popping in!

“Choice is more than picking ‘x’ over ‘y’ … It is the only tool we have that enables us to go from who we are today to who we want to be tomorrow.”

— Dr. Sheena Iyengar

Love serving you!
xoxo, ❤️ AmyFay

		[AmyFay Chandler](https://amyfaychandler.com/author/amyfay/)

I’m AmyFay Chandler, a Knoxville-based wholesale sales rep serving independent retailers in Tennessee and Kentucky through Tango Showroom. I also represent Sweet Tree Jewelry and Caroline B Cook nationwide. Before I became a rep, I built two T-shirt lines, ran my own retail business, bought home and gift for Elder’s Ace Hardware, and worked with Werner Frank. I have been the maker, buyer, retailer, rep, and person at the register, so I evaluate every line from the store floor first.

I write the Morning Retail Tidbit and [Friday Retail Tidbits](https://amyfaychandler.com/category/friday-retail-tidbits/) to help local retailers buy smarter, merchandise with intention, and keep their stores valuable.

## You Might Also Like

								- Embrace the Tools | Weekly Retail Tidbits

### Efficiency is Leverage

	ByAmyFay Chandler
						December 5, 2025July 31, 2026

		Talking to AI beats typing — the December Tango meeting takeaway on using your voice with tech, plus Google Labs Whisk and new from FacePlant, EvaBelle & Compendium.

				Read More Efficiency is LeverageContinue
- Weekly Retail Tidbits

### Retailer 75 Hard

	ByAmyFay Chandler
						March 28, 2025July 3, 2026

		“The best competition I have is against myself to become better.” — John Wooden “Mom, it’s ok – I am finished with 75 Hard…” Heard of 75 Hard, a wellness challenge? Choose a healthy diet, exercise twice a day (once outside), read 10 pages of a non-fiction self-help book, drink only non-alcholic beverages – including…

				Read More Retailer 75 HardContinue
- Weekly Retail Tidbits | Tell Your Story

### Does Your Retail Team Know Your Product Stories? — Weekly Retail Tidbits #235

	ByAmyFay C