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Home » Blogs » How to Use FOMO Marketing : 15 Examples That Actually Work
By Gaurav Parvadiya | Last Updated On August 18th, 2025
You know that anxious feeling when you see a product you like… and it’s almost gone? Or when you get a push notification saying a deal ends in 30 minutes? That’s not just clever marketing, it’s FOMO. And it works. In this article, we are going to discuss some of the deadly examples of FOMO strategies that work.
FOMO, or the fear of missing out, is one of the most effective ways to nudge customers toward a decision. The best FOMO strategies create urgency, tap into curiosity, and break the cycle of “maybe later.” Done well, FOMO for eCommerce leads to more conversions and fewer abandoned carts.
This blog isn’t about hype. It’s a practical breakdown of 15 ways brands use the FOMO strategies to boost sales. We’ll show you what they did, why they worked, and how you can try them too.
At its core, FOMO marketing is about timing and perception. People don’t like feeling left out, especially when it seems like everyone else is acting fast. That’s the fear of missing out. And it’s more common than you think.
You’ll see it in everyday digital life: “Only 2 left,” “Ends in 3 hours,” or “1,200 people have already signed up.” These messages aren’t just decoration, they’re behavioral nudges. Studies show that FOMO marketing can increase the perceived value of a product and cut decision time in half.
Psychologist Dr. Dan Herman, who coined the term “FOMO,” found that FOMO for e-commerce triggers a fear of regret. The message isn’t just “buy now,” it’s “if you don’t, someone else will.”
That emotional friction – urgency, scarcity, exclusivity – drives action. Not because people are irrational, but because they don’t want to be the ones who miss out.
FOMO marketing doesn’t need a big budget or complex tools. What FOMO strategies that work need is good timing, clear messaging, and honest urgency. Here’s how to increase sales with FOMO:
H&M doesn’t overcomplicate it. Their app sends out a message like, “24-Hour Deal: 20% Off Sitewide!” That’s it. No fluff. Just a clear deal and a short window. Because it comes through a push notification, users feel like they’re getting an inside tip, something exclusive. It’s fast, personal, and taps into the classic “act now” instinct.
If you’ve shopped during one of Amazon’s Lightning Deals, you’ve seen this: a live countdown right on the product page. Maybe it’s 15 minutes, maybe an hour – but it’s enough to make you think twice before clicking away. That clock isn’t just visual flair. It’s behavioral design. It says, “You’ve got a window. Use it, or lose it.”
Nike’s SNKRS app isn’t just for shoe drops, it’s a masterclass in timed exclusivity. When you get early access to a drop, you’ll also see a banner counting down your opportunity. It’s not a blanket offer. It’s a targeted FOMO for e-commerce. And that makes it feel earned.
Zara’s product pages do this well. You’re looking at a dress, and right below the size, it says: “Only 2 left.” That’s all it takes. It’s not aggressive. It’s just a quiet heads-up. But it works, because it introduces stakes. You may not have been ready to buy yet, but now you’re thinking, “If I wait, I might miss it.”
On Etsy, the charm is in the numbers. You’ll often see “1 available” or “3 people have this in their cart.” Those little lines carry weight. They’re not sales tactics, they’re real-time facts. And that makes the urgency feel more trustworthy. The shopper isn’t being pushed. They’re just being shown the odds.
Glossier doesn’t just mark products “sold out.” They invite you to join the waitlist, and tell you how many others already have. “5,200 people waiting” isn’t just a number. It’s a community signal. It says this product was good enough to go viral – and next time, you’ll want to act faster.
Tools like UseProof show you those little bubbles on websites: “Jessica from Austin just bought this” or “14 people viewing this page.” It’s not meant to overwhelm you. But it gives the sense that something’s happening and you’re part of the moment.
ASOS marks items with tags like “Hot Right Now” or “Trending.” It’s less about stock and more about buzz. These labels do the job of a friend saying, “Hey, everyone’s loving this.” That small nudge can help users lean into their instincts, especially if they were already on the fence.
Gymshark fills their product pages with photos of real customers wearing their gear. It’s more than proof, it’s an invitation. It says, “Look, people like you already trust this brand.”
Adidas runs members-only releases in their Confirmed app, especially for high-demand sneakers. If you’re not a member, you’re out. That alone creates buzz. But the real magic is in how it rewards loyalty. It makes users feel like being part of the app comes with real perks, not just updates.
Sometimes Amazon launches products that are only visible in the app. That’s smart. It trains users to check the app more often and creates micro-habits around exclusivity. It’s a subtle form of FOMO – “What if I miss something next time because I’m not on the app?”
Fashion Nova sends app-only push alerts like “30% off sitewide – 3 hours only.” These sales often aren’t even advertised on their site. That makes app users feel like they’ve unlocked a VIP door, and they’ll check back more often.
The Body Shop often runs promos like “Get a free mini body butter with orders over $50.” It’s simple. You don’t have to claim anything, it just shows up in your cart. The trick? They usually say, “While supplies last.” That line turns a feel-good extra into a decision driver. You don’t want to miss the gift, even if you weren’t planning to buy.
Glossier sometimes includes surprise mini products in their app orders. They don’t always announce it – but when they do, it’s framed like a treat: “Orders today might include a special something.” It turns shopping into a game. The surprise itself becomes a reason to check out.
In the Target Circle app, coupons often have usage caps like “First 5,000 redemptions only.” That framing changes the value of the discount. It’s no longer about price, it’s about being one of the fast ones.
You’ve probably seen those emails or in-app pop-ups: “Your cart’s still here, but stock is running low!” Shopify merchants using Klaviyo or similar tools often trigger these when an item in the cart is nearly sold out. It adds tension, in a good way. It’s one of the common FOMO marketing examples that create urgency. The customer is reminded not only that they left something behind, but also that they might not get another chance.
Forever 21’s mobile app frequently sends push notifications with messages like, “Still thinking it over? Use code 10NOW for 10% off – next 30 mins only!” It’s a blend of urgency and reward. Shoppers feel acknowledged and incentivized, without needing to be pressured.
ASOS uses cart timers to let users know how long their selected items will be reserved. When customers return to their cart, they might see a small clock icon with a note: “We’ll hold these for 30 minutes.” This FOMO for eCommerce gives users a subtle but effective push and turns indecision into action.
FOMO for eCommerce can skyrocket conversions – but if you overdo it, customers stop trusting you. The key is balance. When used authentically, FOMO builds credibility and action. When used manipulatively, it backfires.
If you say something is “ending in 2 hours,” it really should. If you claim “only 3 left,” don’t reset that number every hour. Consumers are savvier than ever, and fake urgency damages long-term trust. Stick to real deadlines and real limits.
Instead of hammering all users with the same countdown timer, tailor your message to behavior. Someone who left an item in their cart? Send them a timed nudge. Someone who clicked on a drop? Let them know when it’s about to end through a fear-of-missing-out advertising. The more relevant it feels, the less pushy it is.
The best brands don’t use mobile app FOMO marketing only to sell; they use it to reward. Think early access for repeat buyers, secret perks for app users, or exclusive bundles for top-tier members. These limited-time offer marketing examples use FOMO to say: “You’re in a special group.” That’s sticky.
Saying “40 people bought this today” when no one has is a quick way to lose trust. If your product doesn’t have huge numbers yet, use other signals, like reviews, testimonials, or even waitlists. Authentic proof is better than inflated claims.
When the countdown ends, end it. When the deal is over, turn off in-app promotions. Nothing erodes FOMO faster than a timer that resets every day. Even Amazon makes its Lightning Deals feel real by letting them disappear. If customers feel tricked once, they won’t fall for it again.
Q: Why does FOMO work so well in mobile apps?
Mobile app FOMO marketing taps into basic psychology: we fear missing out on things others are enjoying. In mobile apps, this emotion is heightened by immediacy, you’re holding a direct line to exclusive deals, fast updates, and in-the-moment social signals.
Q: Are FOMO tactics manipulative?
Not when used with honesty and transparency. Good FOMO isn’t about tricking people, it’s about giving them a reason to act. If the urgency is real (limited stock, exclusive drop, time-limited deal), you’re simply helping users make a timely choice.
Q: What’s the best FOMO trigger for reducing cart abandonment?
Limited-time offer and low-stock alerts. Both create a window of urgency that turns hesitation into action. Add some personalized messaging, and the odds of conversion increase even more through these best FOMO strategies.
Q: How can I measure the success of FOMO tactics in my app?
Track metrics like abandoned cart recovery rate, push notification click-through rate, and average session duration post-FOMO trigger. These KPIs help you understand if users are not just engaging, but completing their actions.
Q: Can FOMO marketing backfire?
Yes, if overused or dishonest, in-app promotions can backfire. If users constantly see “Only 2 left!” on everything – even months later – they’ll lose trust.
Gaurav is the founder and CEO of Twinr, a tech entrepreneur with a decade of experience and a passion for SaaS. With a Master's degree in Computer Science, he specializes in no-code development, driving innovation in the mobile app industry. When he's not busy growing the company, you'll find him writing about tech, growth, software development, e-commerce, and occasionally sneaking in a game of badminton.