Consumer society is changing at an immense pace, with technology and the expansion of online connectivity being one of the key drivers of these changes. Speaking of marketing as a part of consumer society, it is evident that it is also undergoing transformations. The emphasis is on speed and efficiency, which also applies to marketing tricks. Various marketing practices have evolved throughout history and have become increasingly complex. This paper addresses marketing tricks as a phenomenon that potentially shapes consumer behavior without them being directly aware of it. It is clear that consumer practices are not solely a reflection of free will but also the result of the actions of marketing professionals. In the theoretical part of the paper, different methods used by corporations to improve sales through marketing tricks are presented. The empirical part of the research includes an investigation of how marketing tricks are used by retail chains such as Konzum, Lidl, dm, and Müller. The analysis of marketing tricks was conducted through interviews with marketing experts and the examination of the content of advertisements and promotional videos. The research aims to determine which marketing tricks are most commonly planned and used by these corporations (interview) and to identify the main characteristics of marketing and the use of marketing tricks in the advertisements and promotional videos of these corporations (content analysis). The research found that corporations intentionally use tricks such as product placement, tricks related to colour and music, price manipulation, creating a sense of urgency, product grouping, anthropomorphism, and partially emotional manipulation. The obtained results indicate the existence of marketing tricks in both advertisements and promotional videos of corporations, including the use of trigger words, food depiction or instigation of the desire to buy, the use of humour, targeting emotions, as well as anthropomorphism, the use of celebrities, matching visual and audio elements, and the direction of advertisements.