When considering each phase of the customer journey online retailers must make decisions about the variety of product options to display. The purpose of this paper is to help marketers decide how much variety to present to consumers. We provide evidence from three online studies that consumers with depleted self-control include less variety in their choice sets than consumers whose self-control is not depleted. We hypothesize that this effect occurs because consumers with depleted self-control are less able to process the additional information typically associated with more varied choice sets.