Impulse Buying Statistics: Spending Habits & Trends (2024)
Impulse buying is an important aspect of consumer behavior, with many purchases made spontaneously rather than planned. In 2024, impulse buying continues to shape the retail landscape, online and in physical stores. Around 84% of shoppers report that most of their purchases are unplanned, and the average consumer makes about 9.75 impulse buys per month, spending approximately $150 monthly on these purchases. Sales and discounts are major triggers, with 72% of online shoppers making impulse purchases due to advertised discounts.
Whether you’re a marketer looking to optimize your strategies or a consumer curious about your shopping habits, these statistics will show the current state of impulse buying and its latest trends.
Impulsive Shopping Statistics 2024 – Top Picks
- 40% of money spent on e-commerce is due to impulse buying.
- In 2024, 84% of people have made impulse purchases.
- 80% of impulse purchases are made in a physical store.
- The 18 to 24 age group shops impulsively the most.
- Shoppers in the US spend an average of $150 monthly on impulse purchases.
How many shoppers do impulse buying?
- 84% of all shoppers have made impulse purchases in 2024.
This behavior exists in both online and physical stores, with 72% of online shoppers making impulse buys due to advertised discounts. This high percentage shows that emotional and psychological factors greatly influence spending habits, with many consumers choosing immediate satisfaction over careful decision-making.
- 8 out of 10 impulse purchases are made in a brick-and-mortar store.This trend highlights how in-store experiences, such as engaging displays, strategic product placements, and sensory elements like lighting and music, can significantly influence shoppers’ decisions. Retailers can capitalize on this to encourage browsing and unplanned purchases.
- 13% of buyers make impulse purchases during planned shopping trips.While most buyers shop as per their decided shopping lists during planned trips, the 13% engagement in impulse buying suggests there's potential to influence purchasing decisions. By creating an engaging shopping environment and highlighting attractive offers, stores can capture the attention of these buyers and encourage unplanned purchases, ultimately boosting sales and enhancing the overall shopping experience.
(Source: Invesp)
Why do consumers buy impulsively?
- The most common features that encourage impulse buying, found on 75% of websites, include member/rewards program discounts, discounted prices, product ratings and reviews, sale pages, product interactivity (such as photo zoom/spin), and easy returns/refunds.
On the other hand, the least common features, present on fewer than 3% of websites, are entry into sweepstakes with a purchase, countdown clocks for limited-time availability, quick check-out buttons, discounts for first-time purchases, virtual dressing rooms, and notifications showing that social media friends have bought the product.
- The top two motivators, cited by 34% of respondents, were “Price was too good to pass up” and “Treat myself.” These findings suggest that discounts and self-indulgence are key to spontaneous shopping decisions.
The third reason, “Looked too good to pass up,” influenced 29% of impulsive buyers. This indicates the impact of visually appealing products on online shopping behavior. Additionally, 23% of people purchased because the item had been on their minds for some time. 20% of respondents cited ease of purchase as a reason for impulsive buying.
(Source: Statista, Impulse Buying Research-UMICH)
Impulse Buying Consumer Demographics
- 57% of women worldwide have impulsively purchased clothes or shoes.
- 49% of male consumers have made unplanned purchases of electronics.
- Men are generally more likely to spend more during impulsive shopping sessions, with an average purchase amount of $105.35. In comparison, women tend to spend less on impulse buys, with an average of $70.97 per session.
- Toys, games, or books are some of the more popular impulse buys:- 44% of men and 38% of women have bought these items impulsively.
- Home, furniture, or garden products are nearly equally popular for impulse purchases:23% of men and 24% of women indulge in these categories.
- 48% of female shoppers and 54% of male shoppers never regret their impulse buys.
- 18 to 24-year-olds make 49% of their purchases impulsively.
- 25 to 34-year-olds make impulse buys 46% of the time. Younger consumers in this age group tend to be more driven by trends, social media influence, and a desire for instant purchases.
- 35 to 44-year-olds purchase impulsively 43% of the time.
- 45 to 64-year-olds make 41% of their purchases on impulse.
- 65 and older consumers make 35% of their purchases impulsively. Older adults are generally more cautious and deliberate with their spending, often prioritizing savings and necessities.
Impulse Buying by Age
| Age (in years) | Impulse Purchases |
| 18-24 | 49% |
| 25-34 | 46% |
| 35-44 | 43% |
| 45-64 | 41% |
| 65+ | 35% |
(Source: Capital One Shopping)
Impulsive Shopping Expenditure Statistics
- In 2023, U.S. consumers spent an average of approximately $150 per month on impulse purchases. This represents a significant decline in impulsive shopping, as it is less than half of the average monthly spending seen in 2022.
- 40% of all the money spent on e-commerce is due to impulse purchases.This means that nearly half of the money consumers spend online is unplanned and spontaneous, highlighting the powerful influence of impulsive buying behavior in the digital marketplace.
- Over half of U.S. shoppers – approximately 54% – admit to making impulse purchases that exceed $100. Whereas, 20% admit to spending at least $1,000 on unplanned buys.
The figures highlight that impulse buying isn’t just limited to small, spontaneous purchases but can also involve larger amounts of money, reflecting a widespread tendency toward spending beyond what was initially budgeted.
Top Products Bought on Impulse
Clothing is the most popular item purchased on impulse in the USA, with 35% of respondents admitting to buying it. Food/groceries and household items follow closely behind, with 30% and 29% respectively.
Other products frequently bought on impulse include shoes (28%), technology (27%), books (27%), takeout (26%), toys (25%), coffee (25%), and spa services (24%).
(Source: Statista)
Impulse Buying Social Media Statistics
- 48% of social media users have impulsively bought an item they first saw on their social media feed.
The constant exposure to visually appealing ads and influencer promotions makes social media a powerful platform for driving unplanned purchases.
- 55% of TikTok users make impulse buys directly through the app.
TikTok's highly engaging content and trend-driven shopping culture often create a sense of urgency that encourages spontaneous spending.
- 46% of Instagram users and 45% of Facebook users log in specifically to make impulse buys.
These platforms are made for visual content, showcasing products through targeted ads, influencer posts, and user-generated content that push users toward impulse decisions.
- 43% of X (Twitter) users impulsively buy items advertised via tweets.
Though primarily a text-based platform, Twitter's quick updates, and promoted tweets create frequent exposure to products that lead to spontaneous purchases.
- The mean annual spending on social media impulse buys is $754.
The combination of convenient purchasing options and constant exposure to attractive deals significantly increases yearly spending on these platforms.
- 70% of impulsive shoppers on social media spend $100 or more annually.
Social media's ability to target users with personalized ads and exclusive offers encourages higher spending among those who frequently make unplanned purchases.
- 26% of impulsive shoppers on social media spend $500 or more annually.
The seamless integration of e-commerce on social platforms, combined with effective marketing, leads to more significant, unplanned spending. - 61% of Millennials (born 1981-1996) have impulsively bought an item they first saw on social media.
Millennials, being the most active on digital platforms, are highly influenced by social media trends and are often targeted by tailored ads that drive impulsive purchases.
- 60% of Generation Z (born 1997-2012) have been driven by social media ads to make impulsive buys.
Generation Z, highly immersed in social media culture, is particularly susceptible to visual content, influencer marketing, and trending products, leading to frequent unplanned purchases.
- 42% of Generation X (born 1965-1980) have used social media for impulse buying.
While not as engaged with digital platforms as younger generations, Gen X is increasingly influenced by social media platforms for shopping, particularly when ads align with their interests.
- 34% of Baby Boomers (born 1946-1964) have made at least one impulse purchase on social media.
Though they are more cautious spenders, Baby Boomers are steadily adapting to online shopping, and social media platforms are catching their attention with targeted ads that occasionally lead to impulse buys
Impulse Purchases Driven by Social Media
| Generation | Impulse Purchases on Socials |
| Millennials | 61% |
| Generation Z | 60% |
| Generation X | 42% |
| Baby Boomers | 34% |
(Source: Capital One Shopping)
Online Impulse Purchase Return Statistics
Among consumers who have returned an item online in the past three months, less than 15% reported that impulse buying was the reason for their return.
The major factors driving online returns include issues like incorrect size or fit, which accounts for nearly half of all returns, and unmet product expectations. Here are some detailed pointers on why people return their online purchases-
- The most common reason for online returns is incorrect size or fit, accounting for 47% of returns.
- 37% of returns are due to products not meeting customer expectations.
- Faulty or damaged products upon arrival contribute to 36% of returns.
- 29% of customers return items because they look different in person than online.
- Receiving the wrong product is a reason for 25% of returns.
- 15% of customers add different colors or sizes to their orders to ensure they get the right item.
- 13% of customers return items after finding them cheaper elsewhere.
- Less than 15% of returns are attributed to impulse buying.
- 11% of customers buy unnecessary items to qualify for free shipping.
- 11% of customers admit to impulse buying online and sometimes taking risks with returns.
- 10% of returns are due to products arriving too late.
(Source: GWI)
Social Media Impulse Purchases
Customers in the US have spent an average of $754 on impulsive purchases influenced by social media. Among these impulse buyers, about 26% reported spending at least $500 on such purchases.
Men and younger adults, in particular, tend to spend significantly more on impulse buys driven by social media. On average, men spent $999 on impulsive purchases over the last 12 months – nearly double the amount spent by women, who averaged $518.
(Source: Bankrate)
Impulse Buying Regret Statistics
- 36% of impulse buyers regretted their purchase because they found the quality to be subpar, not meeting their expectations.
- For 26% of consumers, the product did not match the images or descriptions provided on the site, leading to disappointment and return.
- 25% of impulse buyers realized they didn't need the item or that it wouldn't be used, leading them to return the purchase.
- 23% of people felt that the product was not worth the price they paid, considering it to be a poor value for their money.
- 20% of impulse buyers were dissatisfied with the fit of their purchase, which did not meet their expectations or needs.
- 17% of consumers found that they couldn't afford the item, leading them to regret and return the product.
(Source: SimplicityDX)
Top websites for impulsive shopping
These websites highlight the effectiveness of impulse-buying strategies in driving consumer behavior, using a combination of fast purchasing options, enticing deals, and minimal friction in the shopping experience. Here's an overview of the top five websites by the number of impulse buying features:
1. Macy's (Apparel/Accessories)
- Impulse Features: 34
Macy's tops the list with 34 impulse-buying features. As a major retailer in apparel and accessories, Macy's offers features like limited-time offers, flash sales, and curated product recommendations that encourage customers to make quick purchasing decisions. The relatively low number of deliberation features highlights its focus on driving immediate sales rather than promoting extended decision-making.
2. OpticsPlanet(Sporting Goods)
- Impulse Features: 33
Specializing in sporting goods, OpticsPlanet ranks second with 33 impulse-buying features. The website uses “quick add-to-cart” options and promotional discounts on outdoor gear, driving customers toward fast decisions. Despite having four deliberation features, the emphasis remains on impulsive shopping, catering to enthusiasts looking to make quick purchases.
3. Amazon (Mass Merchant)
- Impulse Features: 32
As a dominant global e-commerce giant, Amazon uses various impulse-buying features like "Buy Now buttons, one-click purchases, and personalized recommendations. While Amazon does provide tools like detailed reviews and comparison options (deliberation features), the platform is well known for nudging users toward immediate purchases with flash deals and limited-time discounts.
4. Newegg (Computers/Electronics)
- Impulse Features: 32
Newegg, a leading electronics retailer, has 32 impulse-buying features designed to capture tech enthusiasts and gamers. The website incorporates flash sales, daily deals, and quick purchase buttons that encourage customers to buy products on the spot, especially for tech gadgets and peripherals.
5. Target (Mass Merchant)
- Impulse Features: 31
Target, another mass merchant, follows closely with 31 impulse-buying features. Known for its broad product range, Target has add-ons, limited-time promotions, and easy checkout processes to promote impulse purchases. The balance between mass-market appeal and product accessibility effectively drives spur-of-the-moment decisions.
Top Websites by Impulse Buying Features
| Website | Product Type | Impulse Features (count) |
| macys.com | Apparel/Accessories | 34 |
| opticsplanet.com | Sporting Goods | 34 |
| amazon.com | Mass Merchant | 33 |
| newegg.com | Computers/Electronics | 32 |
| target.com | Mass Merchant | 31 |
| officedepot.com | Office Supplies | 30 |
| jcpenny.com | Apparel/Accessories | 30 |
| ebay.com | Mass Merchant | 29 |
| bedbathandbeyond.com | Housewares | 28 |
| travelocity.com | Travel | 28 |
| midwayusa.com | Sporting Goods | 28 |
| bestbuy.com | Computers/Electronics | 28 |
| ae.com | Apparel/Accessories | 28 |
| staples.com | Office Supplies | 27 |
| build.com | Hardware | 27 |
| williams-sonoma.com | Housewares | 27 |
| ebags.com | Apparel/Accessories | 27 |
| nyandcompany.com | Apparel/Accessories | 27 |
(Source: Impulse Buying Research-UMICH)
FAQs on Impulse Buying
Impulse buying, characterized by spontaneous and unplanned purchases, is a common behavior among consumers, often driven by emotional triggers or immediate desires rather than practical needs. This behavior frequently leads to regrets and returns, prompting questions about its impact and how to manage it effectively. Understanding the frequently asked questions about impulse buying can provide valuable insights into why people make these unplanned purchases
What are the 4 signs of impulse buying?
Here are four common signs of impulse buying:
- Spending without prior planning: Making purchases on a whim without any premeditation or budget.
- Seeking instant gratification: Buying items to quickly satisfy a desire or improve mood.
- Experiencing buyer’s remorse: Frequently regretting purchases and sometimes returning items.
- Financial stress: Often facing money problems due to unplanned spending.
What is an example of impulsive buying?
An example of impulsive buying could be when you’re at the checkout line in a grocery store and you suddenly decide to grab a candy bar or a magazine that you hadn’t planned to buy. This spontaneous decision is driven by the immediate temptation and convenience of the items placed near the register.
What are the 4 types of impulse buying?
The four types of impulse buying are:
- Pure Impulse Buying: This is the most basic form, where a consumer purchases without any prior intention, often driven by emotions or sudden desires.
- Reminder Impulse Buying: This occurs when a consumer sees a product and remembers that they need it or have wanted it before, prompting an unplanned purchase.
- Suggestion Impulse Buying: Here, a consumer buys a product after being influenced by a suggestion, such as a recommendation or an advertisement, even though they didn’t initially plan to buy it.
- Planned Impulse Buying: This type involves consumers who go shopping to make some purchases based on deals or promotions they might find but without specific items in mind.
Is impulse buying good or bad?
Impulse buying can be both good and bad. On the positive side, it can bring immediate joy and help you discover new products or take advantage of deals. However, it can also lead to financial stress, regret, and clutter if done excessively. Balancing impulse purchases with mindful spending is key to enjoying the benefits while minimizing the drawbacks.
How to resist impulsive buying?
To resist impulsive buying, create a shopping list and stick to it, set a budget, and give yourself a pause before making a purchase. Avoid environments that trigger impulsive spending, such as malls or online shopping sites, and unsubscribe from promotional emails. Reflect on your shopping habits and replace emotional shopping with free activities.
How do you trigger impulse buying?
Impulse buying can be triggered by creating a sense of urgency with limited-time offers, using eye-catching displays, offering discounts or freebies, and placing lower-priced items near checkout areas. Additionally, leveraging social proof, such as customer reviews and recommendations, can encourage spontaneous purchases by making shoppers feel they need to act quickly to get a good deal.
