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BizReport : Ecommerce archives : November 21, 2016

Survey reveals extent of impulse purchasing

Impulse shopping by people in the UK generates an estimated £21.7 billion (US$26.7 billion) each year, according to new research from Display Mode.

by Helen Leggatt

The average shopper in the UK spends around £416 (US$513) in a year on items that were not originally on the shopping list. The average price tag on an impulse purchase was £8 (US$10). The findings are the result of a survey by Display Mode among 2,512 UK-based shoppers over the age of 18.

All of those surveyed admitted to making impulse purchases and more than half (54%) said they did so on every shopping trip. Two-thirds (62%) said the items purchased on impulse were "wanted not needed" and 21% said the purchases were those they thought "might come in handy". Just 16% said impulse purchases were always items they needed.

However, the majority (71%) said they had items at home that were bought on impulse but which they had found no use for and were planning to throw out.

Leon Edwards, managing director at UK-based Display Mode advises businesses to concentrate efforts on maximizing store displays to boost consumers' impulse buying behavior.

"Psychologically we often feel that, if something is on offer or is going out of stock, we have to buy it right now or else we'll miss out further down the line," said Edwards. "Retailers have to realize that how they present their products really does affect consumers' decisions. The displays could be the difference between a purchase and no purchase."

Tags: display, holiday 2016 shopping trends, research, store trends, UK

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