Americans can't control themselves around food—or so it would appear based on two new reports on US consumption habits.
A January 2018 survey of US adults by OnePoll for Slickdeals delved into impulse shopping behavior and found food and groceries are the most popular unplanned products that make their way into shopping carts, cited by 71% of respondents. Clothing was second, at 53%, followed by household goods (33%). Takeout food, which was placed in a separate category, also made the top five.
The same survey found that 33% of respondents were spurred by an email promotion, while 21% tended to buy impulsively while online.
A separate survey of US consumers by Brandtrust found that despite elders shaming millennials for wasting their nest eggs on avocado toast, the leading budget-busting category for all generations is food. Some 40% of respondents in the youngest age group (20 to 29) overspent on food and nonalcoholic beverages, while roughly one-third of those 60 and older did so as well.
The generations differed on secondary categories. Those ages 20 to 29—presumably in prime dating years—overspent nearly equally on clothing and beauty products (16.1%) and entertainment (16.4%), while all three middle segments (30 to 59) spent impulsively on children's items. The oldest group had more unexpected emergency expenses (22.4%).