Whether you've bought them or not, everyone knows that the candy, soda and magazines displayed at the cash register are designed as last-minute temptations. Impulse purchases are just a part of the in-store shopping experience. But do these unplanned buys translate online?
Shoppers themselves say they sometimes make impulse purchases when buying online, but not as often as they do in-store.
According to an August 2018 Field Agent survey, 65% of US online grocery buyers said they made fewer impulse purchases online compared with in-store, while 18% said they made more.
Similarly, in a December 2017 Avionos survey of US internet users, 70% cited in-store as the channel through which they would most likely make an impulse purchase. Desktop (12%) and smartphone (10%) trailed by a large margin.
The reasons given for not making impulse purchases online were revealing. In the Field Agent survey, more than one-third of respondents said that they follow a shopping list more closely when online shopping (36%), and that impulse buys satisfy an immediate gratification (35%), an itch that isn't scratched digitally.