Consumers often buy products they never planned to purchase, only to question the decision after leaving the shop or receiving an online delivery. Researchers and consumer behaviour experts say such purchases can be influenced by a combination of psychological responses, marketing strategies and changing shopping habits.
Impulse buying is widespread and does not necessarily mean consumers lack financial discipline or sound judgment. The way products are presented, the pressure created by limited-time offers and the anticipation associated with acquiring something new can all influence purchasing decisions.
A study by Slickdeals found that the average consumer in the United States spends more than $314 a month on unplanned purchases. Over a year, that amounts to more than $3,700 spent on items such as clothing, food and electronics that were not included in the original shopping plan.
The fashion industry provides another example of changing consumption patterns. Research by the Ellen MacArthur Foundation found that clothing purchases have increased substantially over the past two decades, while many garments are worn only a limited number of times before being discarded.
Impulse purchases are also common at points of sale. A study conducted across seven countries found that 24% of respondents were very likely to buy snacks they had not planned to purchase after encountering them in stores.
The growth of online shopping has made unplanned purchases easier. Digital platforms allow consumers to discover products, compare options and complete transactions within minutes. According to Statista, more than 2.6 billion people shop online globally, creating a vast market in which convenience can contribute to spontaneous spending.
Psychology also plays a role. Dopamine, a neurotransmitter involved in motivation and reward, is associated with anticipation and the expectation of pleasurable experiences. The excitement of wanting and anticipating a purchase can therefore be stronger than the satisfaction that follows once the item has been acquired.
This can help explain why some consumers experience regret after buying something they did not need. Once the anticipation disappears, they may reassess the purchase and realise that their original need was limited or that their money could have been used elsewhere.
Retailers and advertisers also use urgency to influence buying decisions. Messages such as “sale ends today” or “only a few left” can create pressure by making consumers feel they may miss an opportunity if they wait.
French philosopher Denis Diderot described another pattern of consumption in which acquiring one new possession can create a desire for additional items that match it. The idea is now known as the “Diderot effect.”
For instance, buying a new set of chairs may make a consumer feel that the dining table, carpet or even the colour of the walls no longer fits the room. A single purchase can therefore lead to several others that were not originally planned.
The same behaviour can be seen in consumer electronics. People with fully functional smartphones may replace them when manufacturers introduce newer models with upgraded cameras, screens or designs, even when the existing devices continue to meet their needs.
As shopping becomes increasingly convenient and marketing becomes more targeted, understanding the factors behind impulse buying can help consumers make more deliberate decisions before spending money on products they may not actually need.
