Industry research
BRITS SPEND OVER £3 BILLION ON IMPULSE BUYS EVERY MONTH
91% of Brits admit tomaking an impulse buy every month with the average person spending £48 on spur-of-the-moment purchases, according to new research recentlycommissionedbyushereatWhistl. That adds up to a staggering £3.1 billion every month or £37 billion a year, which is great news for the British economy! Supermarkets appear to be where most impulse buys are made with over half (59%) of shoppers admitting they added more to their baskets than they intended. Online retailers including Amazon and eBay were named as the next most likely places where consumers made a quick click and buy. Insomnia and alcohol are cited as the most common reasons for unplanned purchases. Over a third (39%) of Brits admitted late night browsing online tempts them to the checkout, whilst 24% said having a drink got them in the mood for clicking ‘buy now’. Others claimed they find special offers irresistible, making themmore likely to buy on the spot. According to the survey, women are more impulsive than men. Only 6.5% of women said they never buy on impulse, compared to 12% of men. However men actually spend 11% more than women on the average unplanned purchase. When it comes to speed of delivery, some shoppers aren’t as eager as they first appear with over a quarter (28%) of those surveyed saying they are happy to wait a week. However a third are not so patient, only willing to wait two or three days. Melanie Darvall, Director of Marketing & Communications at Whistl said: “Today more andmore Brits are used to being able to get hold of anything they want or need at the touch of a button. From adding an extra bottle of wine to your basket at the supermarket to splashing out on a new pair of heels that are 30% off ‘just because’. These types of purchases can soon add up but it’s great to see somany shoppers being savvy when it comes to getting the best prices and quickest delivery. “Impulse buying has always played a key role in the retail mix, and with the rise of online shopping, retailers must offer a seamless experience with easy navigation, fast payment and a choice of delivery options.”
TOP 5 PURCHASES
56%
CLOTHES
49% 34%
FOOD & DRINK
HOME ACCESSORIES
27%
SHOES
22%
JEWELLERY
8
Whistl Magazine • Autumn 2017
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