3 out of 4 consumers confesses to having made purchases on impulse, according to the study conducted by CreditCards, where the influence of emotions shown in purchasing decisions.
As shown in the report published in the United States, the mood significantly affects consumers, driving them to buy, especially when they are excited, but also in situations of boredom, anger, or sadness, and even if you have drunk.
According to survey data, the value of these non-considered purchases can be considerable. 16% of them spent more than $ 500 in just a purchase, while 10% exceeded $ 1,000. Some purchases both online and in physical stores are recorded. The data show that the act of buying online does not necessarily affect these instincts.
The report shows that a mood of enthusiasm led to 49% of these impulsive consumers, while 30% bought boredom, 22% felt sad, angry and 9%. These instincts led almost equally to men and women, with some differences, such as men spend more on these impromptu shopping while women are more affected by the feeling of sadness.
Specifically, 13% of men who bought on impulse admitted having drunk, opposite to 5% of the females. Meanwhile, 28% of women said was carried away by sadness; a feeling that only led to 14% of men, at the time of purchase. Instead, impulses of men could cost over a thousand dollars, while women were able to restrain their impulses to a maximum of $ 25.
The study shows a direct relationship between the age of buyers and their impulsive instincts. Thus, among the over 65s, 60% make purchases unplanned, whereas in the case of young people up to 30 years, this percentage rises to 90%.
Another important fact is that they could not find differences in terms of economic income, when making these purchases. All consumers alike were carried away by emotions, regardless of their economic availability. Interestingly, despite being unplanned purchases, only half of consumers regret their purchases. A fact that significantly affects more women (52%) than men (46%).
Retailers have before them a great opportunity to boost sales by creating attractive proposals, intended to impact the customer’s emotional side. Leaving in the background the rational arguments to appeal to the heart of the customer.