People usually have some idea about what they are going to buy before leaving home for shopping. However, the initial list of purchases to be made does not always correspond to the list of purchases one finally brings home from a department store, a shopping mall, or an online store. This happens because impulse buying, one of the aspects of consumer shopping behavior, is among the shopping habits of many people.
In 2001 User Interface Engineering, a research and consulting company, conducted a research on the reasons of spontaneous shopping. The group studied impulse buying on e-commerce sites, and the results showed that almost 40% of the money spent by shoppers was spent for spontaneous purchases.
The Reasons of Impulse Buying
Most of the impulse buyers motivate their shopping behavior by the following:
- Lowered prices
- Product is on sale
- Free shipping
So, in many cases people buy not because they need or want the particular thing, but simply because they can’t pass by an offer that seems to be incredibly attractive.
The Results of Spontaneous Shopping
As a result of spontaneous shopping, people’s homes may get filled with absolutely unnecessary things, wardrobes- with clothes buyers have nothing to wear with, and fridges- with food people are not really found of. Unfortunately, these facts become obvious only after the purchase is made, and the product- brought home. Among the results is not only sorrow for buying something totally unneeded, but also an unpleasant lightness of the previously full wallet.
How to Avoid Impulse Buying
- Plan the shopping. The first step towards avoiding spontaneous shopping is, of course, planning. Decide what should be bought before leaving home for shopping. Create a shopping list that includes everything that has to be purchased.
- Plan the budget. Decide how much money should be left out of the wallet this time, and don’t overspend.
- Stop and think. Before making an unplanned purchase, make sure to think whether that particular thing is really needed or wanted. Does the house really need that new front door? Is there anything in the wardrobe that will really match that dress? Will that tomato soup be really enjoyed by the family?
- Don’t let the price factor take over. Cheap is not equal to good, useful, or needed.
Impulse buying is not one of the best shopping habits a person may have. It fills the house with unneeded things, and may empty the wallet within minutes. Therefore, be wise enough to thoroughly think over the necessity of each purchase. Though lower price or free shipping may seem attractive and beneficial, make sure to spend some minutes for comparing the price to that of other sellers, and thinking of whether that purchase is really what your life lacks.
Read more: How to Save Money on Grocery Shopping.
Sources:
User Interface Engineering. “What Causes Customers to Buy on Impulse?” E-Commerce White Paper. Bradford, MA: USE, 2001.
Alla Kondrat - Alla Kondrat+ is a Feng Shui topic editor at Suite101.com, as well as a full time freelance writer and translator (Russian and Ukrainian). ...
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