How To Manage Your Impulse Buying Habit

There are healthier coping strategies than reaching for your credit card during times of emotional ambiguity.

By Mark Travers, Ph.D. | January 17, 2024

Have you ever walked into a store with a simple grocery list in hand, only to emerge with a cart full of items you never intended to buy? You're not alone. 

Impulse buying is a common behavior that can later leave us perplexed by our decision-making and its resulting expenses. Research shows that while not all unplanned purchases are impulsive, impulsive purchases are characterized by an urgent desire to own a product and usually experiencing regret after.

Here are three reasons why we can't seem to resist the temptation of impulse buying.

1. The Persuasive Power Of Marketing

The allure of impulse buying often lies in the pervasive influence of marketing and advertising. Research shows that while we do have autonomy over our purchase decisions, the meticulously crafted messages, aesthetic visuals, captivating music and logical or emotional appeals employed by advertisements can resonate with an individual, evoking emotions such as joy, nostalgia and serendipity, reminding them of aspirations and needs, triggering immediate desire for a product or service.

These advertising-induced impulses can override rational decision-making, encouraging unplanned purchases. The promise of immediate gratification, combined with the perceived benefits portrayed in advertisements, creates a sense of urgency and excitement, making shoppers more susceptible to their impulses.

Many advertisements also tap into the psychological fear of missing out. When buyers perceive an opportunity as fleeting, they may act impulsively to avoid losing out on a great deal or a unique, once-in-a-lifetime experience.

2. The Psychological State Of The Buyer

Research shows that impulse buys are usually emotion-driven and signify lower levels of self-control, whereby the cognitive capacity to evaluate the consequences of a purchase is impaired. A dilemma arises between seeking the instant reward versus considering the possible long-term negative consequences of buying the product.

Additionally, a 2021 study suggests that higher levels of perceived stress and social isolation, along with extended periods of leisure time can create unhealthy shopping tendencies. Psychological factors such as a lower level of life satisfaction and self-esteem, along with higher levels of anxiety, boredom, depression and materialistic and hedonistic tendencies have also been linked to more impulsive buying.

Research also shows that individuals often shop as a coping mechanism to navigate sadness and restore a sense of personal control by abusing their agency to make their own choices in a shopping experience. The roots of an impulse buy seemingly lie in one’s current emotional state and perception of their life.

3. An Attractive Shopping Environment

A store’s ambience and display can also influence emotions and decisions, leading to an impulse buy. For instance, consider encountering attractive, strategically curated displays and signs highlighting a flash sale on a brand of high-end watches. Even though you had no intention of buying a watch when you first arrived, the allure of owning a luxury watch at a fraction of the regular price, combined with the sense of urgency created by the sale, convinces you to make an unplanned, impulsive purchase. 

A 2019 study found that in-store sales promotions such as “buy one get one free,” discounts and coupons all motivate buying behavior. Research shows that purchases made in physical stores are typically more impulsive than online purchases, as real-life environments engage all five senses, providing a level of stimulation that online shopping cannot match.

According to a 2018 study, 40% of shoppers indulge in unplanned expenses in physical stores compared to 25% while shopping online. However, the researchers also found that online platforms like Facebook and Instagram can encourage impulse buying as they provide visual cues and social proof of product benefits from one’s favorite influencers or friend circle.

Conclusion

Understanding the psychology of impulse buying can help individuals become more mindful of their spending habits as well as their psychological well-being. While impulse buying may be tempting, by cultivating awareness and self-control, it's possible to make more intentional purchasing decisions, avoid regret and enjoy your shopping experiences a lot more.

A similar version of this article can also be found on Forbes.com, here.