Can You Relate? Study Shows We’re Losing the Fight Against Impulse Shopping

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June 8, 2012 ‐ By Charlotte Young

You created a budget and made your shopping list. You strictly told yourself that if an item wasn’t written on this list, it wasn’t going into your cart. But then you got to the store and everything changed. MSNBC reports that the 2012 Shopper Engagement Study reveals that 76 percent of the average shopper’s purchase decisions are made in the store.

“What you find is that people will tell you they plan to do one thing, but their actual behavior will be quite different,” Richard Winter, president of Point of Purchase Advertising International said to MSNBC. Point of Purchase is the marketing association that conducted the survey.

It seems that over the years people are losing their discipline–the study also observed that this percentage is an all-time high. The study interviewed 2,400 shoppers as they were about to shop and after their shopping trip was over.

Females are especially susceptible to store displays which often persuade them to change their minds from a favorite brand to another product. On top of it all, a large number of people actually leave the store without buying everything on the list, whether it’s because they forgot or the price wasn’t what they expected.

But all this unplanned spending comes with a high price tag for consumers. So what can you do to make sure you stay in-line?

Pay with cash. The study also found that those who pay with credit or debit cards are more likely to spend more money. Not only does cash place a limit on how much you’re able to spend, when you can physically see the money leaving your pocket, you’re less likely to spend.

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