They say retail therapy is sometimes the best therapy – with this mindset, brands should consider catering marketing strategies to impulse buying behaviors. According to Varsha Jain, PhD., Deputy Editor of the Journal of Consumer Behavior, “impulse buying is a common phenomenon where consumers make unplanned purchases without giving much thought to the decision-making process. This behavior is often attributed to psychological factors that are triggered in the moment, leading to an urge to buy” (Jain, 2023). Knowing this spur-of-the-moment decision is possible at any given moment, marketers should do their best to understand and leverage this unique buying behavior to their benefit.
Because this happens without intent, stimuli, and incentives around consumers are crucial in triggering this event. Shopify author Micheal Kennan concluded five different reasons why customers might impulse buy: the feeling of getting a deal, instant gratification, physical stimuli, product placement, and novelty (Kennan, 2018). With all of these in mind, brands should utilize thoughtful product placement near checkouts, flashy displays showing sales or limited-time deals, and act now verbiage or CTAs to create a sense of urgency.
Understanding the capabilities of impulsive buying can set brands apart. By operating based on consumer psychology and possibilities within the buyer purchasing process, companies can facilitate action and trigger this onset phenomenon.