Impulsive shoppers can make split-second purchasing decisions. They're not on the lookout for a specific product, so your product benefits might not always sway them.
Customers who act on impulse are sensitive to trends, recommendations, and special offers. Their decisions are largely emotion-driven. They represent one of the most valuable segments in terms of revenue. Many e-commerce stores, especially those involved in dropshipping, heavily rely on them. Statistically, impulsive purchases account for 40% of e-commerce. Up to 20% of the average household grocery bill is spent on items bought on impulse alone.Profile of an Impulsive Shopper
According to data aggregated from various studies by Invesp
, single shoppers make 45% more impulsive purchases than married couples. Of all generations, millennials are the most prone to sudden buys, with 52% admitting they enjoy unplanned, impulsive shopping. Interestingly, 46% of men regret their purchases, while this figure is slightly higher for women at 52%. Yet, Brandongaille
reports that 75% of shoppers feel elated after making spontaneous purchases.
Regarding the emotional state at the time of purchase, joyful and elevated moods lead the way: 50% of women and 46% of men make impulsive purchases when they're feeling good. Boredom-induced shopping is reported by 32% of women and 28% of men. Intriguingly, sadness spurs more women to shop than men: 28% versus 14%. However, the tables turn when alcohol is involved: 13% of men make impulsive buys under its influence, compared to just 5% of women. In fits of anger, 10% of men and 13% of women are prone to spontaneous shopping.How to Sell to Impulsive Customers:1. Clear the Path:
Eliminate any distractions that might come in the way of impulsive buyers. You must ensure their buying impulse is not wasted when it arises. Streamline the steps needed for placing an order and make the checkout process swift and smooth, lest they change their mind.2. Inject Some Urgency:
Time-limited offers work wonders with impulsive buyers—they thrive on adrenaline. Scarcity tactics, strong Call to Actions (CTAs), and well-articulated product benefits can also be effective.3. Stay Connected:
Periodic offers sent via email, messengers, and SMS can keep the interests of impulsive customers piqued. They aren't the most loyal bunch, so nudging them with reminders of your attractive deals can only be beneficial.4. Limit Choices:
All types of customers can be overwhelmed by too many options
. When faced with excessive choices, they might postpone their buying decision, perhaps to another time or another place. A fascinating study by Sheena Iyengar illustrated this phenomenon. In her experiment, she presented two groups with 6 and 24 different varieties of jam, respectively. While 60% were attracted to the larger variety and only 40% to the smaller, the actual purchasing was higher for the group with fewer choices: a whopping 30% compared to a mere 3% from the other group. The takeaway? The likelihood of purchasing jam was six times higher with the 6 varieties than the 24.5. Leverage Social Media:
Platforms like Instagram and Pinterest are perfect for tapping into buyers' impulsive emotions. If they like what they see, you're likely to notch up another sale.