impulse shopping survey (cbc marketplace)

7/23/2019 Impulse shopping survey (CBC Marketplace)

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Source: CBC Research Toronto

MarketplaceImpulse Purchases

November 2015


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Source: CBC Research Toronto 1

Impulse PurchasesObjectives & Methodology

The producers of Marketplace commissioned a survey on impulse purchases to be included in a

Marketplace episode to be broadcast in the 2015/16 season. The surveys objective was to gauge how

much money people spend on impulse purchases, why they make impulse purchases and whether they

regret their decision afterwards.

A series of questions were asked by EKOS in their online panel (Probit) among Anglo Canadians. The

survey was in field from October 30 to November 4, 2015 among a representative sample of 1,021

Canadians 18 years of age or older.


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Amount spent on Impulse Purchases in the past year

2

11%

14%

20%

33%

8%

7%

1%

1%

3%

3%

Less than $25

$25 to less than $50



$500 to less than $1,000

$1,000 to less than $5,000

$5,000 to less than $10,000

$10,000 or more

Never made an impulse purchase

Don't know

Q1 What is the most you have spent in the past year on an impulse purchase?

Over nine-in-ten (95%) of respondents said they had made an impulse purchase in the past year.

1,021 Canadian Anglophones 18+ years of age

95% in pastyear

33% of respondents said

the most they have spenton an impulse purchase inthe past year is between$100 to $500.


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Amount spent on Impulse Purchases based on Gender


The annual amount spent on impulse purchases did not differ significantly between men and women.However, men were significantly more likely to spend more than $500 compared to women (21% compared to14%)

Amount SpentAll

RespondentsMale

(n=493)Female(n=522)

Less than $100 45% 42% 49%

$100 to $50033% 34% 32%

>50017% 21% 14%



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$50017%

Similarly, the highest amount spent on impulse purchases did not differ significantly across age groups.Of note here is that people are spending money on impulse purchases regardless of their age.

Amount spent on Impulse Purchases based on Age




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Amount spent on Impulse Purchases based on Income

$50017%

Those with higher incomes spent more on purchases greater than $500, while almost 60% of those withincome under $40K spent money on purchases less than $100.


7/10Source: CBC Research Toronto

Reasons for making Impulse Purchases

6

Slightly more than half of all respondents (52%) said they made an impulse purchase because there wasa sale. Four-in-ten respondents said they made the purchase because it caught their eye.

8%

6%

7%

8%

9%

27%

40%

52%

Other

Received a coupon

Placement in the store

It was well advertised or well promoted

Product was new or improved

To fulfill an emotional needs (such as boredom, unhappiness, excitement,celebration, a reward for yourself)

It caught my eye

It was on sale

Q2 Why do you make impulse purchases?



8/10Source: CBC Research Toronto 7

Reason for Impulse PurchaseAll

RespondentsMale

(n=493)Female(n=522)

It was on sale 52% 50% 53%

It caught my eye 40% 38% 42%

To fulfill an emotional need (such as boredom,unhappiness, excitement, celebration/reward

27% 30% 23%

Product was new/improved 9% 11% 6%

It was well advertised or promoted 8% 9% 7%

Placement in the store 7% 7% 7%

Received a coupon 6% 5% 7%

Reasons for making Impulse Purchasesbased on Gender


Men were significantly more likely to say that they made an impulse purchase in order to fulfill anemotional need. For all other reasons, there were no significant differences between gender.

Q2. Why do you make impulse purchases?


9/10Source: CBC Research Toronto 8

Reasons for making Impulse Purchases

Reason for Impulse PurchaseTotal

Respondents


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Regret and Guilt about Impulse Shopping

9

60%

29%

6%

3%

2%

27%

39%

25%

9%

3%

5%

9%

17%

7%

4%

3%

13%

26%

14%

13%

3%

10%

26%

66%

77%

Very true of me Somewhat true of me Neutral Somewhat untrue of me Very untrue of me

I am aware of the strategies used by retailers

I routinely use a list for grocery shopping andstick to it

I often feel regret, guilt, disappointment aftermaking impulse purchases

I have faced financial difficulties due to impulsepurchases

I couldnt pay for a necessary item because of animpulse purchase

TRUE

88%

67%

31%

12%

5%

Almost nine-in-ten respondents (88%) said they are aware of the strategies used by retailers in order toget them to buy more. Three-in-ten respondents (31%) said they often feel regret, guilt or disappointmentafter making impulse purchases.

impulse shopping survey (cbc marketplace)

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