July 16, 2025
What’s Fuelling Impulse Buys in 2025? Promotions, Displays & Instant Gratification

Even as economic caution grows among U.S. consumers, discretionary spending remains surprisingly resilient. According to a new report from Optimum Retailing, 72% of Americans made an unplanned in-store discretionary purchase within the past month. This trend persists despite nearly 7 in 10 consumers (69%) planning to either reduce (34%) or maintain (35%) their discretionary spending in the coming six months.
The findings, based on a June 2025 survey of 1,000 U.S. consumers aged 18+, spotlight a nuanced retail landscape: one where budgets are tight, but in-store impulse buys are still very much alive. It’s a signal to retailers that creating compelling in-store experiences can directly influence wallet share, even when consumers claim to be cutting back.
“This new data reinforces how critical it is for retailers to be prepared for shoppers with varied purchasing motivations,” said Sam Vise, CEO of Optimum Retailing. Consumers today are cautious, but not unengaged. What’s changing is that shoppers are more intentional about when and why they make unplanned purchases; the moment and experience must both feel correct. It’s up to retailers to meet shoppers where they are with the right mix of value and smarter merchandising strategies.”
Curb Spending or Keep Indulging?
As 2025 progresses, American shoppers appear to be balancing conflicting financial impulses. While 34% plan to reduce discretionary spending, another 30% expect to increase it, reflecting a split between financial prudence and optimism. Nearly half (46%) of respondents say they stick to their discretionary budget, but 25% admit it’s “hit or miss”, underscoring inconsistent spending habits.
When it comes to cutting back, some categories are bearing the brunt. Dining out and takeout (48%), clothing and accessories (44%), and electronics/gadgets (37%) are the top areas where consumers plan to rein in spontaneous purchases. The takeaway for retailers? Expect selective spending, not a full-scale spending freeze.
In-Store Experience Matters More Than Ever
Despite the financial headwinds, Americans haven’t lost their appetite for in-store shopping. In fact, only 5% say the in-store experience is no longer worth it, revealing that brick-and-mortar still holds strong potential for engagement, especially when retailers get it right. However, shopping stress is creeping up. 63% of consumers find in-store shopping more stressful than before, even though over half still enjoy it (32%) or find it worthwhile (24%).
So what’s driving those spontaneous in-store purchases? According to the report, the top three motivators are:
- Limited-time promotions (55%)
- Visually compelling displays (45%)
- Instant product access (26%)
On the other hand, the main blockers include:
- Guilt over unnecessary spending (47%)
- Higher in-store prices compared to online (41%)
- Lack of sales or promotions (31%)
When stores can reduce stress, highlight value, and offer a visually engaging experience, they can nudge even cautious shoppers toward unplanned purchases.