Omnichannel retail survey: impulse purchases online and in-store in the UK 2016

This statistic presents the share of consumers who bought products on impulse when shopping online and in-store in the United Kingdom, as of a survey conducted between November 2015 and January 2016. The survey showed that shoppers were more likely to buy on impulse or recommendation when shopping in-store than online, with 35 percent of consumers doing so during the survey period.
Females are more likely to make impulse purchases on the internet, with 21.7 percent saying they come way with items they had not planned on buying. This figure is much smaller for men, who only impulse buy 13.4 percent of the time.
Special times of the year such as Valentine's Day can be key times for impulse purchases. Nearly one quarter of people who buy Valentine's Day gifts say that they bought the products for their partner on impulse.
One industry that thrives well from impulse purchases is the music industry, where in 2015, 40.7 percent of people bought an album without planning on doing so.

Did you buy any products which were on impulse or store recommendation?

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Release date

February 2016


United Kingdom

Survey time period

November 2015 to January 2016

Special properties

KPMG UK employees and retailers*

Method of interview

Online survey

Supplementary notes

* Survey data was collected from over 1600 KPMG UK employees and 250 retailers during Black Friday and Christmas period (8 week period from November 2015 to January 2016).

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