Marketplace

Impulse Purchases
November 2015

Source: CBC Research Toronto

Impulse Purchases
Objectives & 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.

Source: CBC Research Toronto

Amount spent on Impulse Purchases in the past year

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

Less than $25

11%

$25 to less than $50

14%

$50 to less than $100

20%

$100 to less than $500

33%

$500 to less than $1,000

8%

$1,000 to less than $5,000

7%

$5,000 to less than $10,000

1%

$10,000 or more

1%

Never made an impulse purchase

3%

Don't know

3%

95% in past
year

33% of respondents said

the most they have spent
on an impulse purchase in
the past year is between
$100 to $500.

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

Source: CBC Research Toronto

1,021 Canadian Anglophones 18+ years of age

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 to
14%)

Amount Spent

All
Respondents

Male
(n=493)

Female
(n=522)

Less than $100

45%

42%

49%

33%

34%

32%

17%

21%

14%

$100 to $500
>500

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

Source: CBC Research Toronto

1,080 Canadian Anglophones 18+ years of age

Amount spent on Impulse Purchases based on Age

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

All
Respondents

<35
(n=288)

35-44
(n=161)

45-54
(n=194)

55-64
(n=159)

65+
(n=167)

Less than $100

45%

48%

33%

48%

45%

48%

33%

34%

37%

30%

35%

30%

17%

14%

23%

17%

16%

15%

$100 to $500
>$500

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

Source: CBC Research Toronto

1,021 Canadian Anglophones 18+ years of age

Amount spent on Impulse Purchases based on Income

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

Amount Spent

All
Respondents

<$40K
(n=133)

$40-$60K
(n=142)

$60K-$100K
(n=262)

$100K+
(n=324)

Less than $100

45%

57%

51%

46%

35%

33%

25%

36%

37%

35%

17%

10%

10%

13%

27%

$100 to $500
>$500

Source: CBC Research Toronto

Reasons for making Impulse Purchases

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

It was on sale

52%

It caught my eye

40%

To fulfill an emotional needs (such as boredom, unhappiness, excitement,

celebration, a reward for yourself)
Product was new or improved
It was well advertised or well promoted
Placement in the store
Received a coupon
Other

27%
9%
8%
7%
6%
8%

Q2 Why do you make impulse purchases?

Source: CBC Research Toronto

1,021 Canadian Anglophones 18+ years of age

Reasons for making Impulse Purchases

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

Reason for Impulse Purchase

All
Respondents

Male
(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%

Q2. Why do you make impulse purchases?

Source: CBC Research Toronto

1,021 Canadian Anglophones 18+ years of age

Reasons for making Impulse Purchases

Compared to all age groups, those under 35 were significantly more likely to make an impulse purchase
because there was a sale. The under-35 group was also more likely to make emotionally-driven
purchases when compared to those 55+.
Reason for Impulse Purchase

Total
Respondents

<35
(n=288)

35-44
(n=161)

45-54
(n=194)

55-64
(n=159)

65+
(n=167)

It was on sale

52%

61%

51%

52%

46%

46%

It caught my eye

40%

44%

39%

37%

44%

37%

To fulfill an emotional need (such as boredom,

unhappiness, excitement, celebration/reward

27%

43%

30%

21%

17%

12%

Product was new/improved

9%

11%

9%

8%

9%

5%

It was well advertised or promoted

8%

12%

7%

9%

6%

5%

Placement in the store

7%

11%

5%

6%

7%

6%

Received a coupon

6%

8%

5%

7%

6%

5%

Q3. Please indicate for each statement, how well it reflects you and your behaviour in the past year.

Source: CBC Research Toronto

1,021 Canadian Anglophones 18+ years of age

Regret and Guilt about Impulse Shopping

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

Very true of me

Somewhat true of me

I routinely use a list for grocery shopping and

stick to it

I have faced financial difficulties due to impulse

purchases
I couldnt pay for a necessary item because of an
impulse purchase

Somewhat untrue of me

3% 9%

3%
2% 4% 13%

Source: CBC Research Toronto

17%

25%
7%

9%

39%

29%
6%

Very untrue of me
27%

60%

I am aware of the strategies used by retailers

I often feel regret, guilt, disappointment after

making impulse purchases

Neutral

26%

77%

5% 3%
3%

88%

10%

67%

13%
26%

66%

14%

TRUE

31%
12%
5%