Impulse buying: What it means and how to stop it

Ever found yourself adding extra items to your basket without really thinking about it? Maybe a sale caught your eye, or you needed a quick pick-me-up. That’s impulse buying! It’s something most of us do, but it can quickly drain our bank balance. In this guide, we’ll explore why we make impulse purchases and, most importantly, how to stop.

What is impulse buying? 

Impulse buying happens when we make unplanned purchases, often driven by emotions like excitement, happiness, stress, or even sadness. It’s that quick decision to buy something we didn’t intend to when we started shopping—like adding extra items to your basket or grabbing something just because it’s on sale.

At its core, impulse buying occurs when feelings override rational thinking, leading us to act on sudden urges instead of careful consideration.

Impulse buying examples in everyday life

Impulse buying can happen anywhere. Here are some common examples:

• Picking up a magazine while waiting in the checkout queue
• Adding extra items to your online basket to get free delivery (a common trigger for online impulse buying)
• Buying snacks or drinks you didn't plan to get
• Purchasing a new outfit because you're feeling down
• Grabbing the latest gadget just because it's new
• Snapping up a sale item, even if it’s something you don’t need

Sound familiar? You're not alone—many of us can spot a few impulse buying habits in ourselves!

We all impulse buy – here’s how much

Impulse buying is something most of us do, and it’s not always a bad thing—sometimes it brings a little joy. But it can add up more than we realise.

• Nearly half of UK shoppers (43%) say they regularly impulse buy, even with the cost of living in mind.
• Online shopping makes it even easier, with 36% of people saying they’re more likely to impulse buy online than in-store.
• Gen Z (typically born between the late 1990s and early 2010s) are the biggest impulse shoppers, with 41% admitting they often buy on a whim.
• The average Brit spends about £47.84 a month on impulse purchases, adding up to a whopping £3.14 billion nationwide!

Recognising these habits can help us take control of our spending—not to stop treating ourselves, but to make sure we’re spending in a way that makes us happy in the long run.

Understanding emotional spending and impulsive buying

Sometimes we shop to feel better when we're sad, stressed, or bored. This is called emotional spending, and it's one of the main reasons we give in to impulse buys. Understanding the difference between compulsive buying vs. impulse buying is important. While impulse buying happens occasionally and is usually unplanned, compulsive shopping is more persistent and may require additional support to manage.

Our emotions can drive us to shop for many different reasons. Here are some common triggers:

• Stress: Shopping to feel more in control
• Sadness: Buying things to cheer ourselves up
• Guilt: Purchasing gifts for others to make ourselves feel better
• Jealousy: Getting items to keep up with friends
• Achievement: Rewarding ourselves for doing well

The psychology of impulse buying shows that our brains are wired to seek immediate gratification. When we see something we want, our brain releases dopamine, a chemical that makes us feel good.

This short-term pleasure can override our ability to think logically about whether we need the item or can afford it. Recognising these emotional triggers can help us make more mindful decisions.

How to stop impulse buying

Here are some strategies to help curb impulse buying:

• Try the 30-day rule: Wait 30 days before buying something you want but don't need. If you still want it after a month, it’s likely not just an impulse.
• Make shopping lists and stick to them: Write down what you need before you shop and stick to the list. If you want a treat, add it to the list ahead of time to make sure it's a planned purchase.
• Recognise emotional spending triggers: Avoid shopping when you're feeling stressed or upset. Ask yourself if you're buying because you truly need it, or just to feel better in the moment.
• Leave your cards at home: Shop with just enough cash for your planned purchases. When you’re limited by cash, you’ll think twice before adding extra items to your basket.
• Be cautious with "special offers": Sales are designed to make you spend more. Before buying something on sale, ask yourself, "Would I buy this if it wasn’t discounted?"
• Unsubscribe from marketing emails: Cut out the temptation by unsubscribing from promotional emails. Without them in your inbox, you'll be less likely to impulse shop.
• Set savings goals: Having a big savings goal, like for a holiday or a new car, can help you resist smaller purchases. Ask yourself if a small purchase now is worth delaying your larger goal.
• Sleep on it: Give yourself time before making any purchase. Often, after sleeping on it, the urge to buy fades and you can think more clearly about the need for the item.
• Avoid shopping temptation: Delete shopping apps from your phone and avoid browsing online stores when bored. The less you see ads and deals, the easier it is to resist.
• Track your spending: Regularly check your budget and keep track of your spending habits. Being aware of your financial situation helps you make more responsible decisions.
• Consider the "work hours" method: Think about how many hours of work are needed to pay for an item. This can help you put the purchase into perspective and decide if it's worth the time and money.
• Find free ways to feel good: When you're tempted to shop for a mood boost, try these alternatives: take a walk, bake something, have a spa day, read, exercise, or spend time with friends and family.

Try the 50-30-20 rule to control your spending

Creating a budget helps you see the big picture of your money and makes impulse buying harder.

💡Try the 50-30-20 rule as a simple way to organise your money:

• 50% for needs (bills, food, transportation)
• 30% for wants (fun and non-essentials)
• 20% for savings

Even if your percentages look different right now, just try to save something each month and be aware of how much you're spending on "wants" versus "needs."

Turn saving into your new positive habit

Put any money saved from resisting impulse buys into a savings fund. You’ll be surprised how quickly it adds up!

Remember, the goal isn't to never treat yourself - it's to make thoughtful choices about your money so you can have what truly matters to you.