The psychology of impulse buying

Hi everyone, welcome back! I hope everyone is doing well! Today, I thought we’d dive into something we’ve all been guilty of at some point: impulse buying. You know, when you go out to grab just one thing and somehow come home with three extra bags? I think we’ve all been there. But why do we do it? Let's take a look at the psychology behind this.

So, picture this: you're standing in line at the supermarket, and next to the checkout is a colorful display of chocolates, mints, gum—basically every little treat that wasn’t on your shopping list but is now somehow calling your attention. Before you know it, one (or three) of them have made their way into your basket. But why?

Well, it’s not just you lacking self-control. Retailers want this to happen! It’s called impulse buying, and it’s pretty much when you buy something you didn’t plan to, usually because it’s right there, tempting you at the moment. And the crazy part is that we’re biologically wired for this.

Here’s how it works: our brains constantly seek ways to reward ourselves. This is especially true when we’re feeling stressed, tired, or bored. Shopping can trigger the release of dopamine, the “feel-good” chemical in our brains, and impulse buys give us that little hit of happiness. It’s like a mini-reward system, making us feel good (for a short while, at least). Retailers are well aware of this, so they place these tempting items right where you’re most vulnerable—after you’ve finished shopping and are waiting in line.

But it doesn’t stop there. Stores and brands are always using little psychological tricks to push us into buying more which I've mentioned before in my previous blogs. Have you ever noticed how sale signs are everywhere? They make us feel like we're saving money even when we’re not really. A “50% off” sign creates a sense of urgency and excitement, making us think we need to buy it right now, or we’ll miss out on a great deal. Linking to my previous entry on this, it taps into something called loss aversion— in case you didn't catch that entry, it's basically that we hate missing out on something more than we enjoy gaining something. So even if you didn’t need that extra pair of sneakers, the thought of losing the chance to get them at half price feels worse than the money you're about to spend.

There’s also the scarcity effect. Have you once bought something just because it was the last one on the shelf? That’s scarcity. When things seem rare, they instantly become more valuable in our minds. It’s a simple trick, but it works. Retailers don’t just sell products—they sell the fear of missing out.

Another big factor is emotional spending. When you're having a bad day, you’re more likely to treat yourself to something random. That’s because we often use shopping as a way to boost our mood. It’s a quick fix to feel better when we’re stressed, anxious, or just need a little pick-me-up. I know I’ve done it after a tough exam or a long day of studying. It’s like, “I’ve worked hard, I deserve this!”

Now, don’t get me wrong—I’m not saying impulse buying is all bad. Sometimes it’s fun to treat yourself! But it’s something to be aware of, especially when you find yourself spending more than you planned, or on things you don’t need.

So, what can we do about it? A good start is to be mindful of these tricks. Next time you’re shopping, take a second to ask yourself: do I need this, or am I just being tempted by clever marketing? Another tip is to wait before making an impulse buy—give yourself 24 hours, and if you still really want it, then go for it. Often, you’ll find that the initial urge fades, and you realize you didn’t need it after all.

That’s all for today’s entry. Have you ever been caught by one of these impulse-buying traps? Let me know in the comments, and share your stories! See you next time :)