Why people make impulse purchases and how to get rid of this habit

What causes an irresistible desire to buy something

According to VTsIOM research, spontaneous purchases are sometimes made by 57% of the Russians surveyed. At the same time, 82% of respondents consider unplanned acquisitions useful. Women in the top categories of casual shopping have clothes, cosmetics and products, while men have products, things and gadgets.

The sudden urge to spend money can have several explanations. For example, on the behavior of the buyer able to influence store environment and product display. In marketing, this is called the Grün effect. Architect Viktor Grun, who designed shopping centers, thoughtthat design has a direct impact on store profits. In an attractive space, people stay longer, which means they spend more.

Gruen noticed that consumer behavior can be controlled: when a customer enters a store, an abundance of light, colors and textures stunning his. Then from the routine process of shopping turns into entertainment. Under the influence of the Grune effect, even a person with a clear shopping list can completely forget about plans and gain extra while walking around the maze of the mall.

In addition, shopping able cheer up and return a person a sense of control over their lives. Here, the neurotransmitter dopamine intervenes in the process - it is responsible for the anticipation of pleasure and pushes you to buy.

Dopamine begins to be produced even before the goods are in your hands. To feel satisfied, sometimes it is enough just to collect a basket in an online store.

Sometimes the desire to urgently buy something is influenced even by coffee drunk before shopping. Scientists at the University of South Florida figured outthat caffeine can increase impulsivity and reduce self-control. People who consumed decaffeinated beverages before shopping spent almost 50% more money and bought 30% more than those who drank water or decaffeinated coffee.

However, there are quite rational reasons for impulsive acquisitions. Unplanned spending may be prompted by the desire to save — this is how 55.4% of participants explain their spontaneous purchases survey Fix Price and Romir. Even sudden expenses allow you to create a stock of necessary things for the future. For example, when a store offers a set of shampoo and conditioner for a promotion, you want to buy them, even if the funds at home have not yet run out. And this is quite reasonable, because when the goods are needed, the discount may no longer be.

How to deal with impulsive spending habits

Postpone the purchase

Give yourself a spare of at least a couple of days to assess whether you really need a new thing or if it's just a sudden whim. Perhaps, after reflection, the desire to spend money will disappear by itself.

During a pause, use a simple trick: calculate how many hours you need to work to afford the thing you want. The realization that fashionable sneakers will cost five days of work can cool the ardor. But if you understand that the thing is really worthwhile, use the time window to compare offers in different places and choose the best option.

Conduct an audit

If you like an item in a particular category, such as clothing or cosmetics, make a list of similar items you already own and check off those that need to be updated. For example, face cream is running out or winter boots are completely worn out. This will be your shopping plan for the near future. And if there are already several sweaters in the closet, buying a new copy can hardly be called a necessity. A list of useful things will come in handy during sales, when there is a temptation to buy something that is not very necessary simply because the item is given away at a discount.

Make expenses visible

Impulsive spending on small things seems small, but a solid amount can run up in a month. If you want to spend less on spontaneous shopping, regularly track in the bank’s mobile application how much money was spent on things that you could do without.

It is possible that understanding the scale of expenses will be more effective than compiling lists - more than 90% of buyers still do not follow to their own lists. To reduce spending, you can open an additional card specifically for shopping and set a spending limit.

Think about what need you are replacing with shopping

Listen to yourself and try to understand in what state you are usually drawn to shopping. Perhaps it's because of tiredness after work or problems in relationships, and shopping becomes a way to take care of yourself. Sometimes in such a situation, a consultation with a psychologist is required - in order to sort out feelings and find less costly (or completely free) options for satisfying needs.

For example, if shopping is a way to deal with stress, try replacing it with sports. Regular workouts help cope with anxiety, improve mood and regain a sense of control over yourself and your life.

Set a budget for spontaneous spending

If you understand that it’s difficult to completely stop impulsive shopping, try limiting its scope. Make it a rule to plan a budget for the month. First of all, estimate how much money you will need for food, transportation, utilities and a financial airbag.

From the rest, allocate a fixed amount for spontaneous purchases and try not to go beyond it. If you do not spend this money in a month, it will be transferred to the next period.

Try to capitalize on spending

Be guided by the principle of "one thing in the house - one thing in the house" and do not buy anything new until you get rid of a similar old item. Clothes that just take up space, kitchen gadgets that sit idle can all be sold on social media or classifieds sites. So it will turn out to unload the apartment from the abundance of unnecessary things, and return part of the money spent.

In addition, keep an eye on discounts and take advantage of special offers from banks - before making a purchase, check in which store you can get cashback for it.

VTB Bank (PJSC). General license No. 1,000 for banking operations issued by the Central Bank of the Russian Federation on July 8, 2015.