This generation is most likely to make impulse purchases
New data confirms that not all generations shop the same.
More than half (56%) of all respondents say they will make an impulse purchase within a day of discovering an item, according to a consumer survey from SMS text personalization provider Attentive. However, the number rises to three-quarters of millennial respondents age 28-43 (74%), followed by Gen X (69%), Gen Z age 18-27 (63%), and baby boomers (53%).
Looking more closely at millennial impulse purchase habits, the survey found that these respondents are nearly as likely to make an impulse purchase via phone (48%) as in-store (49%). Only 3% will make impulse purchases via PC.
Gen Z respondents are more likely to wait a few days before making a purchase (47%) compared to millennials (41%). In addition, Gen Z respondents are most comfortable spending between $20 and $50 dollars online, compared to millennial respondents, who are most comfortable spending between $50 and $100 online. However, Gen Z are most comfortable spending $50 to $100 in-store.
“By tailoring your marketing strategies to the unique shopping habits of both generations, you can build loyalty among Gen Z shoppers and drive more conversions.,” said Elodie Hudson, content marketing manager, Attentive.
Cross-generational findings
Half of all respondents buy a mix of new items and repeat purchases when shopping on their phones. An additional 37% buy products they have just discovered on their phones, indicating a willingness to explore and try new things. Only 13% say they strictly repurchase items they have bought before via phone.
When asked what types of emails and text messages they’re most likely to shop from, respondents said they’re equally interested in curated product recommendations and best-seller highlights.
In December 2023, Attentive conducted a survey of 600 U.S. consumers aged 18 and up about their sentiments toward shopping online and in-person.
[Read more: Almost all Gen Z consumers engage in these shopping behaviors]