The international express delivery operator SDEK and the financial marketplace Sravni conducted a survey and found out how often Russians make impulsive purchases.
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It turned out that the majority of respondents do this several times a year, with the most popular product category being home goods and decor.
More than a third of Russians (37%) make impulsive purchases several times a year, while 29% do this several times a month, and 11% – a couple of times a week. In contrast, 16% of respondents said that they never make spontaneous purchases, preferring to plan all their purchases in advance.
Marketplaces became the most popular place for impulse purchases — 39% of participants chose them. Offline stores are preferred by 21% of respondents, and online stores — by 17%. At the same time, 23% noted that they make spontaneous purchases with the same frequency both in offline stores and online.
Among the goods that Russians most often buy impulsively, home goods and decor are in the lead – they are chosen by 40% of respondents. Clothes , shoes and accessories are also popular for spontaneous purchases – they were chosen by 37% of respondents. Much fewer respondents make spontaneous purchases in the category of cosmetics and perfumes (8%), as well as gadgets, equipment and auto goods (7%).
The main reason for impulse purchases for most Russians are discounts, promotions and limited offers on goods – this is what 41% of respondents answered. Almost another third of respondents (30%) make such purchases to lift their spirits and reward themselves. At the same time, 22% noted that they allow themselves spontaneous spending when they have free funds. Much less often, the reason for impulse purchases is an attractive design or packaging (4%), as well as the influence of advertising and social networks (3%).
Most often, Russians spend from 1,000 to 5,000 rubles on impulse purchases — this amount was indicated by 45% of respondents. Almost the same number (44%) of respondents spend less than 1,000 rubles at a time. Much less often, the amounts exceed 5,000 rubles: 5% of respondents spend from 5,000 to 30,000 rubles, and another 5% — more than 50,000 rubles.
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