Brits Spend Over £3 Billion on Impulse Buys Every Month

It’s late at night. You’ve just been paid and you’re casually browsing online when something magical appears on your screen – a pink and blue unicorn t‑shirt at a bargain price. You might only wear it once, but right now you really want it.

So, what do you do?

If you’re like most Brits, you click buy. Our latest research shows that 91% of people in the UK make impulse purchases every month, helping drive a staggering £3.14 billion in impulse spending across the country. That’s an average of £47.84 per person, every month – and it reveals some fascinating insights into how, when and why we shop on impulse.

The Most Common Impulse Purchases

We surveyed 1,106 UK consumers, asking whether they make impulse purchases, how often, where they shop and what they buy.

Of the 91% who admitted to impulse buying each month, supermarkets proved to be a major temptation. 59% said they regularly add unplanned extras to their basket. However, while food and drink remain a popular choice (49%), clothing topped the list, with 56% of respondents admitting to impulse buying fashion items.

The top impulse purchases include:

• Clothing

• Food and drink

• Household items

• Gadgets and electronics

• Beauty and personal care products

At the other end of the scale, big‑ticket items are far less likely to be bought on a whim. Only 4% of people said they had impulse bought travel or holidays, and just 1% spend more than £500 a month on impulse purchases overall.

When and Why Are We Spending So Much?

Impulse buying might be good news for the UK economy, with an extra £3 billion flowing in each month, but what’s driving this behaviour?

One key factor is the always‑on, instant nature of modern shopping. With almost anything available online at the click of a button, temptation is never far away.

After supermarkets, online retailers and marketplaces such as Amazon and eBay were the most common places for impulse purchases, cited by 54% of respondents.

The most common reasons people gave for impulse buying were:

• A good deal or special offer (46%)

• Late‑night browsing while tired (39%)

• Having had a drink (24%)

Location also plays a role. In Bristol, a huge 71% of people said special offers were the main trigger for impulse buying. Meanwhile, having a drink influenced 34% of shoppers in Edinburgh and 32% in Southampton.

How Impulse Buying Habits Compare Across the UK

Our research revealed clear differences between age groups, genders and locations.

Age and technology

Younger shoppers are particularly influenced by technology. 55% of under‑24s blamed late‑night online browsing for impulse purchases, and one in three admitted to buying items on their phone while at work or commuting.

By comparison, only 22% of over‑65s cited late‑night browsing, and just 7% said they impulse buy on the move.

Men vs women

Men are slightly less likely to buy on impulse, with 12% saying they never do, compared to 7% of women. However, when men do buy on impulse, they tend to spend more – £50.67 on average, compared to £45.71 for women.

Men are also marginally more impatient, happy to wait 89 hours for delivery, compared to 91 hours for women.

Regional differences

The cities with the highest average monthly impulse spend were:

• Liverpool – £71.63

• Manchester – £71.52

That’s more than double the average spend in Sheffield (£34.06) and Dublin (£35.22).

In London, impulse buying is increasingly social. 16% of Londoners said they’ve made purchases directly through social media, and 35% admitted to impulse buying jewellery – well above the national average of 22%.

Impatient Impulse Buying and Delivery Expectations

When it comes to impulse purchases, speed of delivery matters.

A third of consumers said two to three days is the longest they’re willing to wait for an impulse buy to arrive.

This is where Whistl Parcels’ enhanced delivery management can make a real difference, helping retailers meet rising expectations without compromising reliability.

Younger shoppers are the most impatient. Only 16% of under‑24s said they’d wait a week for delivery, compared to 38% of over‑65s.

Regionally, Birmingham shoppers are the most impatient, expecting delivery in an average of 3.3 days. At the other end of the scale, Nottingham is the most relaxed, with shoppers willing to wait 4.7 days on average.

The Strangest Impulse Buys?

Finally, some of the more surprising impulse purchases people admitted to include:

• £120 spent on cheese

• £500 invested in a company on CrowdCube

• Bulk buying toilet rolls

• A castle for a cat

• A real‑life rabbit

Proof that when impulse strikes, almost anything can end up in the basket.