“SALE!“
“FLAT 50% OFF!”
“ONLY FOR 299!”
“BUY 1 GET 1 FREE!”
What are the chances of you not entering the store or not clicking on ‘Shop Now’?” You weren’t planning to buy anything, but the offer is too good to pass up, so you make a quick purchase. Impulse buying is like a rollercoaster ride. You’re excited and thrilled when you’re on it, but once it’s over, you realise that it was a costly experience that you could have avoided.
Often, we let go of Impulse Buyings by terming them as ‘Self-gifting’, or “Retail Therapy”!
Imagine totalling your impulse expenses at the end of the month only to realise that you spent an amount equal to buying multiple Reliance stocks. But, Ugh- You chose the unnecessary! Sometimes it’s as simple as seeing an item in a store that we just can’t keep ourselves from, while other times it can be a more complex decision that is influenced by so many psychological factors- emotion, scarcity, or even social proof.
Picture this- you’re at the grocery store, and you see Alia Bhatt on a display of Cadbury chocolates near the checkout counter. We all remember Cadbury ads because they hit us right and we can’t resist but crave for their chocolates. You know you shouldn’t buy them because you’re on a diet, but the packaging looks so tempting, and you give in to your cravings. Later, you regret your decision and feel guilty for breaking your diet. Marketers often use such emotional appeals in their advertising to trigger positive emotions like happiness, excitement, and pleasure, which prompt consumers to make impulsive purchases.
Impulse buying is just as unpredictable as your mom’s temper-It can happen anywhere, anytime, and for any reason. Remember, it’s okay to treat yourself once in a while, but don’t let impulsive buying become a costly habit.
