As many consumers tighten their budgets, it might seem like impulse buying is a thing of the past — or at least on hold for now. But recent data shows that consumers are still indulging in unplanned purchases. Whether that’s due to little treat culture, good marketing or timely deals, retailers are wise to pay attention to the art — and science — of meeting customers with the right products at the right time, place and price.
Little Treats
There’s plenty to be said about the phenomena that’s driving consumers to indulge in small “pick-me-up” purchases. As economic and geo-political pressures intensify, it’s natural for people to seek out inexpensive ways to treat themselves — whether it’s a flavored latte, a scented candle or a new t-shirt.
But keep in mind it’s a trend rooted in positive emotions. Items that are too expensive, aren’t useful or don’t continue to make someone smile (after the purchase is made) don’t fit the bill.
“The rise of treatonomics….is less about ‘guilty pleasures’ and instead about injecting moments of guilt-free joy into life,” Meredith Smith, senior director at retail analysis firm Kantar recently told CNBC.
I Didn’t Plan on That
Some little treats are planned, but sometimes they’re impulse buys. According to data from Capital One Shopping, 36% of Americans say the majority of their purchases are unplanned.
One of the biggest motivators for impulse buying is discounts/special promotions. According to a Q2 2025 report from Salsify and the Digital Shelf Institute, 70% of shoppers say they’ve made an unplanned online purchase after receiving a discount offer. Limited-time offers also play a role in impulse buying, as do timely placements of new and on-trend items.
When it comes to home and housewares products, drinkware is a top impulse-driven category. 12% of consumers make unplanned drinkware purchases, according to the International Housewares Association (IHA) 2025 State of the Industry Report.
In-Store Strategies
Retailers looking to build long-term customers — as opposed to notching a small one-time sale — are wise to consider impulse-oriented products and strategies that are genuine and joyful.
“When managed well, impulse products can build a store’s personality, drive repeat visits and even provide a sense of local flavor,” says Jacob Musselman, content coordinator for Hardware Retailing magazine.
When considering an in-store strategy to surprise and treat shoppers, he advises offering a mix of practical and playful items, taking advantage of areas near the checkout counter, and regularly rotating in new products on a trial basis.
Shop Connect 365, IHA’s Digital Marketplace, for new products and suppliers to fuel retail strategies to tap into impulse buying and more.