Sometimes the best purchases aren’t planned—they’re discovered.

In ecommerce, those small moments of curiosity—when a shopper clicks “add to cart” on something unexpected—can define how connected they feel to a brand. This isn’t just about impulse buying; it’s about designing experiences that make discovery feel natural and rewarding. As shoppers browse on more channels than ever, inspiring spontaneous shopping has become both an art and a science.

This guide explores the psychology behind why people make spur-of-the-moment purchases, what products they’ll be reaching for in 2026, and how thoughtful retail design and ethical tactics can create win-win scenarios for merchants and shoppers alike.

What is impulse buying? 

Impulse buying is a sudden, unplanned decision to purchase—a core consumer behavior with four types, according to consumer research: 

• Pure impulse buying, like grabbing a candy bar you’ve never tried 
• Reminder impulse buying, like remembering you need batteries while out shopping 
• Suggestion impulse buying, like being influenced by store displays 
• Planned impulse buying, likeshopping with intent to splurge on certain items without specifics in mind 

Impulse buying is often sparked by emotion, novelty, or convenience at the point of decision. 

In ecommerce, a snap “yes” decision often happens in seconds as visuals, copy, and frictionless checkout combine to make discovery feel rewarding. A 2024 study from Provoke Insights found that 92% of surveyed US adults have made an impulse purchase before, with 29% making them at least weekly.

But there are also different kinds of impulse buying behavior. 

• Spontaneous purchase is the positive, in-the-moment version of unplanned buying that feels like a lucky find—aligned to taste, budget, and need. You can design for these moments by creating helpful, delightful paths to discovery, supported by transparent pricing and easy returns.
• Compulsive buying is a problematic, repetitive pattern where shoppers feel loss of control and regret afterward. Merchants shouldn’t aim to provoke that compulsive buying behavior—the goal should be to create shopping experiences where discovery feels natural and rewarding.

Why ecommerce blurs planned vs. unplanned purchasing

The line between planned and unplanned purchases has dissolved. Marketing strategies now leverage social media to trigger shopping behavior that feels intentional even when it’s more impulsive. When shoppers receive their paycheck or have extra money to spend, they’re more susceptible to the temptation of that perfectly-timed Instagram ad.

Additionally, personalization, always-on recommendations, and one-tap payment combine discovery and checkout into the same screen. Dynamic carousels (“You might also like”), fast pay options, and context-aware bundles make it easier for a planned visit to an ecommerce store to end with something pleasantly unexpected.

The psychology of spontaneous shopping 

Impulse buying might feel random, but it’s anything but.

Impulse buying behaviour varies across demographics and cultural factors. While some shoppers engage in retail therapy to manage emotions, others view unplanned purchases as rewards for hard work. Shopping behavior studies show that family members often influence these decisions—partners might enable or discourage spontaneous spending, with impacts on how bank accounts and finances are managed.

Every spontaneous purchase is also shaped by how our brains anticipate reward, how environments cue emotion, and how novelty sparks curiosity. Understanding these triggers helps ecommerce brands design experiences that feel exciting—not manipulative—and turn quick decisions into moments of joy.

The role of emotion and instant gratification 

When someone spots a product that catches their eye, the brain’s reward system begins firing even before the click. Research in Frontiers in Behavioral Neuroscience explains that the nucleus accumbens—a core part of the brain’s motivation circuit—activates in anticipation of reward, not just after receiving it. That feeling of “I want this now” is biology’s version of a fast-forward button.

Ecommerce supercharges that process. Smooth checkout flows, saved payment info, and vivid imagery shorten the time between desire and gratification. It’s why tapping “Buy Now” feels effortless—and why designers should balance ease with intention.

External triggers: Store environment and promotions 

Your ecommerce store isn’t a physical location, but how it’s designed still still guides customers’ attention. Layout, navigation, and product hierarchy act like aisles, while visuals and animation replace lighting and signage. Well-planned digital environments quietly nudge shoppers toward discovery.

Promotions intensify those cues, turning browsers into buyers across the entire store. Whether it’s a deal that seems too good to pass up or a reward for brand loyalty, these triggers can either support healthy shopping behavior or cut into personal finance goals. The main reasons people impulse buy often trace back to these environmental cues rather than actual need.

Limited-time discounts, free-shipping thresholds, and personalized bundles all serve as nudges for spontaneous decisions. It’s the same logic behind endcaps and checkout displays in physical stores. And this is true in brick-and-mortar as well; the US point-of-purchase display market continues to expand, from $5.3 billion in 2024 to an expected $7.6 billion by 2032—showing that presentation still pays off.

The power of novelty and discovery 

Curiosity drives spontaneous shopping more than any discount ever could.

Shoppers don’t always arrive at a channel with the intention to buy, but they decide to while scrolling, browsing, or watching live. In 2024, 68% of Gen Z consumers discovered new products on social media, up from 60% in 2023. That trend means the most successful impulse buys happen when the moment of discovery is effortless and emotionally resonant.

In live-shopping formats, the bridge from discovery to purchase is clearer. Research published in BMC Psychology in 2024 found that “streamer characteristics (personal charisma, professionalism) and streamer performance (interactivity, entertainment) affect consumers’ impulsive purchase behavior by affecting consumers’ trust and flow experience.” In short: novelty + a trusted presentation + a smooth path to buy = a powerful spontaneous shopping moment.

What are people buying on impulse in 2025? 

Impulse buying in 2025 looks a lot like digital window-shopping that never ends—because the windows are TikTok feeds, YouTube shorts, and product-carousel recommendations.

The year’s most common impulse purchases are items that combine visual appeal with low decision friction like beauty, apparel, and home products. A 2024 survey from PartnerCentric found that US shoppers under 60 spent about $59 per purchase on TikTok Shop, with personal accessories and household items leading sales. This shows how social commerce has become the modern checkout aisle: fast, fun, and image-first.

The year’s economic uncertainty hasn’t slowed spending, but it has reshaped it. Consumers are treating themselves in smaller, more intentional ways, an emerging trend called “micro-luxuries.” Think $25 candles, $40 skincare minis, or a $60 home gadget that adds comfort or joy. These purchases can deliver the same emotional lift as a big-ticket item, but without as much guilt.

While compulsive shopping and compulsive buying behavior represent problematic patterns, most impulse purchases are benign—a $5 candy bar, the $30 skincare self-care item, or specific products that bring joy without threatening a customer’s bank account. Smart shoppers set a certain amount aside for these spontaneous treats, ensuring they have money for both needs and wants.

In 2025, the average impulse purchase is small but meaningful. It’s a self-reward, a quick delight, or a well-timed recommendation surfaced by smart design. Retailers who understand that psychology can transform unplanned buying into sustainable, repeatable revenue.

The ethics of inspiring impulse buys: Finding the balance

The difference between inspiring and manipulating comes down to negative consequences. When marketing strategies pressure someone to spend more money than they have—pushing credit over debit card use, hiding true costs until checkout, or exploiting emotions during vulnerable moments—that crosses over into manipulation.

Merchants should aim to inspire joy and discovery, not pressure or regret. When you design for spontaneous shopping in a way that honors the customer’s experience, you build trust, loyalty and long-term value, rather than short-term revenue gain.

Inspiring vs. manipulating

Good spontaneous purchases offer a delightful moment of discovery, while bad spontaneous purchases use urgency or hidden cues to push someone into a decision they’ll regret. Ethical strategies guide choice, but manipulative ones obscure it; for example, suggesting “You may like this” vs. hiding the true cost until checkout.

Manipulative tactics fall under the label of dark patterns: design elements that hide information, mislead, or pressure users into unwanted purchases or commitments. The OECD describes dark patterns as “manipulative design practices… that pose significant risks” in online shopping.

Dark patterns are interface designs intentionally crafted to manipulate user behavior. Examples include dishonest countdowns (“Only 3 left at this price!” when you actually have plenty of stock left), forced add-ons (pre-checked boxes for insurance), or misleading pricing. Research shows dark patterns are pervasive and erode consumer trust and autonomy.

When you adopt these kinds of tactics, you risk regulatory consequences, brand reputation damage, and higher return or cancellation rates.

Transparency in pricing and returns

Ethical spontaneity stands on two pillars: clarity and freedom to opt out. Clear pricing (no hidden fees) and flexible returns reduce buyer’s remorse, which happens when someone asks “Why did I buy that?” after the high of a swift decision.

For example, you could offer buy online, return in store (BORIS) policies, which give the shopper control and reduce the risk of regret.

Here are five actionable rules for enabling spontaneous shopping the right way:

• Clear labeling and pricing: Make cost, shipping, and terms transparent at glance.
• Return flexibility: Offer simple return/exchange options to lower the risk barrier.
• Transparency in urgency or stock levels: Use language that reflects reality (“Limited time, drop ends Sunday”) rather than vague hype.
• Honest urgency copy: Frame around excitement rather than fear; for example, “Special edition available now” instead of “Only 1 left—buy now!”
• Respectful recommendation: Use personalization to suggest options, not to coerce. Let users easily decline.

When you lean into ethical spontaneity, you build a brand where shoppers come back because they liked their find, not because they were tricked into it. The outcome? Higher customer lifetime value (CLV), fewer returns, stronger word of mouth, and fewer regulatory headaches.

Spontaneous purchases feel great when the customer feels in control. Keep your triggers open, transparent, and value-driven—and you’ll turn a quick “add to cart” into a loyal relationship.

How to inspire spontaneous purchases in your store 

Spontaneous shopping happens when discovery feels intentional. The best ecommerce experiences guide curiosity by combining exploration, clarity, and delight. Below are nine ways to design moments that spark impulse buying, all built on transparency and trust.

1. Design a journey of discovery 

Encouraging impulse purchases requires the right mix of product selection and product placement. It’s much easier for you to find the best placement for unplanned buying when customers follow a predetermined path through your physical store. By drawing on specific store layouts and interior design principles, you can steer customers past your high-demand items and plan for more predictable foot traffic.

Similar principles apply to ecommerce. Map your digital storefront like a guided tour, from home to collections to product to checkout, so discovery feels natural.

Tips:

• Create discovery zones. Feature “Trending Now,” “Editor’s Picks,” or “Shop the Look” sections that refresh weekly.
• Structure navigation like a store floor plan. Lead visitors through clear, curiosity-driven pathways instead of overwhelming them with every product at once.
• Close with inspiration. Recreate the in-store impulse shelf by ending the journey with small add-ons near the digital cash wrap.

2. Curate compelling checkout displays 

In a brick-and-mortar store, the checkout aisle is your last chance to catch shoppers’ eye, so merchants use the opportunity to create displays that will inspire them to grab just one more item. The same goes for your checkout page, which is your virtual impulse aisle. Keep it helpful, fast, and joyful. Don’t push—just gently remind shoppers of one more thing that would enhance their purchase.

Tips:

• Focus on affordable add-ons. Show low-friction products under $20 that complement items shoppers already picked up.
• Bundle with purpose. Online, offer “Buy 2 + Get 1 Free” or “Complete the Set” bundles that make logical sense without adding clutter.
• Show instant value. Display savings or progress toward free shipping to reward spontaneous add-ons.

3. Create smart, complementary pairings 

In ecommerce, it’s easier than ever to create natural product pairings that make cross-selling feel more like a service than a revenue booster. Using smart customer data, you can delight shoppers by offering items that pair seamlessly with their recent purchases, cart contents, and more.

Tips:

• Use price anchoring. Highlight a main item, then show logical add-ons (“Goes with,” “Finishing Touch”).
• Let AI personalize for you. Use algorithms to recommend accessories or upgrades based on browsing behavior.
• Follow retail product placement best practices. Place complementary items side by side visually and thematically.

4. Use language that creates excitement, not pressure 

Words shape emotion. Choose language that sparks curiosity, interest, and excitement instead of anxiety and fear of missing out (FOMO). Positive calls to action (CTAs) like “Discover yours” are more ethical than those that spark fear, like “Act before it’s too late.” Excitement sells better—and feels better—than pressure ever will.

Tips:

• Swap out “Only 1 left—buy now!” for “Selling fast—restock next week!”
• Swap out “Don’t miss out!” for “Fresh drop this week—shop while it’s here.”
• Swap out “Last chance before it’s gone!” for “Limited edition—see why everyone’s talking.”

5. Anticipate your customers’ unspoken needs 

Products that people impulse buy don’t fall neatly into any one category. The items that your customers buy impulsively might be the same that sell at your neighbor stores—or they might be completely different.

Understanding the best products for your impulse buying displays is all about knowing your customers and being able to anticipate their needs. And the best spontaneous purchases solve small problems shoppers didn’t realize they had.

Tips:

• Analyze browsing and cart data. Spot patterns like repeat searches or abandoned items.
• Build predictive prompts. Use subtle suggestions (“Need extra refills?”) based on real behavior.
• Match intent to timing. Familiarize yourself with types of online shoppers to tailor messages for different customers.

6. Use lighting and color to draw attention 

Aside from placing products in the right areas of your physical store, you can draw on three main design choices to grab shoppers’ attention:

• Signage: Use signage on and around impulse buy displays to get customers excited about purchasing these items.
• Lighting: Try colored lighting, spotlighting, or any other lighting cues that set the display apart from the rest of your store.
• Color: Bright, bold colors can draw customers’ attention and inspire the feeling you want associated with your impulse buys—like red for sale or promotional items.

Online, visual hierarchy works the same way good lighting does in-store: it guides the eye.

Tips:

• Highlight hero products. Use clean backgrounds and subtle motion.
• Use white space. It separates impulse sections from main listings—space gives a sense of importance.
• Borrow from design principles. Use color contrast sparingly for focal emphasis.

7. Offer compelling samples and demos 

Not every retail store can offer samples or demos of their products, but they can go a long way in convincing shoppers to buy something they didn’t plan on. Trying before buying drives confidence in a product.

In ecommerce, interactive experiences turn curiosity into certainty—and certainty into conversion.

Tips:

• Offer mini or sample sizes. They lower commitment and invite experimentation.
• Embed virtual try-ons or AR previews. Let shoppers use AR to see an item on themselves or in their homes. 
• Feature real people. Highlight user-generated content (UGC) videos within product galleries following retail design.

8. Showcase timely and seasonal items 

Seasonal items like holiday décor, scented candles, or weather-ready accessories are some of the best choices for your checkout and impulse displays. These products tap into a sense of urgency, as by definition they are only available for a limited time.

Choosing to display seasonal items also makes it easy to switch up your point-of-purchase displays regularly, which is key to inspiring impulsive buying from repeat customers who’ve seen your displays before. Freshness fuels discovery, and rotating themes keep shoppers coming back “just to look.”

Tips:

• Make a seasonal calendar. Sync new arrivals to holidays, weather, or local events.
• Highlight real-time relevance. Use messaging like “Weekend edit” or “Back in stock for spring.”
• Draw inspiration. Look around at window displays or other seasonal ads to get ideas for your visuals.

9. Craft value-driven promotions 

Promotions should enhance delight, not create pressure. Done right, they reinforce your promise of value—and when promotions feel fair and valuable, customers respond with trust and repeat visits.

Tips:

• Lead with the benefit. Highlight usefulness (“Save on essentials you love”) instead of FOMO.
• Stay transparent. Show clear time frames and conditions—don’t create fake scarcity.
• Personalize responsibly. Use data to tailor offers, but never to trap a shopper in an endless sense of urgency.
• Research what consumers expect from a retail experience for guidance on transparent messaging.

Turning impulse into loyalty 

Every spontaneous purchase is a chance to start a relationship, not just close a sale. When customers feel good about their quick decision—because the experience was transparent, easy, and rewarding—they’re far more likely to buy again, advocate for your brand, and stick around long-term.

Impulse buying satisfaction doesn’t end at checkout. It flows from that first “I love this” moment into repeat purchase, retention, and ultimately, brand advocacy. The key is to follow through with trust: clear communication, effortless returns, and thoughtful reengagement that reinforces the shopper’s choice.

What to do:

• Follow up with value, not a receipt. Send a short “pro-tips” or “getting started” guide for the product, include quick links for order tracking and support, and end with a thank you note that celebrates their discovery. Every confirmation email should reassure customers that the purchase was a great find, not needless or risky.
• Make returns and exchanges painless. Display return policies clearly on product pages and in checkout, provide prepaid return labels or in-store drop-off options, and treat returns as data that help you learn what drove them (and refine your future recommendations).
• Time personalized follow-ups thoughtfully. Wait 7 to 14 days before sending “complete the set” or “restock reminder” offers. Personalize recommendations based on what they already loved, not just what’s trending, and keep subject lines conversational (“Loved your order? Here’s how to make it last”).
• Encourage user-generated content and social proof. Invite buyers to tag your brand or share unboxing videos for a feature, spotlight real photos in reviews and product galleries, and reward participation with shout-outs, loyalty points, or surprise discounts.

Every impulse buy can strengthen long-term brand loyalty if it’s inspired transparently and ends with satisfaction. Follow up with content that delights, policies that empower, and moments that feel personal. When customers know they can trust their own impulses with your brand, they’ll keep choosing it again and again.

This article originally appeared on Shopify and is available here for further discovery.