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Nigel TAYLOR Published
March 11, 2025
The cost-of-living crisis has affected UK consumer buying behaviour, especially when it comes to impulse buys. And those impulse buys include purchasing clothes, which is second only to food, according to a report by out of home media and infrastructure company Clear Channel.
In all, 75% of consumers have admitted to changing their shopping behaviour during difficult times.
The study of 2,000 consumers revealed 11% of Britons make impulse purchases every time they shop and 18% report making impulse purchases a few times a week. Some 32% make impulse purchases a few times a month or every few months (28%). Only 12% of Britons are disciplined enough to resist them altogether.
Those attitudes suggest that a lot of this unplanned shopping is happening because of consumers saying attractive discounts or other offers that they weren't expecting.
The post-pandemic revival shows physical shopping has enjoyed a big return as 96% of Britons shop in stores, with 45% preferring to shop in stores only, 8% online only and 46% shopping both in-store and online.
Key drivers for product selection are discounts (65%), and almost the same thing — the cheapest price on the market (37%), plus products from a well-established brand (27%).
While food remains the top impulse purchase in the UK (55%), clothes are placed second at 29%, with household items (23%). For women specifically, clothes are key at 35%.
“There could be many outside factors influencing these differences - for example, social expectations and peer pressure. Women are more likely to spend on beauty products and household items, potentially looking for longer-lasting satisfaction from their impulse buys”, the report noted.
It added: “When asked about the reasons behind their impulse purchases, shoppers are… saying that they’re swayed by promotions and discounts more than anything else (50%). This feeling of wanting to leap on a limited-time deal is a recurring theme throughout the survey - and something that advertisers are familiar with leveraging”.