Study: 64% of U.S. shoppers admit to impulsive buying

A new study released by ADvendio, the leading omnichannel retail media advertising platform, reveals that evolving consumer shopping behaviors open significant opportunities for retailers to boost sales and improve customer engagement. The poll’s findings reveal the effectiveness of personalized online and in-store advertising, showcasing that tailored approaches increasingly influence purchasing decisions among key demographic groups, especially Millennials and Generation Z.

The study highlights that a fifth (20%) of U.S. consumers are influenced to buy products after encountering ads on a retailer’s app. Notably, Millennials (35%) and Gen Z (32%) are more likely to be swayed by product recommendations made by retailers they are already loyal to compared to other channels. This trend shows a growing preference for shopping directly with brands, with 48% of consumers favoring direct purchases for fashion and 49% for beauty over marketplace options. This shift towards brand loyalty and direct engagement is a critical insight for…