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

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 retailers aiming to strengthen their customer relationships.

In-Store Ad Engagement U.S. shoppers engage with 37% of ads served in-store, compared to 33% for traditional online ads. The study found that 54% of consumers had bought an item after seeing it advertised in a grocery store, and 48% stated that immersive digital adverts in-store make them more likely to try new products.

Retail giants like Walmart, Amazon, and Target are leading the charge in advertising third-party products, with Walmart at the forefront, influencing 31% of consumers. This strategy enhances product visibility and positions these retailers as pivotal…