A revealing new survey conducted by Bankrate and featured on Yahoo Finance finds that 54% of US adults admit to making at least one unplanned or impulse purchase during the 2025 holiday season, with many splurging not just on gifts for others but also on themselves. This latest data underscores the deep-rooted, emotional nature of impulse buying in America, an ever-present, multifaceted habit that continues to drive consumer spending even amid inflationary pressures and renewed financial caution.
The State of Impulse Buying in 2025
Impulse buying is hardly a niche phenomenon. Multiple recent studies reinforce that 84-89% of US adults have made an impulse purchase at some point. In the Bankrate/Yahoo Finance poll, more than half reported spending $100 or more on a single impulse buy, and fully 1 in 5 adults said they’d dropped over $1,000 in an unplanned spending moment—proving that big-ticket treats and splurges are surprisingly common.
Interestingly, the average American now makes nearly 10 impulse purchases per month, typically spending $281.75 monthly (or $3,381 a year) on spontaneous purchases, according to 2025 figures from Capital One Shopping and other financial analysts. These numbers mark a rebound from the impulse correction of 2023, when monthly impulse spending dropped by over 50% before surging back in 2024 and 2025 as shoppers regained confidence.
Triggers, Motivations, and Emotional Drivers
Why do so many people buy on a whim? Financial psychologists say impulse buying is emotional, not rational. Triggers include feelings of joy, stress, boredom, or simply the urge to self-soothe, especially during the holiday season. Key motivators—outlined by Yahoo Finance—are the ease of digital purchase, deep discounts, social influence, the power of persuasive advertising, and the ever-present Buy Now buttons on e-commerce and mobile platforms.
Common triggers highlighted in consumer surveys:
- Seeing a product on sale or a flash deal—70% of shoppers say they buy because an item was discounted
- Not wanting to miss out (FOMO), especially on trending or limited-edition drops
- Recommendations from influencers or friends, with $71 billion per year now spent via social-media-driven impulse buys (AWISEE, 2025 data)
- The convenience of one-click checkout and mobile payment platforms, which now drive nearly 40% of all impulse online spending.
Digital and Social Commerce: Amplifying the Impulse
The rapid growth of mobile commerce and seamless checkout options means that more impulse buys are happening in digital channels. According to eMarketer and Capital One Shopping, almost 80% of consumers now shop impulsively in brick-and-mortar stores, while impulse buying accounts for around 40% of all e-commerce sales.
Gen Z and Millennials are especially prone to the digital impulse. 52% of Millennials say they make impulse purchases frequently—often at the intersection of social media and e-commerce—while 68% of Gen Z prefer to shop on mobile devices over desktop. Influencer marketing and short-form video apps like TikTok and Instagram drive discovery, stoke FOMO, and nudge users toward unplanned purchases at record rates.
Regret, Reflection, and the Psychology of Spontaneous Splurges
With big impulse spends come regrets: surveys report that 52% of women and 46% of men say they’ve regretted at least one impulsive buy. Still, many consumers rationalize their splurges as “self-care” or “little treats” and see these moments as part of a larger narrative of emotional spending and periodic self-reward—especially around the holidays.
Notably, the emotional impulse is not always negative or regrettable; some shoppers use impulse purchases to mark special occasions, reward hard work, or simply bring a spark of joy to routine life. As one Yahoo Finance editorial summed up, America’s love affair with impulse buying is shaped by psychology, marketing, and the desire for a little enchantment in everyday life.
Practical Considerations for Retailers and Brands
For marketers and retail brands, the prevalence of impulse buying presents an opportunity—and a responsibility. Key strategic takeaways include:
- Highlight flash deals and scarcity: Shoppers are drawn to urgency and exclusivity. Limited-time offers can create a compelling nudge.
- Leverage influencer marketing: Social content and peer recommendations are now primary triggers, particularly for younger shoppers.
- Optimize for mobile and social commerce: Fast interfaces, shoppable videos, and streamlined payment drive more effective impulse conversions.
- Balance prompts with guidance: With post-purchase regret high, brands can build loyalty by offering easy returns, thoughtful follow-up, and emphasizing mindful shopping in their messaging.
Looking Forward
Impulse buying remains deeply woven into the fabric of American consumer behavior—even amid economic headwinds. With 54% of US adults making an impulse buy during the 2025 holiday season, the phenomenon is alive, evolving, and increasingly digital. As the lines between social influence, emotion, and commerce blur, both shoppers and brands must navigate this powerful current with creativity, care, and an eye on the satisfaction—and the consequences—spontaneous purchasing brings.
