Impulsive buying, also known as impulse purchasing, is an unplanned decision by a consumer to buy a product or service, made just before a purchase. It is based on irrational thinking and is often triggered by emotions, feelings, and attitudes that are triggered by seeing the product or upon exposure to a well-crafted promotional message. Impulse buying disrupts the normal decision-making models in consumers brains, and the logical sequence of the consumers actions is replaced with an irrational moment of self-gratification. Impulse items appeal to the emotional side of consumers, and some items bought on impulse are not considered functional or necessary in the consumers lives.

Marketers and retailers tend to exploit the impulsive shopping urge, which is tied to the basic want for instant gratification. For example, candy, gum, mints, and chocolate are prominently displayed at the checkout aisles to trigger impulse buyers - and/or their children - to buy what they might not have otherwise considered.

Impulse purchases differ from regular purchases in one key way: they are not consciously planned. Impulsive buying happens in the spur of the moment, it’s hard to control, and it’s affected by emotional states such as anger or joy. The science behind impulse buying behavior includes personality traits, buying beliefs and attitudes, sociocultural values, and demographic factors. These factors are linked to internal factors (such as emotions) and external factors (such as environmental stimuli) that encourage impulse buying tendency. Self-gifting, or “retail therapy,” is another form of impulse buying one uses to manage their mood.

Impulse buying can be avoided by setting budgets before shopping and taking time out before the purchase is made. Waiting 24 hours before buying, planning a budget, and avoiding shopping when hungry or tired are some of the ways to avoid impulsive buying.