Shopping Impulses Hit ‘Before the Store’
If The NPD Group’s Before the Store report is to be relied upon, stores may
have to adjust their expectations when it comes to the effectiveness of in-store
promotions on impulse purchases. The report found that 94 percent of U.S. households
prepare a written shopping list prior to grocery shopping, and 72 percent
never or only occasionally buy items not on the list.
For those who do succumb to impulse, the main reasons
are: “saw it on
promotion (80 percent), saw it in the store and remembered it was needed (67
percent), and looked like a good meal or snack solution (37 percent).”
Hanson, executive director of product development and author of the report,
said in a statement, “While most grocery shoppers shop for their food
items around once a week, consumers decide what to eat, drink, or serve many
times a day. It’s these daily activities, and the needs behind them,
that drive their purchase decisions.”
Ms. Hanson stressed the importance
of focusing on consumers at home, “before
they leave for the store,” as this is where purchasing decisions are
made, meals planned and shopping lists assembled.
Before the Store found that while most of those in each household contribute
to list preparation, it is generally a woman, the one responsible for preparing
the meals, who does the actual shopping. Spouses participate in compilation
in some 60 percent of households and children in “nearly 40 percent” of
NPD’s methodology included surveying its National Eating
Trends panel, described as a “nationally representative annual sample
of 2,000 households, representing approximately 5,000 individuals.” Other
information came from products and services such as DeliTrack, Lunchtime and
Dinnertime MealScape Studies.
- Majority of U.S. Households Make Purchase Decisions Before Grocery Shopping
and Only Occasionally Buy on Impulse, Reports NPD – The NPD Group, Inc.
Discussion Questions: Do you think the NPD underestimates or overestimates the actual impulse-shopping going on in food stores? How can grocers and food brands more effectively reach consumers before they shop?