Every business owner knows the feeling of watching a customer walk in for one specific item and leave with three—that is the magic of the impulse buy. While these purchases might seem accidental, they are actually the result of strategic placement and psychological triggers. Research has shown that consumers spend about $3,400 a year on impulse purchases, and over a lifetime, the average American could spend up to $324,000 on items they didn't originally plan to buy. Whether they are walking through a physical aisle or scrolling through a mobile app, the underlying motivation remains the same. 

Capitalizing on these "spur-of-the-moment" decisions begins with a deep knowledge of your clientele. You need a clear picture of who your customers are to know what they want and what will appeal to them. This includes their age range, gender, what is likely to draw them into your business, average time spent browsing, price range, etc. Once you have this foundation, you can begin implementing specific impulse-buying techniques designed for both the physical and digital world.

Determine What Products Appeal to Impulse Buyers

The foundation of an impulse sale is the "easy yes." By focusing on items that solve a small problem or provide a quick win, you make it nearly impossible for a customer to say no. In a physical store, it might be the candy, soda and magazines at the checkout counter, but you can adjust the products to any industry. For an ecommerce brand, this translates to the "Add-on" section in a digital shopping cart, where a customer might see a small, relevant accessory to add to their main purchase. You could also use “Frequently Bought Together” or algorithmically generated “Recommended for You” products to increase order sales. The secret is to highlight low-cost additions that feel like a natural extension of the purchase rather than an extra expense.

Increase Accessibility and Visibility

Once you have the products, you should place them where they can’t be ignored. In a brick-and-mortar environment, you can focus on "hot spots"—the front of the store, eye-level shelves, or the ends of aisles where foot traffic is highest. Online, visibility is achieved through "Recommended for You" carousels or "Trending Now" sections on the homepage. While a physical shop uses a window display to lure people in, a digital shop can use time-sensitive push notifications or email codes to create that same "feet-in-the-door" urgency, driving traffic toward these high-visibility items. 

Working with influencers and other social media strategies can drive your audience to your store and increase purchases. In fact, up to 33% of 16-to 34-year-olds say they often make impulse purchases on social media. As future generations become active on social media platforms, this trend is likely to continue.

Use Visual Cues

Signage acts as a psychological "stop sign," breaking a shopper's routine and draw customers’ attention to the product you’re trying to sell. In-store, this might be a brightly colored "Buy One, Get One" sign or a creative table display that showcases new arrivals. In the digital space, high-contrast badges like "Limited Edition" or "Best Seller" serve the same purpose. By grouping complementary items—like placing salad dressing next to the lettuce or suggesting a camera case for a new DSLR—you can create a visual narrative that reminds the customer of a need they didn't know they had until they saw the items together.

Offer an Unbeatable Deal

Do your research before offering a deal to ensure it is worthwhile in the current market. Create a sense of urgency - buyers are more likely to jump on the sale if they are worried it will end soon. According to a recent study, 62% of respondents said they shop impulsively when there’s a deal. Sale items can also include bundling items together. (For example, buy 2, get 1 free, or buy 1, get the second half price.)  Of course, you want to make sure it is actually a good deal and not overpriced. Although customers may be impulsive, they’re pretty savvy and have seen the other deals around. 

Make it Easy to Pay

An effective impulse strategy can be derailed by a difficult checkout process. If a customer in a physical store sees a long line, they often use that time to talk themselves out of unplanned purchases. You can speed up the checkout process by offering "tap-to-pay" or having extra staff ready to bag items. 

Ecommerce stores face the same challenge with "cart abandonment." Every extra form field or page load is an opportunity for the shopper to abandon their purchase. By offering one-click purchasing and digital wallets, customers don’t have to enter credit card details, making the final purchase feel as instantaneous and satisfying as grabbing a candy bar at the register.

Increasing impulse sales is about paying attention to the small details of the customer journey. By removing barriers and highlighting value, you can turn a casual visit into an even more profitable transaction.

If you need help knowing where to start, work with a SCORE mentor. We would love to help you brainstorm ideas to attract your ideal clients.