Experts explained why people have developed the habit of buying unnecessary things and how to get rid of it
Over the past two years, the share of citizens who make impulse purchases at least once a month has grown to 35% , and every fifth (18%) does this weekly. This is evidenced by a study of specialized services that study consumer behavior. Why Russians are so carried away by spontaneous purchases, is this good for the economy and personal budget, and is it worth fighting against shopaholism that is suddenly sweeping Russia, experts argued.
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A previous study on the topic of spontaneous purchases was conducted by VTsIOM in 2021. The figures were more modest then: 21% of respondents made impulsive purchases once a month, and only 7% of compatriots made unplanned purchases at least once a week.
However, in 2024, there will be an increase in shopaholics of all kinds in the country. According to a study by the Doli service, more than a third (35%) of Russians make impulsive purchases once a month, that is, over three years, there has been an increase of 14% in the number of Russians who are ready to spend their own money on a whim. And the share of those who impulsively make unplanned purchases at least once a week has increased almost 2.6 times — from 7% to 18%.
More often than not, citizens spontaneously buy something on the Internet — 50% of respondents stated this, that is, marketplaces are now a priority for Russians. Things are also going well in offline stores — 38% of respondents make impulse purchases there. About a third of citizens buy clothes this way, another 26% buy household goods, 24% buy cosmetics and perfumes.
“The reasons for the increase in spontaneous purchases can be very different: perhaps people simply decided not to postpone spending for the future, but to live in the present,” says Dmitry Yanin, Chairman of the Board of the International Confederation of Consumer Societies (ConfOP). “There is also the possibility that the efficiency of retail outlets in using sales technology has increased.” According to the expert, impulse purchases by Russians should be combated by introducing certain requirements for business. “It may be worth limiting the location of certain product categories, thereby reducing the effectiveness of impulse purchases,” Yanin suggested. — This applies to the so-called “junk food”, which contains harmful substances: salt, fat, sugar. If such products are removed from the checkout area, the number of unplanned purchases associated with this food will decrease.” Among the protective measures that our interlocutor recommends to consumers is making a shopping list before visiting the store and developing critical thinking, which allows you to understand what a person really needs.
According to the founder of the Academy of Business and Strategic Marketing, Yulia Korchagina-Ozcan, an increase in spontaneous purchases indicates that people are very anxious: they are tired, they want to transfer their attention from exciting things to something else. They don't want to be upset by bad news, and their defensive reaction is to buy. “Being distracted by something is a defense mechanism, this is how technology and the psychology of consumption work,” explains the expert. Accordingly, it is necessary to properly combat the primary source of shopaholism, that is, reduce the level of stress. “Go out into nature, take a walk — it reduces the load on the body and anxiety goes away,” our interlocutor recommends.
Economic factors also play a role in the increase in the number of shopaholics. “If we consider the increase in spontaneous purchases since the beginning of the year from an economic point of view, I would associate them largely with the growth of wages,” said Maxim Fedorov, investment advisor at Fontvielle Investment Company. — In the first quarter of 2024, their growth was 12.7%, which is almost comparable to the results for the entire last year. Then the salary for 12 months increased by 14%.” This is caused by a shortage of personnel against the backdrop of continued high business activity.
“If a person does not have the means to buy food, no matter how anxious and uncertain there is, he will not buy something that he hardly needs,” Sergei Elin, head of the audit and consulting group AIP, continues the conversation. “And against the backdrop of rising wages and staff shortages, people have the opportunity to realize their spontaneous desire.” Moreover, if you look at the situation from an economic point of view, this is a plus. Spontaneous purchases by people lead to increased sales, increased business activity, and increased consumer demand, so in general this is a positive factor for the development of the domestic market, the expert emphasized.
According to Freedom Finance Global leading analyst Natalya Milchakova, there may be more rationality in impulsive purchases than is commonly said. Situations where the buyer did not plan to buy a product, but did buy it, may be due to the fact that his decision was influenced by the price in a particular store (and especially in an online store or marketplace), which turned out to be lower than in others retail outlets. Or unexpectedly a sale, promotion or price reduction on some goods was announced in this store (or on the marketplace). And making purchases of goods at the best price is a completely rational behavior for the consumer.
If we talk about the prevention of shopaholism, then the best medicine is increasing the financial literacy of the population, explaining to people through the media, the Internet, bloggers how plan your budget correctly, how to save money for the future so that you have enough, including for purchases that were not previously planned. Russians who make impulse purchases too often (so often that they run out of money and have to apply for microloans, credit cards or buy in installments) should be advised to be extra careful. Citizens can be advised before going to the store, or even before opening the application of their favorite online store (or marketplace), to first make a list of purchases that are necessary, and then shop strictly according to the list. And to buy something additional only after calculating in advance whether there is enough money and whether you will then have to borrow until salary, the expert advised.