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Share of impulse purchases in monthly spending in a target group comparison
The survey compares impulse spending shares across total population, sports-interested consumers, Gen Z and Best Agers.
PREMIUM
Source
Source
ONE8Y
Survey period
Survey period
09/01/2026 - 09/02/2026
Survey country
Survey country
Germany
Sample
Sample
n=1,634 total population surveyed who have already made an impulse purchase, with n=1,248 people interested in sports (top 2 on 4-point scale), of which n=287 Gen Z (up to 30 years) and n=261 Best Ager (55+ years)
Question
Question
Roughly what share of your monthly shopping spend goes to spontaneous, unplanned purchases?