Impulse Shopping is Alive and Well

This post on RetailWire highlights even though consumers are making shopping lists and trying to stick closely to it more than ever now, research shows that about 90% of those shoppers who create lists stray away from it and making impulse purchases once they get to the store.

The research, conducted by Miller Zell, also shows that the Generation Y is most likely to make impulse purchases based on advertising messages and end-caps. Curt Johnson, SVP for Miller Zell, mentions, "People talk so much about this generation researching everything online before they buy it, but this study showed that they actually index much higher than other age groups in terms of finding all advertising -- both in-store and outside the store -- as 'very effective'. Gen Y is, in fact, a lot more malleable inside the store than many marketers think."

What are your thoughts?