SET (IM)PULSES RACING
What drives unplanned in-store bakery
purchases—and how to encourage them
1
2
The average number of
unplanned purchases consumers
make when buying impulsively
3
WHAT DRIVES UNPLANNED PURCHASES
56%
46%
33%
31%
20%
sales and
lower prices
curiosity about
a new item
new
flavors
available
samples
in-store
displays
The longer shoppers are in stores, the more they are likely to spend.
200
72
$
$
30- to 40-minute
shopping trips average
a $72 cart total
Trips 3 hours
or longer
average $200
TIP! Baking or decorating demonstrations encourage
shoppers to stick around and try and buy what’s being made.
SNACKING: AN OPPORTUNITY
50% of all eating occasions are snacking occasions
When it comes to snacks, supermarkets have
the goods to deliver what customers want.
54% of afternoon snacks are purchased in grocery stores
42%
of consumers say the in-store bakery is good for indulgent
or interesting snacks
WHAT THIS MEANS FOR THE BAKERY
1. GIVE OUT SAMPLES
Let shoppers try new or special promotion items.
2. MAKE THE BAKERY “STICKY”:
Baking or decorating demonstrations encourage shoppers to stick
around—and try and buy what’s being made.
3. SPREAD OUT:
Displays near the front-of-store attract both shoppers entering the
market and those skimming their lists one last time before checkout.
4. MAKE BAKED GOODS A SOLUTION:
If displayed strategically and creatively, a pastry becomes a meal
alternative for a time-strapped shopper, bread’s an easy side to a
prepared meal, and bite-size desserts allow customers to sample
unfamiliar flavors without committing to a full cake.
5. ENTICE SNACK-SEEKERS WITH TRENDING FOODS
Create intrigue with hot trends—from concession-style foods like
pretzels to ethnic desserts like churros—that offer high snackability
potential.
IMPULSE PURCHASES ARE MAJOR PROFIT DRIVERS. REVAMPING
DISPLAYS AND CAPITALIZING ON SNACK HABITS CAN GET MORE
BAKERY PRODUCTS IN CARTS.
Sources:
“Not on the List? The Truth About Impulse Purchases,” Knowledge@Wharton, Jan. 7, 2009
“The End of the Impulse Shopper,” Shelly Banjo and Sara Germano, The Wall Street Journal, Nov. 25, 2014
“Time on Retailers' Side: Impulse Purchases Rise the Longer Shoppers Are in Store,” University of Notre Dame, June 12, 2015
“Re-imagining Front-of-Store Design to Capture the Attention of Impulse Shoppers,” Connie Cheng, Nielsen, April 22, 2014
“Snacking Opportunities,” International Deli Dairy Bakery Association, October 2015
“Importance of Retail Displays Highlighted in POPAI Study,” Image Reports Magazine, March 28, 2014
“Trend of the Year: Clean Label,” Monica Watrous, Food Business News, 2015
“The Top Ten Food Trends,” Elizabeth A. Sloan, Food Technology, April 2015
“Consumer Behavior Shopping Habits,” Marketing Teacher
SET (IM)PULSES
RACING
What drives unplanned in-store bakery
purchases—and how to encourage them