Signal Reported impulse restraint fell from 71% to 54% in a single year

Summary

Capgemini's survey shows a sharp drop in the share of consumers holding back on impulse buys. This year 54 percent say they are making fewer impulse purchases, compared with 71 percent a year earlier. The report reads the 17-point fall as a modest comeback of what it calls intentional indulgence. That return sits alongside continued bargain hunting and cuts to non-essential spending. Consumers appear to be making selective trade-offs that give them an emotional lift while still keeping a sense of control over their budgets.