34% of online shoppers and 37% of offline shoppers confessed to making an impulse purchase to 'treat themselves'.
Lower than expected price was a driver behind impurse purchase for 34% of online shoppers and 33% of offline shoppers.
Overall perceived value played a role in un-planned conversion for 29% of online shoppers and 25% of offline shoppers who claimed it 'looked too good to pass'.
More than one in five (23%) online shoppers claimed the impulse purchase had been their mind. Only 16% of offline shoppers had thought about making the impulse purchase prior to store visit.