Most Consumers Making Impulse Buys

Despite inflation and rising costs, four out of five consumers said they’ve made an impulse buy in 2026.  A new survey from marketing agency PartnerCentric found that more than half of shoppers say their budget is tighter this year.  Gen Z and Millennial consumers are the most likely to have made an impulse buy, with food being the top category.  Clothes came in a close second followed by electronics. The head of PartnerCentric credits the desire for a small reward when things get expensive and stressful.