Impulse shoppers slip though the net

24 April, 2009

For a sector named "impulse", specialist off-licences are not cashing in on impulse buys, according to an independent study.

The 2009 SOLTrack survey polled 4,800 customers shopping in First Quench, Wine Cellar and Bargain Booze stores - and found that just 10% came out of the shop with something they didn't plan to buy. Of those that did buy something they hadn't planned to, 23% bought wine, 22% bought confectionery and 9% bought crisps or snacks.

Only 14% of those polled said they would buy something they didn't plan to because it was on promotion, although 21% of shoppers went out with the deliberate aim of buying something on a deal,

while 9% said they

wouldn't plan to buy something on promotion, but might be tempted.

Twenty-five per cent said they would choose a similar product to the one they planned to buy if it were on promotion. Most shoppers (34%) were alerted to promotions by signs on the main product shelves. Thirty-eight per cent said they would like to see promotions in the shop changed more regularly.

The poll found that shoppers were very loyal to their local off-licences, with 66%

going to the same shop for the past five years and a further 25% shopping in the same store for the past two to five years. Thirty-four per cent passed another shop selling the products they planned to buy on their way.

SOLTrack's key findings

56% of shoppers in specialist off-licences are male - 44% are female

Average age: 42

Average distance to shop: 1.1 mile

Average planned spend: £9

Average actual spend: £9.55

Bookmark this

Site Search


Hofmeister may need more than the bear essentials to succeed

So, George The Bear is back. Itís hard for some of us oldies to fathom, but there are those under, say, 40 who canít actually remember Hofmeister and feel the cultural jolt supplied by the return of both the bear and the beer whose marketing campaigns it used to front.

Click for more »
Upcoming events


Is blended Scotch overshadowed by single malt in retailers?

  • Yes
  • No
  • Don't know