Shopping momentum
A first purchase shifts people into a buying mindset that makes further, even unrelated, purchases more likely.
Where it applies
Two of the eight page areas.
How to use it
Three ways to use it, and one to avoid.
- Make the first add-to-basket easy.
- Offer relevant add-ons in the basket, such as “complete the set”.
- Treat it as a test rather than a certainty, since shoppers on tight budgets may rein in after an unplanned buy.
- Avoid: adding an extra to the basket by default, which is not payable and must be refunded.
What the research found
Lab studies found it. No independent direct replication was found, and field evidence is mixed.
One unplanned purchase led to more for medium-budget shoppers but fewer, early on, for small-budget shoppers.
Lab studies found a first purchase made a second, unrelated purchase more likely by moving people from weighing up to getting things done. No independent direct replication was found. A grocery field study was mixed: one unplanned purchase led to more for medium-budget shoppers but fewer, early on, for small-budget shoppers.
Key research
Two sources, each checked.
Last reviewed
Before you use it · UK law
Add-ons must be chosen by the shopper. An extra added by default is not payable and must be refunded (Consumer Contracts Regulations 2013, reg. 40).
This is simply a pointer to check, not legal advice. Seek legal advice before you put this principle into action.