Despite uncertainty around the impact of US tariffs on the economy, the warmest April on record, combined with a long Easter weekend, resulted in a 6.9 per cent increase in in-store spending after it dropped by 1.9 per cent in March on a year-on-year basis, Barclays found. Consumer card spending also grew by 4.5 per cent in April compared with the same period last year, the biggest rise since June 2023, whilst non-essential spending rose by 5.1 per cent last month, its highest rate in almost two years.
Impulse purchasing occurs when a consumer experiences a sudden, often powerful and persistent urge to buy something immediately, making up a staggering 27-62 per cent of total buying in-store. Although the factors that drive an individual to make a purchase they had not initially intended is largely out of retailers’ control, store layout, atmosphere, and promotional displays can heavily influence buying behaviour.
According to Rolf Whiteman, sales director at Harrison Retail, as we gear up to peak summer season, retailers must ensure they are not only prepared for the increased footfall, but also that they have the correct merchandising displays in place to capitalise on impulse purchase sales.
“One of the most common, easiest and inexpensive promotional display tactics we see across stores is strategic cross merchandising, where complementary products are grouped together, encouraging customers to make additional purchases or upgrades. As we approach British summer time, retailers should create seasonal themed displays, featuring product bundling and limited time offers, to effectively leverage consumer psychology and drive sales. In turn, shoppers will benefit from a more seamless and simplified experience, locating all items needed for a particular task or event in one place.”
Rolf continued, “Floor-standing dump bins, when strategically positioned in high traffic areas, such as at the end of aisles or near check-out, capture the attention of customers, raise awareness of special offers and drive impulse sales byincreasing product visibility. Made from durable metal, often collapsible, and suitable for any small loose items, dump bins serve as an effective secondary display to supplement wider merchandising strategies. Designed for large items, free-standing display baskets and tables are another example of an ideal semi-permanent merchandising solution for neatly displaying products.
“As in-store spending takes a turn for the better and we enter peak summertime season, retailers should ensure they are best prepared to make the most of increased footfall by planning a multi-layered merchandising strategy to align with seasonal demand. And, to successfully sustain these impulse and promotional sales throughout the season, effective inventory management is key, ensuring on-demand products are well stocked on displays to maximise customer appeal and drive sales.”
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