Even though American consumers are feeling a financial crunch in their wallets, that's not stopping many from buying on impulse, according to a new study.
Fifty-three percent of consumers surveyed by PartnerCentric said their overall budget is tighter in 2026 than in 2025. But 81% of consumers said they have made an impluse purchase so far in 2026. The average number of impulse buys was seven, with the median spend being $50 per purchase. The average spent on a single largest impulse buy was $355.
“The consumer economy is in a weird place right now. A majority of consumers say their budgets are tighter this year, and yet they’re still buying beyond necessities," Stephanie Harris, Founder and CEO of PartnerCentric, told USA TODAY.
"In fact, Gen Z and Millennials are most likely to report making impulse purchases in 2026, at 86% and 85%,'' she said. "What’s driving it isn’t just need. It’s emotion and the desire for a small reward when life feels expensive and high pressure.”
The top category for impulse purchase was food or beverages at 54% while clothing came in second (53%), electronics came in at 35% and shoes or accessories at 26%.
