Gen-Z making twice the amount of impulse purchases as the average person

A new survey by leading specialist bank Vanquis has revealed that Gen Z shoppers are making nearly double the number of impulse purchases as the average person, fuelled by platforms like TikTok, leaving many with financial regrets.

Gen Z spends multiple hours a day on social media, with many relying on it as a source of news, using it as a search engine, and for finding products. It’s been linked to negative impacts including increased social pressure, with many young people easily ‘influenced’ by what they see online.

For example, social media trends like ‘overconsumption core’ glamourise the hoarding of products, ranging from overflowing shelves of skincare and makeup to mountains of clothes, shoes and accessories. This normalises overspending and mass possession, pushing young people to frequently and impulsively spend, which can disrupt finances and even mental health.

The survey shows that people aged 16-24 are the most impulsive age range, making an average of 74 impulse purchases per year. This is nearly double the average of 42 impulse purchases annually per person. 1 in 20 make impulse buys every day.

Millennials aren’t far behind Gen Z, with shoppers aged 25-34 making an average of 71 impulse purchases per year. Millennials have previously been labelled the most impulsive generation for spending, as 52% were found to impulse shop more than any other generation.

Social media is a key driver in this spending behaviour, with 87% of 16–34-year-olds confessing to making unplanned purchases through social media, and over a third admitting they do this frequently.

Studies social media fuels impulse spending by combining personalised content, influencer-driven social proof, urgency tactics, and seamless in-app shopping that trigger emotional reactions and lower self-control.

In contrast, shoppers aged 55+ are most careful about their spending, making just 17 spontaneous purchases annually. Nearly 30% of people aged 50-64 are ‘economically inactive’ due to retirement, so this may also be a driving factor in why most only make impulse purchases once a month (19%), many don’t at all (17%), and only 0.5% do it daily.

While a large majority of older people are now using social media, they are less influenced by it, especially when it comes to shopping. People aged 45+ are the least likely to make unplanned purchases on social media, with just 24% of over 55s admitting to being influenced, rising to 50% for 45-54-year-olds and 69% for 35-44-year-olds. This is likely the result of them being more skepticalwhen shopping online.

One in ten say that they always regret their spontaneous splurges, and 60% say they keep purchases secret from friends and family, which is higher than the national average (41%). In comparison, nearly half (48%) of over-55s and nearly a third (32%) of 45-54-year-olds say they ‘rarely’ or ‘never’ regret impulse purchases due to their financial impact. They are also significantly less likely to hide them from friends and family.

Tim Schwarz, Head of Brand at Vanquis said “Impulse spending is not new, but seeing that younger generations are so susceptible to it is concerning. Unplanned and unnecessary purchases can quickly add up and absorb your budget. Appealing products advertised on social media apps also make it much harder for younger generations to resist the urge to spend unnecessarily.

“This can very easily turn into a cycle that drains your finances and causes heavier reliance on credit cards, where debt can build to dangerous levels if the habit goes unchecked.”

Most Financially Impulsive Person by Age
Age Range	Total Number of Impulsive Purchases Per Year
16–24-year-olds	74
25–34-year-olds	71
35–44-year-olds	57
45–54-year-olds	32
55+ year-olds	17

Social Media’s Influence on Impulse Purchases by Age
Age Range	Percentage Who Said ‘Yes, frequently’ or ‘Yes, occasionally’
16–24-year-olds	87%
25–34-year-olds	87%
35–44-year-olds	69%
45–54-year-olds	50%
55+ year-olds	24%