Clicking Toward Happiness: 9 out of 10 Hungarians Impulse Shoppers

A new nationwide study from electronics retailer MediaMarkt reveals that impulsive shopping is deeply ingrained in Hungarian consumer behavior, especially among younger generations. According to the survey, nearly one in five Hungarians regularly purchases products they had no prior intention of buying. 

The trend is especially prevalent among those under 30, with 16% of respondents in this age group admitting to making unplanned purchases several times a week. In contrast, only 6% of consumers over the age of 50 report shopping on impulse with that frequency.

Overall, the data suggests that 15% of the Hungarian population makes at least one impulsive purchase per month, while 10% do so weekly.

Discounts Drive Decisions

The primary motivator behind these spontaneous shopping sprees is value for money. Sixty-two percent of respondents said they are most tempted by a good price-to-value ratio, while 52% cited promotions as a major trigger.

Roughly one-third of all impulse purchases are driven by special offers. Emotional factors also play a significant role: 17% of shoppers mentioned feelings such as happiness, excitement, or a desire to reward themselves. Stress was also a factor in 11% of cases, with women more prone to stress-driven purchases and men more influenced by boredom.

Brick-and-Mortar Temptation Still Strong

Despite the rise of e-commerce and social media advertising, physical stores remain the most common site for impulsive shopping. Twenty-eight percent of respondents said they most frequently made unplanned purchases in brick-and-mortar outlets, compared to 24% who did so via online shops.

Only a small percentage reported making spontaneous purchases on social media platforms. Among the 16–29 age group, however, more than half said they had often placed online orders without any prior planning.

What Are Hungarians Buying on Impulse?

When it comes to the types of products purchased impulsively, small kitchen appliances are the clear winners. Nineteen percent of respondents said they had bought an air fryer or coffee machine on a whim, even if the item carried a higher price tag.

Tech accessories are another popular category, with 17% reporting purchases of smartwatches, wireless earbuds, or power banks. Entertainment electronics such as Bluetooth speakers and TVs followed at 13%.

Among shoppers under 30, gaming accessories and smart home devices were frequent impulse buys. Despite the popularity of these tech-related items, 29% of all respondents said they only buy expensive electronics as part of a well-considered decision, not impulsively.

Buyer’s Remorse? Not So Much

Though often unplanned, most impulse buys don’t lead to regret. Twenty-one percent of respondents reported feeling positively about these purchases afterward, and another 25% admitted to some guilt but said they did not ultimately regret the decision.

Only 13% of those surveyed said they had frequently regretted impulse purchases. For 18%, the post-purchase experience varied depending on their mood or the specific product.

Retailers Adapting to Digital Shopping Behavior

“The rise of digital technology has sped up and reshaped the way people shop—often it takes just one click to make a decision,” said Gábor Szilágyi, managing director of MediaMarkt Hungary. “That’s why it’s important for us as retailers to shape this process responsibly. Our goal is to ensure that even in cases of impulse purchases, our customers make well-informed choices. We support them with expert advice, transparent information, a broad product range, and a positive shopping experience.”

As Hungary continues its post-pandemic consumer recovery, understanding the psychology behind impulsive shopping and the generational differences in behavior could help retailers adjust their strategies. With digital convenience and emotional triggers playing increasingly significant roles, the line between planned and unplanned purchases may continue to blur in the coming years.

Source: bbj.hu