Adobe study: 86% of US shoppers make unplanned online purchases monthly
By
Luis Rijo
Summary
Adobe for Business research reveals that 86% of US shoppers make at least one unplanned online purchase per month, challenging traditional assumptions about consumer decision-making. The study surveyed 1,003 US consumers and highlights impulse buying driven by social video content, flash sales, and Gen Z stress relief patterns. The research was published on June 15, 2026, at business.adobe.com.
Source
bskyAdobe study: 86% of US shoppers make unplanned online purchases monthlyppc.landKey quotes
· 3 pulled86% of shoppers making at least one impulse buy per month - a figure that challenges long-held assumptions about how consumers move through purchase decisions
The study, which surveyed 1,003 consumers across the United States at a 95% confidence level with a plus or minus 3% margin of error
unplanned online purchasing has become a dominant pattern across the United States
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