Why you should skip coffee before shopping |
We’ve all been there – wandering through a store, sipping a caffeinated drink, and suddenly feeling energised to browse. Coffee, one of the most popular beverages in the world, is the perfect pick-me-up. Many people tend to get their caffeine fix before running errands or heading to the mall. But experts are now suggesting that you stay away from coffee before your shopping spree.An international study led by the University of South Florida has found that drinking coffee before shopping may not be a good idea. The findings of the study, titled ‘EXPRESS: Caffeine’s effects on consumer spending’, are published in the Journal of Marketing.
Your coffee is costing you more than $5
Researchers at the University of South Florida found that the innocent cup of joe might be the reason your cart is fuller. Yes, that’s right – that caffeine kick might be making your wallet lighter than you intended. The study showed that caffeine intake before shopping impacts what you buy and how much you spend. There is a reason why coffee bars are placed near the entrances.To understand the effects of caffeine on shopping, the research team ran three experiments in retail stores, and the results were striking. They found that shoppers who drank a cup of complimentary caffeinated coffee prior to roaming the stores spent about 50% more money. These shoppers also bought nearly 30% more items than those who drank decaf or water.“Caffeine, as a powerful stimulant, releases dopamine in the brain, which excites the mind and the body. This leads to a higher energetic state, which in turn enhances impulsivity and decreases self-control. As a result, caffeine intake leads to shopping impulsivity in terms of a higher number of items purchased and greater spending,” lead author Dipayan Biswas, the Frank Harvey Endowed Professor of Marketing at USF, said.
The science behind the splurge
To analyse the effects of coffee on shopping, the researchers set up an espresso machine at the entrances of a retail chain and a home goods store in France, and a department store in Spain. Over 300 shoppers were provided with a complimentary cup of coffee. Upon entering the store, half of them were offered 100 mg of caffeine, and the others decaf or water. The receipts of these shoppers were shared with the researchers upon exit.The researchers found that those who consumed coffee purchased a significantly higher number of items and spent more money compared with those who had decaf or water. They also noticed that this caffeine shot had an impact on the things they purchased. The participants who drank caffeinated coffee bought more non-essential items than other shoppers. These included scented candles and fragrances. However, both groups bought similar numbers of utilitarian purchases, such as kitchen utensils and storage baskets.The researchers also conducted these experiments in a lab and got similar results – this time regarding online shopping. This study involved 200 business school students, who were categorised into two groups: caffeinated and decaffeinated coffee. They were asked to pick which items they would purchase from a preselected list of 66 options. Those who consumed caffeine picked more items considered to be impulsive purchases, such as a massager, while others selected more practical items, such as a notebook.“While moderate amounts of caffeine intake can have positive health benefits, there can be unintended consequences of being caffeinated while shopping. That is, consumers trying to control impulsive spending should avoid consuming caffeinated beverages before shopping,” Biswas said.So, if you are really planning to cut back on unwanted purchases, skip the coffee before heading to the shop. That seemingly harmless $5 coffee could make you spend $500 extra on your purchases – and most of them would be just impulse buys.
