The New Impulse Purchase

Yes, they talk to each other. Easily.

Yes, they talk to each other. Easily.

You know that moment when you've spent a whole bunch of time in the supermarket, then you come up to the checkout and those chocolate bars look soooo tempting? They are on sale too! Sale = must buy.

You give in.

Why did you give in?

It was easy. It was right there! What's another 88 cents on to your $65 or higher grocery bill? You also gave it because it was science my friend. The science of decision fatigue.

Now let me paint you a slightly different, yet very similar picture.

You come home after a long day at work, a really long day. Perhaps you have dinner, perhaps you're too tired to even do that right now and you just want to crash on the couch for a few minutes, maybe even take a quick nap.

You turn on the TV ... you mindlessly watch. Then you come across a commercial that looks like a slightly modified version of this (same call to action though):

amex-tv-commercial-of-the-future

You've wanted an e-reader for a while, this deal looks great. You pick up your phone and you tweet: #BuyKindleFireHD

You give in.

Why did you give in?

It was easy! Your phone was right there!

Have American Express and Twitter just created a way for consumers to make new impulse purchases? I will certainly be keeping an eye on the future of this program to find out. If you're interested, Danny Sullivan from MarketingLand.com wrote a terrific post about his whole experience with this new service.

Happy shopping.