April 17/Denver/PRNewswire -- Despite a shopping list being a tool to stay on budget and eliminate unnecessary purchases, research shows that nine out of 10 shoppers still buy items not on their list. This was revealed in The Checkout, an ongoing shopper behavior study conducted by The Integer Group and M/A/R/C Research.
Of these shoppers who purchase off-list items, 66% say the reason was a sale or promotion, 30% say they found a coupon, and 23% say they simply wanted to pamper themselves.