3 in 4 Americans make impulse purchases while late-night shopping: survey

Sunset used to be a time to slow down and relax but for many Americans, it’s starting to translate to some impulse shopping decisions.

Per the latest survey by CouponFollow, when Americans shop late at night, impulse buying is the norm, with 75% of those surveyed saying they’ve made an unplanned purchase during a nocturnal shopping spree.

Late-night impulse buying is especially common among younger consumers—58% of Gen Z and 57% of millennials reported making unplanned purchases, versus 46% of Gen X and 47% of baby boomers.

In fact, Gen Z “overspends” about $541 per year while shopping in the wee hours. That’s more than four times the figure for baby boomers.

Clothing and accessories were the most popular late-night purchases among Gen Z shoppers, with 42% buying them, ahead of books, games, and media (32%), and food delivery or takeout (29%). Only 2% of boomers said they ordered takeout late at night.

It’s hardly surprising that Gen Z loves to shop, but this comes at a time when economic uncertainty has tightened budgets for Americans across the board. According to a 2025 Morning Consult study, 83% of Americans said overspending caused them stress, with younger generations having a notably harder time accumulating savings and paying bills.

Meanwhile, a 2025 report by NielsenIQ estimated that Gen Z would be the “highest spending generation in history.”