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40% of gamers impulse buy - NPD survey

Canadian consumers cite cover art and screenshots as biggest influencers in impulse purchase decision.

Even in a recession, gamers are willing to get their game on at a moment's notice. According to an August NPD Group survey of more than 2,400 Canadian gamers, 40 percent of respondents had impulse-purchased a game at least once in the previous six months.

The lower cost of used games is a big plus for impulse shoppers.

The lower cost of used games is a big plus for impulse shoppers.

When gamers purchased on impulse, they were more likely to be on the lookout for a deal, as the average purchase price on used games was about $27, compared to $43 for planned purchases. The industry-tracking firm tied the finding partly to an increase in the used-game business, saying that about one-third of the survey group had picked up a used game in the previous six months, with just 10 percent saying they would never buy their games used.

As for what factors played into an impulse purchase, 40 percent said the game's packaging was a "very important" or "extremely important" factor in their decision. About 33 percent noted playing the game at a friend's house or getting a referral from a friend or family member as a factor, with 25 percent mentioning the selling power of an in-store demo. The recommendations of other shoppers helped out 21 percent of impulse buyers, while 19 percent credited a sales clerk with making the sale.

The immediate gratification of walking out of the store with a product in hand may also have contributed to the impulse buyers' decisions. According to the NPD Group, only 15 percent of impulse purchases were made online.

101 Comments

  • KittyHeart

    Posted Oct 31, 2009 1:30 pm GMT

    when im looking at tekken 6's shiny cover, i see impulse buy

    i mean im sure its a great game too, but i know impulse buyers got it as well

  • thedemon44

    Posted Oct 22, 2009 11:36 am GMT

    I know what games I want, and I am ALWAYS looking for them on sale. It takes a very special game for me to purchase at full price. So I am not sure if I ever impulse buy anymore. When I was younger... all the time, sure, I didnt know better, and the internet wasnt so well developed. Most of my purchases are online now, because thats there mort of the best deals are. I check out Steam every day to see what specials they have... and if it is avaliable for Steam I will not buy it anywhere else. Worry free, lifetime ownership wins the day. And if a game is on Steam, then it WILL go on sale one day. 75% off is not uncommon. I bought Assassins Creed for $5 two days ago. Hells ya.

  • sebetai

    Posted Oct 20, 2009 12:33 pm GMT

    i've impulsed bought before. nothing above $30. i'll look at a review but i prefer to actually try it. although taking a chance and finding a something i'll like is worth it.

  • prioritymail

    Posted Oct 20, 2009 11:58 am GMT

    So impulse shoppers are to blame for series like Dynasty Warriors and such. Despicable.

  • Decrate

    Posted Oct 20, 2009 6:14 am GMT

    i NEVER impulse buy lol

    i always read at least 20 reviews of any game before i buy it.

    i dont own any games that got below an 85% average rating on metacritic and gamerankings

  • bennae66

    Posted Oct 20, 2009 4:11 am GMT

    unless heavily marked down i only purchase games i plan for well well in advance. ive normally read half dozen reviews, i start 'following' games as they are announced. for example: ive been waiting for borderlands for a long long time. only a truly dismal score will stop me buying it at launch. mass effect 2 is in the same boat, as is final fantasy13, dragon age etc. i dont need to budget for games, they are simply a part of my 'daily basics' like mortgage, power, gas, water, games, food etc. speaking of borderlands, its time for me to wet my panties now, it launches in t minus 3 days...

  • kavadias1981

    Posted Oct 20, 2009 1:53 am GMT

    100% of people have impulse bought something at least once in their lives. I don't need to do a study to realise that.

  • Adziboy

    Posted Oct 20, 2009 12:08 am GMT

    If I see a game in a shop that looks really good, I've probably read about it, so it IS impulse buying because I see it and immediately want it - but I've done loads of research before it.

    If that makes sense.

    Killzone 2 made me stop impulse buying second hand games.

  • stziggy

    Posted Oct 19, 2009 9:15 pm GMT

    Only time I buy a game on impulse is if it's under $10. I've given up on instant gratification on buying games. I buy from New Egg. The price is slightly lower than Wal-Mart, the shipping is free, and I don't pay sales tax. I save about $5 or more on a game than buying it locally. My patience is rewarded.

  • acsam12304

    Posted Oct 19, 2009 9:11 pm GMT

    i do that some times i look at the back cover to see how it will look like.

  • Elzenga

    Posted Oct 19, 2009 9:05 pm GMT

    I have an impulse that canada sucks

  • chris_assassin

    Posted Oct 19, 2009 7:38 pm GMT

    i've only impusle brought a game once before and i'll never do it again.

  • darklight4

    Posted Oct 19, 2009 5:47 pm GMT

    i never impulse buy games i usually find out as much as i can first i mean i dont want to blow money on something that wont entertain me

  • Bigcol1611

    Posted Oct 19, 2009 5:12 pm GMT

    Surely parents are to blame, forcing their siblings to 'hurry up and pick a game' because 'the picture on the front of the case looks good!!' Kid goes into shop wanting Call of Duty, comes out with Imagine: Fashion Designer!
    Parent with no patience + Kid taking there time = Impulse bought item!!

  • TheClown24

    Posted Oct 19, 2009 3:47 pm GMT

    just impulse-bought a CD lol (was only £2.50)

  • Odnomiar

    Posted Oct 19, 2009 3:25 pm GMT

    it's probably got something to do with just how many wii gamers there are and just how much, most of the wii target audience, they don't know about the games. I'm not pidgeon holing Wii owners, as there are sure to be loads that own it for the games, but the mums, nans and sisters are porbably responsible for these stats....

  • Gen-Gawl

    Posted Oct 19, 2009 2:27 pm GMT

    thats sad. packaging has nothing to do with game quality. but thats probably why there are so many unhappy gamers. never, ever impulse buy a game unless you are prepared tp get burned.

  • melty3219

    Posted Oct 19, 2009 1:33 pm GMT

    good games deserve my money i always check the reviews of a game before purchasing

  • melty3219

    Posted Oct 19, 2009 1:32 pm GMT

    hmmm so that explains most wii games sales

  • UnknownForm

    Posted Oct 19, 2009 1:14 pm GMT

    Yep. I'm one of them.

  • alexkn64

    Posted Oct 19, 2009 1:14 pm GMT

    I window shop or "webpage shop" all the time, but I am not impulsive. The closest I get is pre-ordering games, but that's after weeks of reading previews, watching walkthroughs and reading up on what's included in the game.

    Hell, right now I've been looking around for nearly a month now for a new laptop. I'm definitely as far as it gets from being impulsive. Everything costs too much these days to be that way.

  • Gorilla97

    Posted Oct 19, 2009 12:16 pm GMT

    GUILTY! i cannot goto walmart without checking out the electronic departments for DVDs and games and even though i rarely ever intend to actually buy one, if i KNOW i have enough money in the bank and one particular title stands out to me ~ a recent video game example would be SAW ~ i'll give in and buy it knowing full well i probably shouldn't.

  • Avenger1324

    Posted Oct 19, 2009 11:44 am GMT

    I always research games before buying them, but will still be classed as an impulse buyer by waiting to see it on sale for a good price.

  • Hydrolix

    Posted Oct 19, 2009 11:15 am GMT

    I find this suspect. What gamer purchased a game based on its packaging? Zero. Did they survey parents buying for their kids? And MightyQDawg is absolutely right about the definition of impulse buys.

  • MightyQDawg

    Posted Oct 19, 2009 11:06 am GMT

    It seems to me there's a bit of disagreement about what an "impulse buy" is.

    To me, an impulse buy is walking out of a store with a purchase I had not intended to make when I went in.

    Routinely scanning store shelves for price drops on games I'm interested in and then buying them when the price is right does not constitute impulse buying. Those are game I *intended* to buy if the price was good.

    There have been games that I heard were good, but still had no intention of buying until I saw them on the shelf for a good price. I consider those impulse buys. I knew they were good, but they weren't on my radar at the $60 price. At $30, things change. I've bought quite a few games like that on impulse. (Dead Space and Soul Calibur 4 come to mind.)

  • fps_d0minat0r

    Posted Oct 19, 2009 10:47 am GMT

    i only buy titles rated 9/10 or above by average user scores.

    i know what im buying before i even walk into the store.

    wont bother checking ratings for modern warfare 2, thats literally guaranteed a 10/10

  • Flameberge

    Posted Oct 19, 2009 10:27 am GMT

    Yeah, I know how that feels, purchases on Steam are always impulse buys, any game I really want, I want the boxed copy; but damn steam and the occasional cheapness. Mass Effect was an impulse buy for me, I always planned to get it, but never got round to it. Saw it on Steam cheap about 3 weeks ago and couldn't stop myself :p

  • ass_wipe

    Posted Oct 19, 2009 10:08 am GMT

    The deals on steam always get me. I just can't turn down some insane percentage off a title that came out less than 6 months ago.

  • Rottenwood

    Posted Oct 19, 2009 8:23 am GMT

    Finally, the great mystery of "who the hell bought Shaun White Snowboarding?" has been solved.

  • weapon93

    Posted Oct 19, 2009 8:23 am GMT

    This is bad news. Impulse buys = crap game buys. This leads to developers focusing on making good screenshot games and cover art instead of making GOOD games that are polished, fun to play and push the envelope. Gamers should buy games that are great and bring new ideas to push the industry forward.

  • skullboy950

    Posted Oct 19, 2009 8:20 am GMT

    This doesn't surprise me, with all those casual gamers thinking they're buying an awesome game when really it's just crap.

    Impulse buyers don't know what they're getting into.

  • TheClown24

    Posted Oct 19, 2009 8:17 am GMT

    yeah i had a few impulse buys lately, sim city 3000 for £1.94 on play, quake 4 for about £2, then mass effect in gamestation for £10 and i havent regretted any of them, just helps having a good gaming knowledge so you know what to buy and not to buy

  • Mr_Versipellis

    Posted Oct 19, 2009 7:28 am GMT

    I certainly do. Just today i grabbed Dawn of War in a store(!).
    I buy based on reviews. Generally if soemthing gets a good review and looks decent or gets a bad review but appeals to me I'll get the demo, play it, and if I like it I'll buy it.

  • Rect_Pola

    Posted Oct 19, 2009 6:18 am GMT

    No, I almost never "buy" games anymore. I know about what I want months in advance and preorder most of them in full unless I'm iffy enough to warrent waiting for reviews. The only games I buy are titles I forgot to preorder.

  • veeks

    Posted Oct 19, 2009 5:50 am GMT

    Just a quick question, when was the last time anyone here answered a survey honestly?

  • SadPSPAddict

    Posted Oct 19, 2009 4:52 am GMT

    Surely an impulse buy is one where you walk in the shop and come out with something you didn't expect to. Playing at a friend's house makes it pre-meditated!! Yet another meaningless survey!!

  • chaisemon

    Posted Oct 19, 2009 4:37 am GMT

    for me, the cover art and the screenshots in the back does the trick and the price of course..

  • iucidium

    Posted Oct 19, 2009 3:11 am GMT

    @bennae66; the way you shop and using words like 'snipe' I would say you are buying cheap to have enough money for COD 6000000000000: REDICULOUS NIGHT VISION EDITION

  • iucidium

    Posted Oct 19, 2009 3:06 am GMT

    Well, 40% of canadians are making nintendo and activision rich

  • pete_merlin

    Posted Oct 19, 2009 2:39 am GMT

    so?

  • Glade_Gnarr

    Posted Oct 18, 2009 10:19 pm GMT

    I bought GRAW 2 in october in an impulse buy 'cause it was new and only $8, not for any reason mentioned above.

  • metalisticpain

    Posted Oct 18, 2009 9:46 pm GMT

    Pre paid games used to be a good buy. Now theres normally only $5 difference... atleast in EB games and JB HIFI.

  • akiwak

    Posted Oct 18, 2009 9:16 pm GMT

    %60 of the people that read this article had nothing worthwhile to say!

  • bennae66

    Posted Oct 18, 2009 7:41 pm GMT

    im an aussie and i will impulse buy specifically when i do my weekly lap to jb, eb, game and gametraders. i scan each shelf in the ps3, 360 and pc sections and if a game has been on my radar for a while ie: 'im not buying it at launch but i will get it when it drops well in price' i snipe it without a moments thought. killzone 2 and littlebigplanet went platinum and i got em cheap cheap. the newest additions to my snipe list are brutal legend and disgea 3. ebay had dawn of war 2 and red alrt 3 at just the right price so WHAM! is that impulse or just obsessive compulsive?

  • maldoror19

    Posted Oct 18, 2009 7:41 pm GMT

    I don't impulse buy. Ever. I sometimes impulse rent, though.

  • nezardm

    Posted Oct 18, 2009 6:38 pm GMT

    NEWS UPDATE!

    we are really really sorry, but our new survey says that at least 90% of americans shop impulse.

    Surprised? im not....

  • veeks

    Posted Oct 18, 2009 4:12 pm GMT

    I can't say that i've ever impulse bought a game because of it's cover art.

  • zyxomma100

    Posted Oct 18, 2009 2:05 pm GMT

    I very rarely go into a game store knowing what I'm coming out with. The majority of my games are impulse buys for $5-$15. Yeah, I know what's generally considered good, but I also know what I'm interested in, and I know what I'm getting myself into. I've had very few utter disappointments (Fable, SC4, Gears of War), but I've had a lot of pleasant surprises (Viva Pinata, MGS2, Eternal Sonata, even Halos 1-2). Actually a lot of my planned purchases end up being disappointments, and I don't know if it's because I have higher expectations for them or what.

  • Zloth2

    Posted Oct 18, 2009 12:16 pm GMT

    Hey, wait a second! How is buying a game after playing it at a friend's house an impulse buy!? Or trying out a demo first in the store?? How much time do they expect us to burn on research before it's no longer 'impulse'?

    Anyway, the results aren't that surprising. For games on sale, it's only $30.

  • Triton

    Posted Oct 18, 2009 11:50 am GMT

    Gotta love Canada.
    I impulse buy the candy that stores have in the checkout lines while I am waiting to check out with the items I went there to purchase.

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