Skipping coffee might save you money on shopping sprees

If you wish to limit your spending during your visit to the shopping centre and avoid getting caught in a shopping spree, consider skipping the coffee. Studies by scientists from the University of South Florida have shown that caffeine influences this.

An experiment conducted by the research team in three different retail stores showed that customers who drank a cup of free caffeinated coffee before entering the store spent, on average, 50% more money and bought 30% more products than those who drank decaffeinated coffee or water. The results of these studies were published in the journal, "Journal of Marketing".

"Caffeine releases dopamine in the brain, which stimulates the mind and body. This, in turn, increases impulsivity and decreases self-control," said Dipayan Biswas from the University of South Florida, a member of the research team.

As part of the experiment, coffee machines were placed at the entrances to a shopping mall, a home goods store in France, and a department store in Spain. Each of over 300 customers, upon entering the store, received a free cup of coffee. Half of them chose coffee containing about 100 milligrams of caffeine, while the rest chose decaffeinated coffee or water. Customers presented their receipts to the researchers after completing their shopping. It turned out that those who consumed caffeinated coffee spent more money and bought more products compared to those who drank non-caffeinated beverages.

Researchers also noticed that caffeine affects the types of products purchased. Those who drank caffeinated coffee more often chose unnecessary items such as scented candles.

A similar experiment was also conducted in controlled conditions, this time focusing on online shopping. Two hundred business school students were divided into groups: one drinking decaffeinated coffee and the other caffeinated coffee. They were asked to choose items from a list containing 66 options. Those consuming caffeine more often chose impulse-buy items, like a massager, while the others preferred practical items, such as a notebook.

While moderate amounts of caffeine can have positive health effects, they can also have unintended consequences during shopping (...) Consumers trying to control impulsive spending should avoid consuming caffeinated drinks before shopping," emphasized Dipayan Biswas.

According to researchers, understanding the mechanisms by which caffeine affects our spending is important because coffee is one of the strongest stimulants that remains legal and widely available.

American scientists also suggest that store owners aiming to maximize profits might consider the influence of caffeine on customers' moods in their marketing strategies.