Think back to the last time you bought on impulse – no judgement here, just curiosity. Was it for enjoyment? Was it a sale? Did you feel inspired? I’m going to guess that it wasn’t an entirely logic-based decision.
The emotional experience has a huge impact on the way we shop. According to Gallup, 70% of decisions are based on emotional factors, and only 30% are based on rational factors.[1] This is corroborated by an online survey of 1,950 US consumers, with 69% of Americans admitting that emotions have influenced their spending.[2] So good news – we’re not alone!
And more good news – that also means there’s a huge opportunity to create in-person experiences that make customers more likely to buy. How does your business feel when your customer walks in? Does it feel welcoming? Are you leveraging the power of the senses to fully engage the customer, such as scents, music, and lighting? Do your employees engage on a personal level?
Now hold on, you might be saying – I thought we needed to focus on digital to be competitive. Well, that depends on your niche.
45% of consumers primarily shop in brick-and-mortar stores, with popular items including groceries, personal care and beauty products, and clothing.[3] While Baby Boomers and Gen Xers are the most likely to want to shop in-store, interestingly, Gen Zers are most likely to shop an equal mix of in-store and online.
So how do you build this emotional connection with the consumer? There are three main categories I see:
1) personal connection and current experience;
2) nostalgia / memory of past connection; and/or
3) an inspirational, more forward-looking take on what the consumer can do with your services / product.
Whatever storyline you lead with should filter down across all channels, with each interlocking to create a cohesive experience whether that be digital marketing and sales, or in-person. It’s not just about what you’re producing, but the overall environment you’re creating and the connection you’re building. Ultimately, this leads to growth. Emotionally connected customers are twice as likely to spend more on their favorite brands. [4]
Ready to move your business forward?
[1] Customer Brand Preference and Decisions: Gallup’s 70/30 Principle
[2] 69% of Americans Admit to Emotional Spending | LendingTree
[3] Online vs In-Store Shopping Statistics (2026): Latest Sales Data
[4] New Retail Study Shows Marketers Under-Leverage Emotional Connection