Checkout Aisle Impulse Buys

  We are all familiar with waiting in line at the store and being surrounded by products. They are normally the things that you did not come to buy but as you wait in line you start to think, maybe I should get a drink, I think I will get a candy bar, or I'll just look through this magazine until I checkout. All of these items can easily become impulse buys. According to a study sponsored by Mars, Time-Warner, Wrigley, Coca-Cola and others; 1% of all supermarket sales happen at the checkout counter. The top items include; candy, gum, magazines, and drinks. Other popular items that are seen at the checkout are chap-sticks, trail size products, small toys, and nail clippers. I know that Kmart tends to have candy and drinks as well as a variety of products ranging from cards to bobby pins. We are all accustomed to seeing candy and drinks at supermarkets and grocery stores but now we are seeing these items at stores such as; Ace Hardware, Bed Bath & Beyond, Best Buy, and even Old Navy.
  Does the self-checkout system reduce impulse buys? Self-checkout is becoming more popular and are in several stores; but if you have ever used this service you will recall that there is not a lot of items around the checkout counter. These items are placed as you are going into the self-checkout zone and can easily be ignored by customers. Speaking from my experience, I am more likely to pick up items like drinks or snacks while in line at a regular checkout rather than self-checkout. They make it more convenient.