The reality: Cutting back is easier said than done.

• 72% of consumers made an unplanned discretionary purchase in the past month—even as 69% say they intend to cut back or maintain current levels of nonessential spending, per an Optimum Retailing consumer survey.
• The top five triggers driving that spending are limited-time sales or promotions (55%); eye-catching product displays (45%); instant availability (26%); the ability to touch, feel, or try the product (17%); and product placement near planned purchases (15%).

Why it matters: The findings underscore the persistent influence of smart in-store merchandising and promotional tactics—even in a cautious, value-focused climate.