Why Shoppers Are Thinking With Their Hearts, Not Just Their Wallets

Have you ever walked into a store or clicked “buy now” on your phone not because something was the cheapest, but because it felt right? You’re not alone, and it’s not random. New research from Ipsos shows that more and more people are letting emotions guide their purchase choices, not just price tags.

This isn’t about impulse buying or retail therapy in the old sense. It’s a deeper shift: customers are increasingly thinking about how a purchase makes them feel, how it connects with their values, and how a brand makes them feel seen and understood.

Price Just Isn’t Enough

Of course people notice price. We all do. But customers are starting to ask a new question when they decide what to buy:

Will this make me feel good, understood, or connected?

That means brands that focus only on being “the cheapest” are starting to lose ground. Emotional resonance, like trust, relevance, identity, now plays a central role in why someone chooses one product over another.

Brands That Get You

Here’s the thing: emotions aren’t fluffy baggage in retail. They’re data points. When a brand creates experiences that make people feel good, seen, or aligned with their values, shoppers respond. That might look like:

• A message that recognizes real customer needs
• A product that fits into someone’s identity
• An experience that feels personal, not generic

Ipsos suggests that brands gain influence as shopping decisions shift from essentials to more emotional, pleasure-oriented purchases, and that’s a huge opportunity.

You Had Me After Hello

This trend doesn’t mean price doesn’t matter anymore — it means it’s one part of a bigger picture. Price might get someone in the door, but how they feel about the brand often decides whether they stay, return, or recommend it to a friend.

In a world where shoppers have endless options just a click away, it’s emotional connection, not just a good deal, that turns a one-time purchase into loyalty. When we choose one product over another, we buy how we want to feel.

How does your target market feel about your brand? Go InsideHeads for reliable insights for informed business decisions.