Taken together, those trends have fueled predictions that impulse shopping is in decline. Is impulse shopping really disappearing? When it comes to impulse shopping for snacks, NIQ data shows that 21.6% of impulse purchases occur in stores verses 10.7% online. Emerging channels and paths to purchase impulse productsOne of the biggest – and most overlooked – opportunities that O’Leary says he sees for impulse purchases is on social media. Instead, impulse shopping is becoming an omnichannel experience, shaped by social media, digital merchandising, AI recommendations, fast fulfillment and, ultimately, purchases that may happen online and in store.