Airport Shopping Habits: 70% of Americans Make Impulse Purchases

If you’ve ever traveled by air, you’ve probably had one experience running through the airport trying to make it to the gate before the boarding doors close. Whether traffic was bad, security was long, or a layover was delayed, chances are you’ve jogged through airports passing by restaurants and stores. But if you’re not dashing through the airport, are you stopping at those stores? 

A new study from CardRates.com asked 1,000 Americans about their spending and shopping habits at airports to better understand their impulses and needs before stepping on a plane.  

Chances are you’ve purchased a water bottle or a snack from the airport retail store before boarding your plane, and if you’ve made unplanned purchases at an airport you’re not alone. The majority (70%) of survey respondents have made unplanned purchases, and 22% say they always or frequently make these impulse purchases. 

What is it about airports that makes shopping so easy? For one-quarter of surveyed travelers, the stress of travel and airports leads them to make more impulse shopping decisions. Another 1 in 4 say they shop at airports to help relieve this stress.

No matter how much Americans are spending, there are likely to be regrets, with 38% of those surveyed saying they’ve regretted an airport purchase, and 1 in 10 rarely or never feel satisfied with what they’ve purchased. This may be due to airports being notoriously overpriced, and 96% would agree. Despite this feeling, more than half (55%) of those surveyed said they still shop at airports, and 39% admit to spending more than they would like to.

People are spending an average of $135 at airport shops every time they fly, which can add up when you factor in $10 water bottles or $7 granola bars. But hunger is a good motivator, with 69% of survey respondents identifying it as the main reason to shop at an airport, followed by thirst (50%) or forgetting to pack something (32%). 

This makes sense because according to those surveyed, food (84%) is the number one item most often bought at an airport, followed by non-alcoholic beverages (75%), souvenirs or gifts (35%), alcoholic beverages (22%), and personal care items (21%). 

So, how much are Americans spending on each of these items? Souvenirs and personal care items are more expensive, with people spending about $38 and $73, respectively. Booze and food go hand in hand, with respondents shelling out around $38 for each. 

Survey respondents identified non-alcoholic drinks as the most “affordable” item travelers buy, spending an average of $19. Americans may be using a credit card that gives them travel rewards or miles when shopping at airports, putting these airport spends to good use. 

Even if you spend more than you would like to, whether it’s for drinks, snacks, or duty-free items, 2 in 3 survey respondents said they believe spending money at an airport before flying is just part of the overall travel experience. 

But one way 36% of those surveyed may be trying to relieve themselves of some of the costs is by bringing their own food to the airport so they don’t have to buy anything before flying.

Among those who aren’t bringing their own food to the airport, 62% said they may get food or snacks “to-go” from a store, or they may sit down at airport restaurants (29%). As everyone who has had an early flight knows — there are no rules at the airport when it comes to eating or drinking before hopping on a plane. 

Survey respondents said convenience (41%), quality (24%), and price (32%) of the drinks and food are the most important factors when it comes to deciding what or where to eat or drink at the airport.

More seasoned travelers may have access to airport lounges, which provide travelers with seating, food, and drinks at little to no cost. Among the 3 in 10 Americans surveyed with lounge access, 87% said they use this access for food and drinks. 

Another 65% believe the lounge access impacts their spending at airports, with 32% saying they spend less. Interestingly, nearly 1 in 3 (31%) said they spend more with lounge access, while 37% found no differences in their airport spending.

The travelers who arrive plenty early before their flight likely have time to kill. They may not even have a gate assigned to their flight, so they have plenty of time to meander through the airport and peruse the shops and restaurants. All this free time may explain why 44% of respondents say they have bought something at an airport just to pass the time. 

It’s not just how much time travelers have before their flight that may influence their spending, 62% said the length of the flight itself also makes an impact. The same amount of snacks or drinks is probably not needed for a one-hour domestic flight compared to a 10-hour international flight. The airports themselves are apparently not a factor, with more than half (56%) of travelers having the same impulse to shop at both international and domestic airports. 

Something you know airports will always have, regardless of whether your flight is domestic or international, are souvenirs. Maybe you missed getting that postcard, T-shirt, or magnet, and you know you can generally rely on the airport for last-minute items before leaving the tarmac. More than half (57%) of those surveyed have purchased souvenirs at the airport, with 30% saying the souvenirs were for themselves and 70% buying them for others. 

Whether you’re searching for souvenirs, grabbing a cocktail, or enjoying a sit-down meal, make sure you don’t spend too much time shopping and miss your flight!

“If you’re a regular traveler, you can definitely mitigate the expense of flight delays,” says Erica Sandberg, Consumer Finance Expert for CardRates. “Start out with the right credit card. For example, The Platinum Card from American Express provides up to $500 per covered trip if you’re unexpectedly grounded for more than six hours. Coverage includes “reasonable additional expenses” such as meals, lodging, toiletries, and medication. Similar insurance coverage is offered on the Capital One Venture X card and Chase Sapphire Reserve card. Although each has a relatively high annual fee, if you take advantage of all the benefits,  including this type of insurance coverage, you’ll soon come out ahead.” 

In October 2024, we surveyed 1,000 Americans to learn about their airport travel and shopping habits. Those surveyed ranged in age from 18 to 78 with an average age of 40. Respondents identified as 49% female, 49% male, and 2% non-binary.

The average number of times respondents travel by air annually is three, and they primarily travel for leisure/vacation (59%), family visits (24%), business (13%), or other (4%). They usually travel with family (55%), alone (33%), with friends (7%), or with coworkers (5%). 

For media inquiries, contact media@cardrates.com