Why Wineries Can’t Afford to Ignore Digital Marketing: The Impulse Buy Effect

AI Created
Sep 8
3 min read

The following was written by AI. But the thing about using AI is that you need to know what to ask it. The great thing about AI is that it took only about 20 seconds for it to scour the internet to find data sources!

The request posed to AI:

"Find proof points that show how often people impulse buy because they get a text, email, or see something on social media, and write a blog post using those points to explain to wineries why they need to spend time and money on digital marketing." I also asked it to provide a list of the studies from which it pulled this data. You'll see that as a list at the bottom.

AI Answer:

If you’ve ever wondered whether it’s worth investing in better email campaigns, text outreach, or social media presence—the data says absolutely yes. Today’s customers are making purchasing decisions in the moment, often triggered by a single post, email, or notification. For wineries, that means every well-timed message could be the difference between a one-time visitor and a repeat buyer.

Social Media: Where Buying Decisions Happen

Social platforms are no longer just places to connect with friends—they’re marketplaces.

48% of U.S. social media users admit to making impulse purchases after seeing a product online.
The average spend on these social-driven impulse buys is $754 per year, with millennials and Gen Z spending even more—$1,016 and $844, respectively.
Platform breakdowns show the power of visibility:
- 55% of TikTok users
- 46% of Instagram users
- 45% of Facebook users have made impulse purchases based on what they saw in their feed.

For wineries, this is an open invitation. A bottle photo, a vineyard story, or a limited-time release highlighted in a post can directly move wine off shelves.

Emails, Texts & Notifications: The Nudge That Works

Impulse buying isn’t limited to social scrolling—it also happens in inboxes and on lock screens.

After seeing a product ad on their phone, 34% of Americans purchased within a day, and 20% within just hours.
Research shows that personalized, well-timed notifications dramatically increase the likelihood of an impulse purchase.

Think about that: a simple, thoughtful text—“Our spring rosé just dropped. Limited cases available.”—could lead to instant sales before a customer even steps foot in your tasting room.

The Psychology of the Impulse Buy

Why do these channels work so well? It’s not just convenience—it’s emotion.

Both positive emotions (like excitement or enjoyment) and negative emotions (like stress or even sadness) can drive unplanned purchases.
Social media adds fuel by creating FOMO (fear of missing out), making customers feel like if they don’t act now, they’ll miss something special.

Wineries can harness this by aligning messaging with the emotions that already surround wine—celebration, connection, curiosity, discovery.

The Bigger Picture: Unplanned Purchases Are the Norm

It’s not just a few outliers.

73% of Americans admit that most of their purchases are unplanned.
On average, people spend over $3,300 a year on impulse buys.

This is why quality marketing is not optional. Customers are primed to buy—you just need to be the brand that shows up in their moment of decision.

What This Means for Wineries

Investing in professional marketing isn’t about vanity—it’s about revenue.

High-quality photos, storytelling, and campaigns increase the chance that your wine is the one customers see when they’re ready to buy.
Strategic use of email, SMS, and social media ensures you’re not just part of the noise—you’re the trigger for their next impulse purchase.

The reality is simple: if you don’t put your wine in front of customers digitally, someone else will.

Bottom line: Wineries that invest in strong digital marketing strategies are not just building awareness—they’re capturing real dollars in real time. The impulse buy is alive and well. The question is, will your winery benefit from it?