This infographic from the 2025 Adobe Study explores brand communication tactics most likely to encourage online purchases. Free shipping is the most effective tactic, influencing 24% of consumers, followed by personalized discounts (18%) and loyalty rewards (17%). The infographic also shows the days that are the best and worst for different brand communications. Night owl shoppers are particularly responsive to urgent, limited-time offers. Additionally, nearly one in 10 consumers shop online the day they are paid.

This infographic from the 2025 Adobe Study uncovers the most common motivators for online shopping. The top motivators are the satisfaction of finding a good deal and improving life or solving a problem, each at 19%. Early bird shoppers are 31% more likely to impulse buy than wind-down shoppers, and Gen Z is 25% more likely to do so compared to older generations. The infographic also shows that the primary shopping motivator based on communication channels varies, with Facebook (49%) and Twitter (47%) being popular for improving life or solving problems.

  • Night owls spend the most: Just 9% of shoppers browse late at night (10pm–3:59am) — but they spend more per year than any other group, averaging $3,684 annually.
  • Gen Z acts on impulse 25% more often than older generations.
  • Saturdays see the most browsing, but Sundays drive the highest spending.
  • New Yorkers spend nearly 9% of their income online each month, more than any other state.
  • Millennials spend more online per month than any other age group ($282/month), while boomers spend $216.
  • Apple users spend 87% more time shopping online than Android users.
  • PC users spend 23% more time shopping than Mac users.
  • Early birds are 31% more likely to impulse buy than wind-down shoppers.
  • Nearly 1 in 10 shoppers make purchases on payday.
  • Night owls are the most likely to respond to urgent, limited-time offers and to shop right after being paid.

Adobe study of 1,000+ US consumers.