A recent study from the University of California at Berkeley analyzed 30,000 purchases of 4,200 customers in 14 cities. It found that 68% of purchases during major shopping trips were unplanned – they were bought on impulse.

To find those consumers who may not have originally intended to visit your store, your business needs an effective sign.

The Institute of Transportation Engineers (ITE) studies traffic habits. One of their studies attempted to estimate how selected business types (or what the ITE calls "business land uses") are affected by motorists' impulse stops.

Business Land Use	Impulse-Stop %
Shopping Center
- Larger than 400,000 sq. ft.	20%
- 100,000 – 400,000 sq. ft.	25%
- Smaller than 100,000 sq. ft.	35%
Convenience Market	40%
Discount Club/Warehouse Store	20%
Fast Food Restaurant	40%
Sit Down Restaurant	15%
Service Station	45%
Supermarket	20%

As this table shows, the percentage of impulse stops varies by business type. While the table doesn't show every type of business, it’s clear that impulse trade is very important to many of them.

If yours is a business that is dependent on impulse sales, then that should certainly influence how you design your signage.