B
Evidence Grade B
Graded
under review
Safe to Cite
Current
76%
76% -- share of purchase decisions unplanned for Retail shoppers (2026)
Attribution:
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Lighthouse Research Team
Last verified:
·
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Source verified
Evidence graded
Value
76%
Unit
Percentage
Data Vintage
2026
Entity
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
75
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
POPAI
Primary
Tier B
https://promomktreport.com.br/en/blog/what-is-trade-marketing/ ↗
Source Article
What Is Trade Marketing? Complete Guide 2026 | Promo MKT Report
- 1) What is trade marketing?
- 2) Trade marketing vs. marketing vs. sales
- 3) Trade marketing at the POS
- 4) Key activities and real examples
- 5) The trade marketing manager's role
- 6) How to implement trade marketing
- 7) KPIs to measure performance
- 8) Tools and technology
- 9) Benefits of t…
Original Research
POPAI
· Original study ↗
Methodology
Research by POPAI, global association for marketing at retail
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
Retail shoppers: 76% share of purchase decisions unplanned. Source: POPAI (2026). Via Lighthouse Intelligence -- https://lighthousedata.io/data/unplanned-purchase-decisions-popai
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<blockquote cite="https://lighthousedata.io/data/unplanned-purchase-decisions-popai" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>76%</strong> -- share of purchase decisions unplanned for Retail shoppers<br><small>Source: POPAI (2026) · <a href="https://lighthousedata.io/data/unplanned-purchase-decisions-popai" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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