Most consumers, 47 percent, said the impulse buy was for themselves, while 21 percent said for a child and 16 percent for a spouse or significant other.

Most impulse buys, 8 out of 10, are made in a brick-and-mortar store, and 6 percent were made on a smartphone or tablet. Even for millennials, only 7 percent have made an impulse buy on a smartphone or tablet.

In the past three months, the most common impulse purchase was under $25. Only one in four Americans made an impulse purchase over $100 this holiday season, suggesting that Americans are spending more cautiously.

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