TikTok and Instagram Are Driving Impulse Buying in Israel, New Survey Finds

A new report says social media has become a powerful force in Israeli shopping habits, with influencers now shaping purchases far beyond entertainment. The findings, published in Pamonim’s 2025 Economic Resilience Index, examine how fast online shopping, mobile digital payments, and targeted commercial content are increasing overspending and weakening household financial stability.

According to the report, 31% of Israelis bought a product or service in the past year after a direct recommendation from a social media influencer. The figure rises to 38% among women and 44% among people ages 21 to 34. Of those young buyers, 81% said they had not planned to buy the item beforehand. Pamonim says the real impact is likely higher, because many consumers do not realize they were nudged by subtle commercial exposure online.

The study also found that 26% of Israelis make unplanned purchases on major international shopping sites such as Shein and AliExpress, spending more than they intended. Among women, that rate is 32%, and among younger consumers it reaches 37%. In addition, 44% of young respondents said they deliberately add unnecessary items to their carts to qualify for free shipping, which can make the final bill more expensive.

The report points to a broader shift in how Israelis experience spending. Eighteen percent said paying by phone or digital wallet makes them feel less pain when parting with money, a pattern behavioral economists link to higher monthly spending and weaker budget control. That comes as financial discipline is declining, the share of Israelis who regularly track income and expenses fell from 66% in 2021 to 52% in 2025, and only about one-third now save money, down from more than half four years ago. The picture is worsened by the war, with 42% saying it has harmed their financial or employment situation, including 57% in the north.