Stat: Captive audiences mean that cruise retail is a hotspot for impulse buying

Global – Almost half of cruise ship guests make impulse purchases while on board, according to research from Harding+. 

The cruise retail specialist says that investing in the on-board shopping experience can drive up sales by 35% and often significantly more. 

With the global cruise industry projected to reach 42m passengers by 2028, these numbers point to a growing commercial opportunity, particularly as demand rises among younger travellers and new, larger ships have expanded capacity for retail.

Harding+ highlights the unique advantages of cruise retail: extended dwell times and a captive audience create a fertile environment for conversion, while the leisure and holiday context heightens emotional engagement. These factors make it a strong channel for brands that are seeking to connect with audiences. 

Retailers can leverage these conditions to craft ‘memorable shopping journeys’ that resonate beyond the typical transactional model.

Explore insights from our Cruise Ship Market report, where we highlight the shifts in consumer behaviour that are underlining the potential of on-board retail.