A discretionary purchase is a non-essential purchase—something a customer chooses to buy, not something they must buy. These purchases often relate to lifestyle, personal values, or emotional rewards.
In Pet Retail
While food may be essential, many pet purchases fall under the discretionary category: treats, toys, clothing, accessories, supplements, and premium upgrades. These are where customers show love, express identity, or reward themselves and their pets.
Why It Matters
Discretionary purchases are often emotionally driven and value-based. Customers don’t need that stylish raincoat or freeze-dried topper—but they’ll buy it if it aligns with how they feel about their pet or reflects how they want to care.
Tip: Understand the emotional motivation behind a discretionary purchase, and you’ll have an easier time creating connection, value, and loyalty.