(MediaPost) - Fully 40% of U.S. consumers who buy alcoholic beverages haven’t decided what they’re going to purchase when they walk into the store, according to a new study from IRI.

Of the 60% who do have a planned beverage purchase, 21% end up changing their minds in store, and 50% of those who change their minds ultimately buy a different brand than they originally intended. 

On average, Millennials, Gen Xers and Baby Boomers who are liquor purchasers buy liquor in a physical store 55 to 56 times per year — meaning, of course, that they’re making at least one, and sometimes more than one, in-store purchase per week. (Seniors buy liquor at retail 35 times per year, on average.)