The "boredom economy" is emerging, and social e-commerce has become the biggest beneficiary

During the pandemic, consumers have become increasingly bored due to lockdowns and restricted activities, and this psychological change has also had an impact on consumers' e-commerce shopping habits .

According to Pitney Bowes consumer survey data ( which surveyed 2,094 US consumers) , a quarter of respondents admitted that they shop online because they are bored . And within this group, the age group includes 48% of Gen Z respondents , 38 % of Millennial respondents, 27% of Gen X respondents and 15% of Baby Boomer respondents.

The survey also found that consumers who shop online out of boredom are more likely to start their online shopping journey on social media than all categories of consumers . Among them, Facebook is the most popular social e-commerce platform for bored shoppers, followed by Instagram, Twitter and TikTok. In addition, online shopping platforms Google and Amazon are also popular among bored shoppers.

For these consumers who shop online out of boredom , the most popular product categories are: household items such as toilet paper and detergent , which grew by 30% , clothing (excluding shoes or accessories ) , which grew by 17% , personal care /beauty/health and nutrition products, which grew by 14% , and toys /hobbies/gifts , such as games, DIY, and crafts, which grew by 14% .

In addition, the popularity of accessories ( bags, wallets, belts, hats, etc. ) increased by 12% , consumer electronics ( TVs, stereo systems, etc. ) increased by 11% , followed by shoes , household items ( furniture, decoration, construction , garden supplies ), jewelry ( rings, necklaces ), automobiles ( motorcycle /boat accessories and supplies ), food /beverages , office supplies ( printing , paper products , writing instruments , home office ), and pet supplies .

Surprisingly, bored shoppers do not turn to physical activity to cure their moods. As a result, the interest in sports -related products , such as sports equipment and professional apparel ( excluding athleisure ) , among bored shoppers is 3% lower than that of the overall shoppers .

It can be seen from this that consumers’ motivations for online shopping are different. If merchants can have a deep understanding of consumers’ shopping motivations and consumption psychology, it is crucial to increase product sales.

Boredom Economy

Social e-commerce

Online shopping

USA