The global demand for shopping has increased since the COVID19 restrictions were put in place by various governments.
But what are less obvious are the subtle psychological drivers which are behind our collective online shopping increase. In fact, online can help one to relieve stress, offers the reduced pain of paying online and also to provide entertainment.
In the last week of April, more than 2 million parcels daily were delivered across the Australia Post Network. This is a 90% increase more than this same period last year.
More recently, data based on weekly sample spanning May 11 to 17 of transactions showed that food deliveries increased hugely by 230%, alcohol and tobacco sales increased by 45% and office goods purchases rose by 140%.
Meanwhile, we have witnessed thousands of retailers losing their jobs, with Wesfarmers on Friday announcing plans to close down up to 75 Target stores across the country, and Myer finally reopening its stores after nearly two months of being closed.
Online sales of many product categories have significantly increased including for winter clothes, food and toys. This isn’t a surprise given the fact that people still need to eat, we are bored at home and winter is coming.
But beyond the fact that most people are spending more time at home, there exists a wide range of psychological factors which are behind the recent online shopping upheaval.
Recent months have been quite stressful due to the inability to visit loved ones, financial uncertainty and significant changes to our daily routines.
Shopping can be a method to cope with stress. In fact, higher levels of distress have been linked to higher purchase intentions. And this compulsive instinct to buy is often part of an effort to help reduce negative emotions. In other words, we can say shopping is an escape.
A 2013 research compared individuals living close to the Gaza-Israel border during conflict periods to that of those living in a central Israeli town that wasn’t under any form of stress. The researchers noticed that those living under high stress conditions reported a high degree of materialism and had a degree to shop online to help relieve stress.
Indeed, in a period when the typical forms of entertainment such as cinemas and restaurants are not accessible, online shopping then turns into a form of entertainment. The act of shopping online alone produces heightened involvement, perceived freedom, fantasy fulfillment and increased arousal.
It looks like the boredom and stress brought on by the COVID-19 pandemic has further intensified our will to spend.
We need to get things now. Even with stay-at-home orders, we still want new clothes, housewares, electronics, shoes and makeup.
Interestingly, shopping online gives one a high level of remaining anonymous. While you may have to enter your name, card details and address, you can’t be seen by anyone.
