When you're stressed, do you also doomshop?

There’s not much to say: 2024 has stressed everyone out a bit. After all, they say, "leap year, unlucky year." The housing crisis, inflation, luxury in free fall, Moo Deng predicting Trump’s win, mass tourism – and the list goes on. Social media feeds are now filled only with bad news, and external stress seems to impact daily life like never before. According to a new study by Rakuten, consumers have never been this stressed, and these mood swings are reflected in market behaviors. The survey, which interviewed over 2,000 American adults, revealed that stress-induced shopping was a major theme over the past year and is expected to become a key trend in 2025's sales approach. Rakuten noted that, unlike "retail therapy," the new buying habits are much more akin to doomscrolling, but with an added touch of productivity. It’s a peculiar correlation that encapsulates the collective mental health state while also shedding light on today’s unusual market trends.

Among the most relevant trends in Gen Z is "insomnia shopping,” referring to purchases made late at night, when sleep is elusive. This phenomenon affects 73% of the generation surveyed. Among the most sought-after categories at night are shoes, appliances, jewelry, and even pets. The main motivation behind this “digital melatonin”? The immediate release of dopamine — given the instant gratification of purchasing — which helps soothe the stressed mind. According to the survey, more than half of Millennials and Gen Z prefer shopping as a coping mechanism over going to the gym, comparing the satisfaction of impulsive buys to the adrenaline rush of a workout.

Despite everything, most consumers remain "budget conscious": the survey reveals that many respondents admit to indulging in doomshopping only when, after hours of searching, they find great discounts or bargain prices. Another significant finding from Rakuten’s report is the impact of built communities, both online and in person, among brands or retailers and consumers, which influences shopping habits from choosing stores to justifying purchases. A full 56% of consumers said they consider shopping a social activity, and over 30% of Gen Z admitted to appreciating guidance on what trends to follow when shopping. With the arrival of the Christmas holidays, a boom in stress shopping is expected, not only due to last-minute gifts but also because, as Rakuten points out in its report, «with the current political climate, people will be much more inclined to treat themselves and prioritize self-care.» After all, between inflation and global crises, the desire to indulge oneself with a small luxury becomes almost a conditioned response: a way to carve out a break from the chaos, perhaps to feel a bit more in control of one’s life. In the end, one way or another, we all need some consolation.