Online retail has flourished during the pandemic, Global revenue from online sales in the second quarter of 2020 skyrocketed 71% year-over-year, according to data from Salesforce’s Shopping Index. Despite the fact that restaurants, concerts and offices are closed, and there are no occasions to where that new sundress, people are still shopping, and now more than ever.
I sat with the founder of Neuro-Insight - an international innovation and thought leader dedicated to bringing a deeper understanding of human motivation to the forefront - to learn more on the psychology behind recent online purchasing trends.
1. Regaining a sense of identity...
Fashion for many, is a means of communicating one's individuality, unique aesthetic, and personality. In short, it supports a perceived persona. Without fashion choices, and the act of dressing to communicate something about ourselves, we are not only losing a sense of individuality, but a part of our identity. To fill that void, we browse clothing online and imagine ourselves in such outfits, which ultimately helps us keep up our sense of identity.
2. Finding Control in Uncertainty
This needs little explanation as we are all feeling deep uncertainty about the future. Ultimately, the process of browsing, choosing, ordering and tracking a delivery, allows for a sense of control in a unruly world, albeit a small sense.
3. Targeted Marketing
Social media use has also increased dramatically, which means we are hit with targeted ads several times a day. We are primed for purchase. And this paired with the above identity crisis and uncontrollable climate, we are susceptible to crafty instagram ad campaigns.
4. Dopamine
Purchasing a new item is a direct dopamine hit. Although short-lasting, it does create a momentary high that keeps us coming back to those open browsers.
Final thoughts? Just be aware of your own purchasing patterns. But hey, hopefully you can where that new cute faux fur coat to the company holiday party next winter :)
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