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How Social Isolation is Influencing Our Buying Habits
The U.S. economy is heavily driven by consumer spending, which accounts for nearly 70% of the country's GDP each year. The Federal Reserve classifies this spending into two main categories: non-discretionary and discretionary. Non-discretionary expenses include essential items like food, medicine, housing, and clothing, while discretionary spending covers everything else—like entertainment, travel, and luxury goods. In the final quarter of 2019, consumers spent an astonishing $13.4 trillion, fueling economic growth and optimism about the future.
Then came the pandemic.
As the coronavirus spread globally, governments imposed lockdowns, shuttered non-essential businesses, and encouraged people to stay home. This sudden shift forced millions to work remotely, homeschool their kids, and limit social interactions. With life as we knew it changing overnight, the question arose: How has this affected our spending habits? Are we spending more now that we're at home, or are we cutting back?
Let’s explore how the pandemic has reshaped our purchasing behavior.
**Impulse Buying**
Being confined to our homes and isolated from friends and family has led to a rise in anxiety and stress for many. In response, some have turned to online shopping as a form of emotional relief—commonly known as "retail therapy." Shopping gives people a sense of control when everything else feels out of their hands. As a result, online retailers like Amazon, fashion brands, and grocery stores have seen a surge in orders.
This increase in online activity has placed immense pressure on delivery systems. Companies like Amazon are struggling with delays and are now hiring thousands of new workers to keep up with demand.
**Hoarding Supplies**
At the beginning of the pandemic, panic buying became a widespread phenomenon. People rushed to stock up on essentials like toilet paper, hand sanitizer, bottled water, and cleaning supplies, leaving store shelves bare. Retailers had to implement purchase limits, but shortages persisted in many areas.
While hoarding during natural disasters isn’t uncommon, the scale of the behavior during the pandemic was unprecedented. Grocery carts filled with meat, dairy, bread, and frozen meals became a common sight as people prepared for the unknown.
**Buying Material Goods**
With social distancing measures in place, discretionary spending has shifted dramatically. According to Psychology Today, uncertainty and fear can drive materialistic tendencies, leading people to buy luxury items to cope with stress. Expensive cars, designer bags, and high-end electronics may not serve a practical purpose, but they offer a sense of comfort and status during uncertain times.
For many, these purchases aren’t about utility—they’re about identity and reassurance.
**How People Are Shopping Now**
With physical stores closed and malls empty, online shopping has become the norm. Mobile apps and e-commerce platforms have allowed people to continue their routines while staying safe. Food delivery services like UberEats, GrubHub, and DoorDash have also played a vital role in keeping restaurants open and supporting local businesses.
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*Photo by Andrea Piacquadio from Pexels*