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    on April 09, 2020 Consumer Psychology

    Millennials are making quarantine purchases (with video)

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    Because of the coronavirus, people have been confined to their homes and glued to their devices. We wondered how this was affecting consumer purchasing behaviors, so we began by interviewing millennials.

    Food, clothes and art supplies are just a few of the items consumers told us they bought online while in quarantine. Wellness and fitness products to support healthier lifestyles were also purchased.

    Some that we spoke to had spent hundreds of dollars while online shopping. These products and services were purchased both to support their time in quarantine and, hopefully, after the pandemic passes.

    “We’re not spending money on much of anything else, so we’re doing some splurges,” one woman said.

    There were a number of different reasons people said they were spending more money on the internet. They described feelings of boredom, with more time to look at products and experiences on the computer. Some described feeling anxious and using retail therapy as a way to cope with the world around them.

    “We will see if activities change in four weeks, and I do something like panic-buy a Peloton or a bike or whatever it might be,” a consumer said.

    Others explained they wanted to take advantage of discounted items during this time. And a few seemed most interested in supporting brands that affiliated themselves with philanthropies giving directly back to those affected by the coronavirus.

    Additionally, people said they were more willing to shop for necessities through subscription services, like HelloFresh. They're looking to leverage opportunities from the restaurants and grocery stores providing free delivery services, digital ordering and carryout options. 

    While it’s important for marketers to remember they are dealing with vulnerable consumers that shouldn’t be taken advantage of, there’s also an opportunity to provide a service for people looking to connect with new brands in different ways.

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    Andrea Gonzales-Paul

    Andrea Gonzales-Paul is a brand journalist at Quikly. Her background is in storytelling, specifically working in TV news and documentary filmmaking.