Skip to main content
Services
TAYA

They Ask, You Answer Mastery

A coaching & training program that drives unmatched sales & marketing results.

Sales

Sales Performance Mastery

Improve the competencies and close rates of your sales organization.

Web design

Website Mastery

Web design, development & training for your team.

HubSpot

HubSpot Mastery

Everything you need to get the most from HubSpot.

AI Mastery

AI Enablement Mastery

Unlock the power of AI in all aspects of your revenue operations.

Discover how IMPACT’s services can help take your business to the next level. Book a free 30-minute coaching session Book a free 30-minute coaching session
Learning Center
Learning Center

Learning Center

Free resources to help you improve the way you market, sell and grow your business.

[NEW] The Endless Customers Podcast is now available everywhere. Learn how to earn trust & win more customers in the age of AI. Listen Now Listen Now

Free Assessment: How does your sales & marketing measure up?

Close

Free Assessment:

How does your sales & marketing measure up?
Take this free, 5-minute assessment and learn what you can start doing today to boost traffic, leads, and sales.
Kaitlyn Petro

By Kaitlyn Petro

Mar 26, 2019

Topics:

Ecommerce News
Subscribe
Join 40,000+ sales and marketing pros who receive our weekly newsletter.

Get the most relevant, actionable digital sales and marketing insights you need to make smarter decisions faster... all in under five minutes.

Thanks, stay tuned for our upcoming edition.
Ecommerce  |   News

[New Research] Here’s How Alcohol Influences Online Shopping

Kaitlyn Petro

By Kaitlyn Petro

Mar 26, 2019

[New Research] Here’s How Alcohol Influences Online Shopping

The last time you had a glass of wine at home, did you end up buying something online?

For a large number of alcohol-consuming readers of The Hustle, that was just the case.

Between March 11th - 18th of this year, a total of 2,174 people were surveyed, and a whopping 79% admitted that they have made at least one drunken online purchase in their lifetime. (This may or may not be the reason I own Blu-Ray copies of the first two The Lion King movies…)

Now, before we continue, let’s be clear: please do not take this information as a green light to start marketing to the intoxicated or trying to get your audience drunk -- that’s not the goal of this.

Rather, take this study as further proof that buyer purchases are often motivated by things out of our control and things we may not plan for as marketers.

 

Let’s take a closer look at some of the findings.

The gender of buyers surveyed by The Hustle was almost split down the middle, with 53% being male, and 47% female.

The survey also revealed that people who make drunk purchases tend to be younger and have an average income of $92,000.

The average age of respondents was 36, and Millennials outranked Baby Boomers by 13%, which might be attributed to the rise of eCommerce.

The-HustleZachary Crockett / The Hustle

But they got even deeper than that…

Consumers who work in the sports, transport, oil & energy, recruiting, and marketing (yikes) industries are the most likely to shop while under the influence.

More creative industries, like writing, art, and education, are actually the least likely to partake in this type of activity.

The-Hustle-Industries
Zachary Crockett / The Hustle

While Amazon takes the cake for being the drunk shopping platform of choice (85% of buyers), people also visit eBay, Etsy, Target, and Walmart to find what they want -- which, by the way, happens to be mostly clothing and shoes, with movies and games being a close second.

The-Hustle-Platforms
Zachary Crockett / The Hustle

That’s Interesting -- But Why Should Marketers Care?

The people who responded to the survey admitted that eCommerce has made it much more appealing for them to shop while drinking, and a lot of big brands are taking advantage of this.

Because of this, the competition is bigger than ever, which means many online retailers are thinking strategically about how to get in front of their target buyers.

In fact, in response, many online shops have started to activate flash sales at a later time of the day to get in front of the consumer-base when they are most likely to be perusing around Amazon and other websites.

Many are also taking some more general data from the survey and using it in their product marketing strategies.

For example, if most of these shoppers are quick to buy clothing and shoes, they’re thinking about how they can reach them.They’re thinking about developing paid ads on clothing websites or inserting their company’s ad into Amazon results relevant to shoes.

According to the survey, the average respondent reported spending $444 per year on drunk purchases. So, if approximately 138 million adults in the US consume alcohol, and about 79% of them online shop while under the influence, that makes for a $48.4 billion per year market!

While again, I’m not going to recommend that you begin to market to the drunk consumer-base, I will suggest that you pay close attention to these stats.

Even if you do not actively target individuals under the influence, it’s important to understand these trends and how your competitors might be capitalizing on them in order to plan ahead.

Furthermore, take it as a lesson to continue to learn more about what exactly makes your audience buy, as a whole, and what their behaviors look like. It may not always be what you expect!

Free Assessment:

How does your sales & marketing measure up?
Take this free, 5-minute assessment and learn what you can start doing today to boost traffic, leads, and sales.

Related Articles

HubSpot Update September 2023: What’s New from INBOUND

September 13, 2023
Jessica Palmeri Jessica Palmeri

Can HubSpot Help My Retail Business Grow?

July 31, 2022
Joe Bachir Joe Bachir

Email and landing pages that convert, ft. Salena Knight (Inbound Success, Ep. 197)

May 31, 2021
Kaitlyn Petro Kaitlyn Petro

Google 'price drop' structured data for e-commerce can grab buyer eyes

March 9, 2021
Melissa Smith Melissa Smith

How Jordan West sold $250k in 24 hours using a gated launch strategy (Inbound Success, Ep. 180)

February 1, 2021
Kaitlyn Petro Kaitlyn Petro

Top design tips for e-commerce website success in 2021 [Infographic]

January 9, 2021
Kaitlyn Petro Kaitlyn Petro

4 questions to consider when building an e-commerce storefront for your small business

January 7, 2021
Kaitlyn Petro Kaitlyn Petro

IKEA ends 70-year catalog in response to evolving consumer behaviors

December 10, 2020
Kaitlyn Petro Kaitlyn Petro

What will retail and e-commerce spending look like this holiday season?

December 5, 2020
Kristen Harold Kristen Harold

Companies shift ad dollars by 18% due to increased e-commerce spending

October 6, 2020
Daniel Escardo Daniel Escardo

PayPal Instant Transfers expanded for businesses, in response to COVID-19

October 2, 2020
Tom DiScipio Tom DiScipio

3 costly Google ads mistakes brands make with Black Friday and Cyber Monday

September 28, 2020
Rachel Palmateer Rachel Palmateer

Facebook Shop to support online retailers, e-commerce during COVID-19

September 1, 2020
Dia Vavruska Dia Vavruska

Google releases Core Web Vitals built-in app for Shopify Merchants

August 21, 2020
Kaitlyn Petro Kaitlyn Petro

What online shoppers want (and how you can provide it) [Infographic]

August 15, 2020
Melanie Moore Melanie Moore

6 Shopify website examples every e-commerce brand needs to see

August 4, 2020
Daniel Escardo Daniel Escardo

Online giant Amazon delays Prime Day for US customers

July 29, 2020
Kaitlyn Petro Kaitlyn Petro

7 savvy tips to boost conversions in your retail e-commerce store

July 17, 2020
Kaitlyn Petro Kaitlyn Petro

Should you build your e-commerce website on HubSpot?

July 9, 2020
Melissa Smith Melissa Smith

Microsoft takes a 'new approach to retail' by closing all its physical stores

July 1, 2020
Kaitlyn Petro Kaitlyn Petro

Walmart partners with Shopify to expand third-party marketplace and compete with Amazon

June 18, 2020
Tom DiScipio Tom DiScipio

Marketing and selling on Amazon Ft. Carolyn Lowe of ROI Swift (Inbound Success, Ep. 147)

June 15, 2020
Kaitlyn Petro Kaitlyn Petro

Pinterest links visual search to Shop tab to ease purchasing

June 5, 2020
Stephanie Baiocchi Stephanie Baiocchi

Pandemic shopping habits become the new normal

June 2, 2020
Kaitlyn Petro Kaitlyn Petro

Shopify's surge tells complex story of doing business in coronavirus (COVID-19) era

May 8, 2020
Kaitlyn Petro Kaitlyn Petro