From the Office to the Toilet: 52% of Americans Shop in Unexpected Places

Online shopping isn’t just something people do from the couch anymore. A new Omnisend survey of 1,072 U.S. consumers finds that 22% of Americans say they’ve shopped online while on the toilet, showing just how hard it’s become to put the phone down.

The bathroom isn’t the only surprising place people are browsing. Nearly half of Americans (49%) say they shop while in bed. Almost a third (29%) admit to shopping at work. Another 15% do it while waiting in line, and 6% say they’ve shopped during meetings or class.

Many of these purchases aren’t planned. Nearly a quarter of respondents (24%) say they’re most likely to make impulse buys while multitasking – such as watching TV or scrolling social media.

“Online shopping has shifted from something we plan to something we do in between everything else,” says Marty Bauer, Ecommerce Expert at Omnisend. “Now you can buy something with a couple of taps. When your phone is always within reach, even a bathroom break can turn into browsing – and browsing can quickly turn into buying.”

Impulse shopping often leads to second thoughts

The ease of clicking “buy now” may feel harmless in the moment – but many Americans admit it comes with consequences.

More than half of Americans (58%) say they’ve bought something mainly because it felt like a good deal, even if they didn’t really need it. For many, online shopping has become a form of “retail therapy” – a quick hit of excitement that makes a boring or stressful day feel a little better.

But that rush doesn’t always last.

Nearly half of Americans (44%) admit they’ve hidden an online purchase from someone – most commonly a spouse or partner (21%). Seventeen percent say they kept it secret because it was expensive. Fifteen percent say it felt unnecessary or impulsive. Another 15% describe the purchase as personal or embarrassing.

“When buying is this easy, it helps to slow down for a moment,” says Bauer. “Before you check out, ask yourself if you’d still want the item at full price and whether you actually need it. A big discount can make almost anything feel like a smart buy, but a quick pause can help you avoid a purchase you regret later.”