How, where, and why consumers really shop online

There’s no such thing as the “right” time anymore, when it comes to online shopping. It slips into whatever moment is available — between emails, before bed, during workouts, and in places people don’t usually admit out loud.

66.5% of Americans shop online on the couch, and 42.1% shop in bed. But shopping extends well beyond the home. Nearly 3 in 10 Americans (28.8%) report shopping at work, with similar levels in the UK (33%), Canada (24%), and Australia (33%).

Many purchases happen in short, in-between moments. 21% of Americans say they’ve shopped online in the bathroom or on the toilet, alongside 17% in the UK, 17% in Canada, and 18% in Australia. Others shop while watching TV (49.4%), waiting in line (14.5%), or socializing (14.7%).

Timing reinforces this behavior. 30% of Americans are most likely to make impulse purchases late at night, rising to 34% in the UK and 41% in Australia. Across all four countries, around one in four shoppers say boredom plays a role in their online shopping.

Social platforms feed these moments. 49% of Americans say social media or influencer content leads them to shop online very often or sometimes, with similar responses in the UK (46%), Canada (37%), and Australia (42%).

The pattern is consistent: online shopping follows moments, not locations. It fills gaps in the day, driven by convenience, boredom, and whatever screen happens to be nearby.

Even with the rising prices, online shoppers aren’t ready to quit their habit entirely. But they’re for sure making some adjustments.

Substitution has become a common response. 66% of Americans say they’ve switched to cheaper alternatives often or occasionally in the past year, closely aligned with the UK (67%), Canada (64%), and Australia (65%). Rather than stopping purchases altogether, most consumers are adjusting what they buy.

The most common adjustment is trading down. 57% of Americans say they’ve chosen lower-priced brands, alongside 54% in the UK, 62% in Canada, and 59% in Australia. Only 7.5% say they don’t substitute at all and simply buy less.

Some categories feel the pressure more than others. 32% of Americans say they’ve reduced or stopped buying non-essential clothing or fashion items, the highest cutback across categories, with similar patterns in the UK (34%), Canada (33%), and Australia (37%).

Spending restraint also shows up in discretionary moments. 23% of Americans report cutting back on holiday or birthday gifts, while 27% say they’ve reduced impulse or “just for fun” purchases. These numbers are even higher in the UK (30%), Canada (31%), and Australia (35%).

At the same time, shoppers are looking for ways to stretch their money. Around one in three consumers across countries say they’re buying in bulk more often to take advantage of discounts. Payment behavior reflects similar pressure: 21% of Americans say they use Buy Now, Pay Later more than a year ago, compared to 17% in the UK, 10% in Canada, and 19% in Australia.

Overall, the data points to adaptation rather than withdrawal. Shoppers are becoming more price-sensitive, more selective, and more willing to compromise on brand, features, or timing to keep spending within reach.