Gartner Research

Finding Opportunity in the ‘Drunk Shopping’ Trend

Published: 20 August 2019

ID: G00434138

Analyst(s): Lindsey Roeschke


“Drunk shopping” is estimated to be a $40 billion practice, but most brands either undervalue, avoid or completely ignore it as an opportunity to generate sales. Marketing leaders of the right brands can engage with this cultural phenomenon to create new connections with consumers.

Table Of Contents


  • Key Challenges
  • Recommendations



  • Brands Have an Opportunity to Create “Treat Yourself” Moments With Drunk Shoppers Looking for Release
    • Recommendations
  • Consumers Aren’t Ashamed of Their Drunken Purchases
    • Recommendations
  • Brands Hoping to Capitalize on Drunk Shopping Occasions Will Have to Compete With Amazon
    • Recommendations

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