9 Reasons You May Be Shopping Less in 2024
Written by
Cynthia Bowman
Edited by
Cory Dudak
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As we head into the new year, it’s a good time to examine spending habits and what 2024 has in store. Various post-COVID factors have contributed to a change in the way consumers are approaching spending. From economic considerations to societal shifts, the reasons for shopping less are diverse and reflective of the current state of the world.
The following nine key factors may influence why you may find yourself shopping less in 2024.
Economic Uncertainty
The global economic landscape is dynamic, and in 2024, many individuals are grappling with economic uncertainty. Factors such as inflation, job market fluctuations and geopolitical tensions can influence how the public feels about spending. Consequently, U.S. consumer confidence has fallen for three consecutive months.
In uncertain times, individuals tend to reassess their spending habits, opting for more conservative approaches to finances. This economic caution may translate into reduced discretionary spending and, consequently, opting for less frequent shopping.
Higher Interest Rates and Debt
The New York Fed reports that personal debt from credit cards, student loans and mortgages has risen to a whopping $17.29 trillion. One of the most expensive debts to carry is credit card debt, with the current national average interest rate being 24%.
Considering that three in five Americans have credit card debt, Americans are paying more each month on their debts, reducing the amount of discretionary funds they would have for shopping and other spending.
Financial Prioritization
Due to the combination of higher average household debt, rising interest rates, economic uncertainty and world turmoil, it’s not unreasonable that the average consumer lacks confidence in the economy at this time. Reevaluating financial priorities is a sensible decision.
Whether it’s saving for major life events, investing in education, paying down debt or building an emergency fund, people are becoming more strategic in how they allocate their resources. This financial prioritization may involve cutting back on non-essential expenses, including shopping for items that are not immediately necessary.
Inflation
Although many experts forecast that inflation is slowing, most Americans feel a strain on their budget because of the cost of everyday items such as rent, utilities, groceries, insurance, fuel costs and more. A decrease in purchasing power means that your hard-earned money doesn’t stretch as far as it used to, which may force you to reevaluate your budget and reduce your non-essential spending next year.
Recommerce Is a Trend
The growing awareness of environmental issues has led to a significant shift in consumer attitudes toward sustainability. More people are making conscious choices to reduce their environmental impact and the amount of clutter they own. This shift includes reevaluating the need for constant consumption which may mark less shopping in 2024.
Individuals are becoming more mindful of the personal and environmental consequences of fast fashion, excessive packaging and single-use items, leading to a reduction in overall shopping frequency. Some influencers and businesses have capitalized on the trend:
- Marie Kondo and her KonMari movement of reducing clutter and only keeping items that “bring you joy” has been popular for some time now.
- luluLemon Like New encourages customers to recycle and resell their items.
- Patagonia offers a recycling and repair program known as Worn Wear.
- Rental services such as Bag, Borrow or Steal and Rent the Runway offer designer clothes, handbags and accessories for rent to reduce the need to purchase of little-used, expensive items
Digital Fatigue
Online shopping boomed during the pandemic, but digital fatigue may be setting in. Constant exposure to screens and wording coupled with concerns about online security may lead people to step back from excessive online shopping and opt for physical connections such as shopping at brick-and-mortar stores.
The desire for a more tactile and sensory shopping experience may result in a preference for in-person retail or a deliberate reduction in overall online purchases.
Remote Work
Not everyone is willing to go back to the workplace. Roughly a third (34%) of remote workers polled by Pew Research say that if they had the choice, they’d like to work from home all the time.
With the widespread adoption of remote work, the traditional dress codes of office environments have relaxed. Many individuals now find themselves with less need for formal or business attire, leading to a decrease in clothing and accessory purchases. The shift to a more casual wardrobe has altered the priorities of consumers, with comfort and versatility taking precedence.
Prioritizing Experiences Over Shopping
Travel is bigger than ever, with digital travel sales higher than their 2019 peak — and forecasted to grow over the next few years. After COVID travel bans and sheltering at home, many individuals are feeling restless and want to travel, focusing on experiences over material possessions.
As consumers place greater value on traveling and experiences rather than accumulating more things, it looks like they’ll be less shopping in 2024.
A Focus on Health and Wellbeing
A heightened focus on health and wellbeing could lead to a reduction in shopping as individuals prioritize quality over quantity. Add that the Census Bureau states that baby boomers, one of the largest demographics, will all be 65 or older by 2030 and health-related spending will likely outpace shopping.
Health-conscious consumers may invest in fewer, higher-quality products, such as sustainable and organic foods, fitness equipment and wellness services. The shift towards a mindful and healthy lifestyle can diminish the impulse to accumulate material possessions, emphasizing the importance of experiences, self-care and long-term well-being over the constant pursuit of consumer goods. This intentional approach contributes to a culture of conscious consumption, resulting in less frequent shopping and an overall reassessment of consumerism.
Takeaway
The reasons for shopping less in 2024 are multifaceted, reflecting a combination of economic, environmental and societal factors. From economic uncertainties to a higher cost of living and a heightened awareness of sustainability and upcycling, individuals are reevaluating their relationship with consumerism.
The combination of financial caution with the desire to break free from high-interest debt signals a more intentional and mindful approach to shopping. Add the popular goal of living a life of enriching experiences, and it’s likely that you may be shopping less in 2024.
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