Fauxsumerism: Cyber Window Shopping Is a Millennial Habit

Ever since there were shops, people have enjoyed window shopping. But a new phenomenon is emerging that takes the habit to the extreme.

If you save things to your Amazon wishlist without ever actually buying them, browse gadgets, clothes and offers online as a pastime or fill your shopping cart without going through with the payment, you may be a fauxsumer.

This “false consumerism”, particularly prevalent among millenials, is the process of discovering products online without purchasing anything. Shopping without having the goal of actually buying.

The rise of fauxsumerism was revealed in a recent study of 1,300 14-to-34-year olds in the US. These millenials, born between 1980 and 2000 are browsers rather than buyers. The report found they create wishlists, both to engage with brands and for fun, with no intention of actually buying. Sometimes they don’t have the money to make the purchase but save the item anyway. There is even the suggestion that these fauxsumers get the same kick out of saving an item as they would if they had bought it. Read more...