For many people, secret online shopping has long been part of everyday life, due to their parents or their own partner.
Between desire and a bad conscience
Shopping in secret is rarely a mere impulse, but often a balancing act between the joy of consumption and a touch of embarrassment. While buying new clothing, technology or cosmetics triggers a brief moment of happiness, a guilty conscience often creeps in. Many fear being criticized for their spending or being seen as wasteful.
When consumption becomes a balancing act
According to a survey by YouGov on behalf of online retailer Galaxus, half of adults in Europe have bought something secretly at least once. According to Galaxus, secret purchases are most often, 56 percent, hidden from the partner because in close relationships a look at consumer behavior is perceived as threatening. In second place, 38 percent of respondents find the step of explaining to parents difficult, especially when it comes to products that are considered intimate or embarrassing. People in Italy even reported hiding more purchases from their parents than from their partners.
Taboo topics and small vices
According to Galaxus, erotic items are considered particularly taboo: a third of the adults surveyed would be reluctant to openly buy sex toys or lubricants. This is followed by fast food and sweets, as well as clothing or shoes whose visibility could make others feel embarrassed. Intimate hygiene products and medications are also among the categories that often remain hidden. Here, too, there are differences when comparing countries: In France, buying erotic items is less embarrassing, while fast food and sweets cause shame. In Germany, Italy and Switzerland the exact opposite is evident.
Where the purchase seems more anonymous
More than half (59 percent) of respondents agreed that they prefer buying online over buying in-store when it comes to discretion in the products they choose. For the majority, neutral packaging also plays an important role. According to Simple Global, these are boxes without any special branding or detailed product names in the shipping label. This makes it difficult to interpret what is in the package and the order can be accepted by your partner or neighbors without any worries.
Paul SchĂĽtte, editorial team at finanzen.net
