Drunk online shopping is big business – but who is responsible?

By Solon Magrizos, Associate Professor, University of Birmingham

One Sunday morning, Juliet* woke up to an eager delivery driver with a large package she had no recollection of ordering. She was quick to dismiss it as an e-commerce mistake before the card inside helped solve the mystery: “To Sober Juliet, from your friend, Drunk Juliet.”

The fact this story was recounted to us while researching this topic illustrates the rise of a cultural trend that surprisingly few academics have explored. But drunk shopping is a rapidly growing consumption phenomenon.

Intoxicated consumers generate billions of dollars in annual revenue: by one

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