Half of European consumers shop in secret. The main reasons for stealth shopping are embarrassment and a wish to avoid arguments at home. Six out of ten secret shoppers hide their purchases from a romantic partner. Parents are the second most common group left in the dark, especially in Italy where many young adults live with their parents until around age 30. In other EU countries the average leaving age is 26, in Germany even 24.
Country and shopper differences
The survey by YouGov, commissioned by online retailer Galaxus, shows that 50 percent of adults made at least one hidden purchase in the past 12 months. Italy and Austria show the highest share of stealth shoppers. France ranks lowest, followed by Switzerland, while Germany sits in the middle.
Young people are the most likely to shop in secret: 6 in 10 under-30s admitted to doing so in the past year. The likelihood decreases with age. Men and women score almost equally.
What people buy in secret also varies. One third of respondents prefer not to disclose purchases of sex toys or lubricants. Other common items include fast food and sweets, clothing and shoes, as well as genital hygiene products and medications.
In Switzerland and Germany, shoppers are most secretive about adult products. In France, people are more open about these but are more likely to hide fast food. Italians, on the other hand, show little embarrassment about buying burgers or chocolate.
Online retail plays a central role
Six out of ten participants said they sometimes prefer ordering online because of the anonymity. Neutral packaging is equally important, with many valuing parcels that reveal nothing about their contents.
Despite growing social openness, the findings suggest shoppers still keep certain habits private. Whether it is fast food, adult products or fashion items, half of Europe prefers to indulge away from the eyes of partners or parents. The study included 2,651 respondents in Switzerland, Germany, Austria, Italy and France.