Study: Most consumers influenced by viral trends
Viral moments are playing a key role in what consumers are buying – and that’s putting increased pressure on supply chain firms to deliver.
The majority (71%) of consumers say they have purchased or considered a product because it went viral online, and that figure rises to 75% among Gen Z, according to a survey from warehouse automation firm Locus Robotics More than half of consumers report that viral trends influence their purchasing behavior “at least sometimes.”
Nearly four-in-10 (38%) consumers decide whether or not they will purchase a viral item within 48 hours of seeing it, and a greater number (58%) decide within a week. For Gen Z, more than half convert within two days.
When trending products are unavailable, Locus Robotics found that 62% of consumers abandon the brand or buy elsewhere, and 68% report feeling frustrated when retailers can’t keep up with sudden spikes in demand. Nearly three-quarters of those surveyed said they expect transparency, accurate inventory visibility and fast shipping when demand for a product surges.
Locus Robotics says that for brands, retailers and 3PLs, the rise of viral shopping means delays, stockouts and service failures can be seen as “brand-defining moments” by consumers. It added that social-driven spikes in demand now override seasonal planning, meaning that supply chain firms need to plan for the short term just as much as the long term.
[READ MORE: Study: $8.7B in annual home décor purchases fueled by social media-driven trends]
“Moments like viral TikTok crazes are a preview of the operating environment ahead,” said Rick Faulk, CEO of Locus Robotics. “When demand arrives instantly and reverses just as fast, the supply chains that outperform are the ones built to absorb disruption and recover in real-time. Planning for averages and seasonal peaks simply isn’t sufficient anymore. The future is all about adaptability and meeting the moment head-on.”
Locus Robotics conducted a survey with Dynata in January 2026, targeting 1,000 general U.S.-based consumers over 18 years of age.
