Capitalize on the Homebody Economy

Peter Mayer Agency

Younger Americans are disenchanted with nightlife; according to the U.S. Bureau of Labor Statistics, millennials spend 70% more time at home than the general population. The burgeoning homebody economy – built around luxury self-care products, sleep enhancements, and courier apps – caters to the millions who prefer to be indulged from the comfort and privacy of their homes.

1. Netflix Necessities

Netflix has been marketing to the “stay at home, drink, watch Netflix” crowd. The brand created wine-themed socks that detect when you’ve fallen asleep, to automatically pause your show. Netflix has also partnered with Minibar, a popular alcohol courier app, to deliver wine to your door while you’re binge-watching.

2. Good Sleep Ain’t Cheap

Health-conscious Americans are placing more value on getting a good night’s sleep. The modern sleep industry – from high-end pajamas, to moisture-wicking bed linens, to sleep-management gadgets – now has an estimated worth of  $30 billion to $40 billion.

3. Sheet Mask Selfies

Popularized by celebrities like Bella Hadid and Lady Gaga, the South Korean sheet mask has become a top beauty trend in the U.S. – particularly for selfie-taking social media influencers. Aside from their voguish look, consumers enjoy the downtime that these face masks require for application.

Takeaway: Capitalize on the increasing desire for luxury at-home consumption.

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