Say Hello to the Workday Consumer

Say Hello to the Workday Consumer

Who is the new ‘Workday Consumer’?

The term “workday consumer” refers to individuals who make most of their purchases during their workday, rather than on weekends or in the evenings. This buying behaviour is becoming increasingly common as more and more people shop online and have access to online shops and apps on their work computers and devices. Not just that but many people believe their work and personal tasks to now be of equal importance.  

Why do people shop online during working hours?

There are several reasons why workday consumers might prefer to do their shopping during business hours. For one, they might have more free time during the day to browse and shop online, as they are not busy with after-work activities or weekend errands. Additionally, many people find that they are more productive at work when they take short breaks to shop or make purchases online, as it helps to break up the monotony of the workday and provides a sense of accomplishment.

Another reason for the rise of workday consumers is the increasing number of businesses that offer workplace discounts and perks to their employees. These might include discounts on popular brands and products, free shipping, and special sales or promotions that are only available to employees. in the current economic climate these discounts and perks make it more appealing to make purchases during the workday, as they can save money and take advantage of special deals that are not available to the general public.

7 in 10 Gen Zers are shopping online during work calls
7 in 10 Gen Zers are shopping online during work calls – source

The risks

However, there are also some potential drawbacks to the workday consumer trend. One concern is that it can lead to decreased productivity, as employees spend more time shopping online or making personal purchases during the workday. This can be especially true for employees who are not self-disciplined or who get easily distracted by online shopping.

Another potential issue is the potential for security breaches or other risks associated with making purchases on work computers. If employees are not careful about the websites they visit and the information they enter while shopping online during working hours, they could potentially compromise the security of their company’s network or expose sensitive personal and company information.

Brands have yet to catch up with the workday consumer

Despite these potential drawbacks, the trend of ‘workday consumers’ is likely to continue in the future, as more and more people turn to online shopping as a convenient and efficient way to make purchases. Businesses and their employers can and should take steps to mitigate any potential negative effects by implementing policies and guidelines for online shopping and personal use of work devices. All companies should be providing training and resources to help employees stay productive and secure while shopping online. It’s a win win situation for both parties.


In conclusion, the rise of the workday consumer is a reflection of the increasing convenience and accessibility of online shopping. While there are potential risks and downsides to this trend, it is likely to continue as more and more people turn to the internet to make their purchases. Companies and employers can take steps to ensure that this trend does not negatively impact productivity or security, and can even leverage it to offer discounts and perks to their employees.

Who is Ellie England?

Passionate about search, women in technology and making a lasting impact, Ellie England – Commercial Director, Microsoft Advertising – began her career in sales working in an inner-city secondary school ‘selling’ the importance of modern languages to disaffected teenagers. She got into the world of search working for Google for 6 years, before eventually relocating to Manchester and joining Microsoft.

Ellie England with Gerry White, Stacey Harper and John Warner at the Benchmark Search & Digital Marketing Conference 2022
Ellie England with Gerry White, Stacey Harper and John Warner at the Benchmark Search & Digital Marketing Conference 2022
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