Retail demand patterns are becoming harder to predict, and social media is a big reason why.
According to a new survey from Locus Robotics, 71% of U.S. shoppers say viral trends influence their buying decisions. That shift is adding new pressure on retail supply chains already dealing with labor shortages and rising transportation costs.
Unlike traditional seasonal peaks, viral demand can surge without warning. A product highlighted on TikTok or Instagram can see a sharp spike in orders within hours. For retailers, that means warehouses and transportation networks must respond faster and with greater flexibility.
The survey, conducted in January among roughly 1,000 U.S. adults, suggests shoppers are increasingly willing to switch brands or retailers if trending items are unavailable or delivery takes too long. That raises the stakes for inventory positioning, fulfillment speed, and last-mile delivery.
Four takeaways
Here’s what that means for retailers and their supply chain teams.
1. Viral Trends Are Driving Real Purchases: 71% of consumers say viral trends influence what they buy. That means demand can spike overnight, without the traditional buildup tied to holidays or promotions.
2. Shoppers Expect Fast Delivery: Consumers influenced by trending products are less willing to wait. If an item is unavailable or shipping takes too long, many will buy elsewhere, raising the stakes for fulfillment speed.
3. Demand Is Less Predictable: Retail networks built around forecast-driven planning are now dealing with shorter product lifecycles and faster demand swings, creating new pressure on inventory positioning.
4. Execution Speed Matters More Than Ever: Retailers that can quickly adjust labor, inventory, and transportation capacity are better positioned to handle sudden surges tied to social media momentum.
