Tempted to go online just to browse after sharing a few bottles of wine with your girlfriends? Heed this tale from Lucky‘s Alex Kuczynski before you go near that mouse. BUI–Buying Under the Influence–is an affliction affecting, um, probably a lot of women.
We don’t really know how many women it affects, but some were willing to go on record to divulge their humiliating purchases. The author starts by recounting a conversation she had with a company that was trying to ship her hot dog toaster to someplace called New York, Idaho. Pesky confusing drop-down menu! And a hot dog toaster? Some things, like tattoos and hot dog toasters, always sound like a great idea after some wine.
The above image shows what various Lucky editors bought when they were a little sloshed. We’re loving the chicken that deputy editor Esther Haynes bought and if Jen Ford buys dresses like that when she’s drunk then she should keep drinking and shopping. One woman ordered 13 pairs of the same sandals–a victim of the reclick.
The article also talks about this epidemic from the retailers’ point of view. While they lose profits on a lot of returns, retailers mostly like a drunk shopper. A lot of shoppers are too lazy to return things, and many go for the higher-end items. Click! You own Alex Wang booties.
Retailers only benefit from our bleary-eyed spending. HSN runs all night for a reason, and the Internet never closes. Unlike Google Goggles and iPhone’s Designated Dialer, two apps that prevent you from an sending an embarrassing drunk call/sext/video, nothing like this exists for online shopping. Researchers need to get on this. Our friends at Racked provide a drunk shopping map and schedule for you every week, which is a start.
Are you a victim of BUI? If so, whose confirmation order did you wake up to?