Gen Z’s ‘Couch Economy’: How Staying Home Is Reshaping Everyday Spending

A new report from Visa, released on September 14, highlights the rapid rise of what the company calls the “couch economy” – a lifestyle where everything from groceries and household staples to pet care, beauty and entertainment is organized from the living room sofa.

The concept goes beyond simple e‑commerce growth. According to Visa, consumers now treat speed, convenience and seamless digital experiences as a baseline expectation rather than a bonus. Retailers are re‑engineering their operations accordingly, optimising for on‑demand delivery, frictionless checkout and subscription‑style replenishment. Younger shoppers, especially Gen Z and young families, are increasingly replacing big in‑store stock‑up trips with recurring deliveries and automated “set and forget” purchases.

What makes this trend notable is its breadth. Visa’s data suggests similar patterns across multiple markets, with spending concentrating on “small at‑home joys”: pet services and supplies, delivered meals, streaming and gaming subscriptions, and home‑focused treats. Rather than simply “going out less,” consumers are actively competing to upgrade their home life – investing in comfort, time‑saving tools and personalized services that come to them. In Japan, elements of this shift are visible, but the framing of a globally emerging “couch economy” has barely entered mainstream discussion, making it a useful lens for thinking about post‑pandemic consumption.