Have you ever found yourself endlessly browsing products online, only to realize you didn’t actually need to buy anything? You weren’t looking for anything in particular, yet you spent hours scrolling through items—comparing, evaluating, and sometimes even adding things to your cart, but never actually making a purchase. This phenomenon is called dreamscrolling, and it's something more and more people are doing, often without realizing its psychological benefits.

What Is Dreamscrolling?

Dreamscrolling is when people browse online or in physical stores for the sheer enjoyment of it, without the intention of making a purchase. It’s the habit of scrolling through products, admiring them, and maybe even imagining owning them, but never following through with a transaction. What’s interesting about this behavior is that it isn’t limited to just affordable products. People often engage in dreamscrolling with luxury items like sports cars, expensive watches, or a dream home.

The Interest from Psychology and Marketing

Psychologists and marketers have both taken an interest in this behavior. While psychologists are keen to understand why people engage in this activity, marketers are trying to figure out how to convert dreamscrolling into actual sales. In short, businesses want to know: What makes people scroll but not buy, and how can they change that?

Why Do People Dreamscroll?

You might be wondering: why do people spend so much time looking at products they don’t need? Well, the answers lie in both psychology and marketing. For many, dreamscrolling serves as a form of escapism. It offers a quick hit of pleasure, much like a daydream where you imagine yourself with that shiny new car or the perfect vacation home. It’s harmless fun, a mental exercise where you get to picture your ideal lifestyle without spending a dime.

The Prevalence of Dreamscrolling

Marketers have observed that dreamscrolling is quite widespread. While precise figures vary, it's clear that a large portion of the online population engages in this activity. This highlights the importance of understanding this behavior for businesses. Women are typically drawn to fashion, beauty products, and home goods, while men are more likely to browse electronics, sporting goods, and cars.

What Happens During Dreamscrolling?

A significant majority of online browsers (approximately 90%) engage with the products they view, often adding items to their cart or saving them for later, even if they don't intend to purchase immediately. Only about 10% of browsers leave the site without taking any such action. This behavior gives businesses a chance to keep potential customers engaged. By understanding what catches a dreamscroller’s eye, marketers can improve their platforms and increase conversion rates. For businesses, one of the most critical things to understand is how people interact with products. Dreamscrolling isn’t just about having fun—it’s about forming a connection with the product, even if that connection doesn’t immediately result in a purchase.

How Are Businesses Responding to Dreamscrolling?

Some businesses have taken a harsh approach toward dreamscrollers, thinking that these people aren’t worth catering to. But this is a big mistake. The rise of online marketplaces has made it more important than ever to keep potential buyers engaged, even if they aren’t buying immediately. Here’s where psychology can help businesses avoid common pitfalls and improve their conversion rates.

Seamless Entry

People come to online stores in many different ways, and the first experience they have with your site is crucial. If a visitor encounters pop-up ads, a hard-to-navigate sign-up page, or restrictions that prevent them from browsing freely, they’ll likely leave. Marketers must make sure the experience is smooth and welcoming right from the start. If potential buyers can’t browse without signing up, they’ll just leave and go to a competitor.

Visual Appeal

Visual presentation plays a crucial role in online shopping, and dreamscrolling is no exception. A clean, well-designed product page, with high-quality images and clear information, can significantly enhance engagement. Unattractive product displays or cluttered layouts are likely to deter potential customers. A visually pleasing layout can help ensure that people stay on the site longer and build a stronger emotional connection with the products they like.

The “Likes” Feature

Many platforms have a feature where users can “like” products they’re interested in. This is a great way to keep dreamscrollers engaged. But businesses need to make sure this feature is easy to use. If people have to sign up or jump through hoops to “like” a product, they’ll give up quickly. Ideally, there should be one-click authorization via social media or email, allowing them to save products effortlessly.

Is Dreamscrolling Bad for You?

While dreamscrolling can be harmless, there’s a psychological aspect to it that needs to be understood. For example, doomscrolling (endlessly scrolling through negative news) is harmful and can lead to anxiety and stress. On the other hand, dreamscrolling tends to have positive effects on the brain. It’s a relaxing activity that can reduce stress and increase enjoyment, even if the goal isn’t to make a purchase. The act of scrolling through aesthetically pleasing content can activate positive emotions and create a sense of satisfaction, much like daydreaming.

The Benefits of Dreamscrolling

Psychologists have identified several benefits of dreamscrolling:

• Stress Relief: Unlike other forms of scrolling, dreamscrolling doesn’t create anxiety. It allows the mind to wander and relax, which can lead to a calming effect.
• Increased Motivation: Dreamscrolling can serve as a form of goal-setting. If you’re saving items you can’t afford right now, your brain might start thinking of ways to make that purchase a reality in the future.
• Better Decision-Making: Dreamscrolling helps people learn about new products and compare different options. Over time, this can help consumers make more informed purchasing decisions.

The Bottom Line: Dreamscrolling as a Positive Habit

In contrast to doomscrolling, which often leads to negativity and anxiety, dreamscrolling offers positive mental benefits. It’s a way to indulge in fantasy and imagine a better life without the stress of needing to buy something immediately. While businesses are working hard to turn dreamscrollers into buyers, there’s nothing wrong with the habit itself—as long as it doesn’t become excessive or lead to unproductive behavior. Dreamscrolling can be a source of motivation and inspiration. It can help individuals visualize the future they want, even if they don’t have the means to buy their dream products right away. The key is balance—it’s important to enjoy the process of browsing without feeling pressured to buy everything you see. Just like any other habit, it’s best when done in moderation.