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RELEX Survey Identifies Gap Between Viral Buzz & Retail Reality: What’s Holding Back Trending Products?

Jan 29, 2025 • 3 min

New report highlights how delayed purchases, stockouts, and operational barriers hinder retailers from capitalizing on social media-driven trends.

The viral product phenomenon is driving social media buzz, but some retailers may need to fundamentally rethink their execution strategies, according to new research from RELEX Solutions. While 84% of consumers purchase products they discover on social platforms, most take a measured approach to buying. Only 11% of consumers purchase trending products within 24 hours and 55% take up to a month, suggesting thoughtful consideration over impulse buying.  

The study, based on a poll of 1,012 consumers across the U.S., reveals significant operational challenges in actually meeting trending product demand overall, however. While social discovery is high, 68% of consumers need to check 2 to 4+ stores before finding trending items in stock at all, with only 12% finding products at their first store visit. Nineteen percent of consumers give up searching altogether if they can’t find a product immediately. 

RELEX heard directly from retailers and brands that they’re experiencing these challenges too. In surveying 20 major and medium-sized retailers and brands on-site at NRF Big Show this year, 65% reported experiencing viral product-related stockouts, 45% cited inventory carrying costs as their biggest profitability challenge with viral products, and 45% take more than a week to respond to viral demand spikes.  

“There’s clearly an existing gap between social discovery, physical availability, and fulfillment,” said Dr. Madhav Durbha, Group Vice President of CPG and Manufacturing at RELEX Solutions.   “But what our data also underscores is that ensuring consistent availability across the extended purchase consideration window rather than simply chasing viral moments will be what drives long-term success for businesses.”  

Traditional retail factors also continue to dominate purchase decisions for consumers that retailers should keep in mind. Price (56%) and store convenience (42%) significantly outweigh trend-specific features like a store’s track record of stocking trending items (27%) and dedicated sections for trending products or the staff knowledge of viral products (both 18%) when selecting where to buy. To win viral product sales, retailers should therefore look at cost-efficiency, transparency, and accessibility.  

Some additional key findings include:  

“What we’re witnessing isn’t just a shift in consumer behavior – it’s a fundamental restructuring of retail’s relationship with social commerce,” Durbha continued. “The true opportunity as we look ahead in 2025 and beyond lies not just in chasing viral moments as they happen, but in building resilient retail operations that can sustain interest beyond the initial social media buzz. Those who master this balance between digital discovery and physical execution will define the next era of retail success.” 

Methodology 

The RELEX Viral Products & Social Media Influence Consumer report examines how social media influences purchasing decisions, shapes consumer behavior around trending products, and impacts retailers’ ability to meet rapidly shifting demand patterns. The survey gathered 1,012 responses in January 2024.   

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