A lone man sits with a beer, at one of many empty café tables in a square in Porto, Portugal

The rise of the loner consumer

In the pandemic years, people became used to staying inside. Outlays on services—everything from restaurant meals and foreign travel to elective medical care—collapsed. Demand for goods jumped, with a rush for computers and exercise bikes. Such patterns proved resilient even as life got back to normal. In 2023 we called people spending in this manner…

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