One Sunday morning, Juliet* was surprised by a delivery driver who brought a large package she had no memory of ordering. At first, she assumed it was an error from an online retailer. But the card inside revealed the truth: “To Sober Juliet, from your friend, Drunk Juliet.” The message was a humorous reminder of a growing cultural trend—drunk shopping. While it may seem like an amusing anecdote, it reflects a broader and increasingly common behavior that has not received much attention from researchers or policymakers. Drunk shopping is a form of impulse buying that occurs when people are under the influence of alcohol. According to a US survey, this behavior generates around $45 billion in annual revenue. Researchers have started to explore the psychological and ethical dimensions of this phenomenon, noting that alcohol affects decision-making in unique ways. When alcohol enters the body, it acts as a disinhibitor, reducing self-control and making people more likely to act on immediate desires, often without considering long-term consequences. Psychologists describe this effect as "alcohol myopia," a term that refers to how alcohol narrows attention and reduces the ability to process complex information. This means that when intoxicated, people focus more on immediate, attractive cues—like a “buy now” button—while ignoring other important details, such as the cost or the actual need for the item. Unlike regular impulse buying, drunk shopping is a situational behavior, not a result of long-term personality traits like materialism. It is more about temporary impairment than chronic tendencies. Online platforms are designed to encourage purchases, and they often use features like one-click buying, countdown timers, and limited stock alerts to push consumers toward quick decisions. These tactics may have a stronger effect on people who are drunk, as their ability to resist temptation is reduced. While companies might claim that consumers can return items they regret buying, in reality, most people avoid the hassle of returns. Consumer protection laws also do not account for temporary impairments, assuming instead that all shoppers are rational and informed. This leaves a gap in how society addresses the risks of drunk shopping, raising questions about whether digital platforms should be held responsible for enabling such behavior.