As we start to step out of the house, we crave not shopping, but immersive experiences. This is evident in the experience economy: Disneyland is overcrowded, flights are overcrowded, hotels are overcrowded, and Coachella sells out in minutes. In the massive global shift from the economy of things to the economy of experiences, surviving brands will have to adapt.
Source: The Most Successful Brands Will Start Selling Experiences