The internet has long provided refuge for minority views and niche interests. It seems that US shoppers may be hiding out there as well. Overall retail sales are in retreat – down 10 per cent year on year in the first quarter, excluding food. But online spending is holding up remarkably well: Credit Suisse estimates that e-commerce (excluding travel bookings) was down just 0.5 per cent for the same period.

The breakdown of online spending does reflect broader trends. Sales of office supplies dropped by more than a quarter, while books and magazines were up by almost a fifth, as the country switches to cheaper pastimes. The largest category though, apparel and accessories, dropped just 0.6 per cent in spite of its more discretionary nature.