A new study has found that mass shootings lead to a significant and lasting increase in alcohol sales in affected communities, highlighting the widespread impact of such tragedies beyond the immediate victims. Researchers analysed alcohol sales data from more than 35,000 retailers across the US and found that purchases remained elevated for at least two years after a mass shooting occurred in a public setting. The findings were published in the journal PNAS Nexus.
The study, conducted by a team at the University of Wisconsin-Madison, examined data from 2006 to 2019, covering all recorded mass shootings during that period. It found that in areas where public mass shootings took place, alcohol sales rose by an average of 3.5% in the two years following the event. This increase was not observed in cases where shootings occurred in private residences. The researchers suggest that the public nature of these attacks amplifies feelings of fear and distress, leading to behavioural changes within the wider community.
Nicholas Buttrick, PhD, an assistant professor at the University of Wisconsin-Madison, highlighted the role of alcohol as a common coping mechanism in American society. “Alcohol is a pretty classic American approach to dealing with distress. When we’re not feeling great, people drink.”
Using advanced statistical analysis, the study compared alcohol purchases in communities affected by mass shootings with those in similar areas that had not experienced such events. The findings indicate that the trauma of a public mass shooting influences the way people in the community cope, with many turning to alcohol as a response to stress. The effect was particularly pronounced in locations where the attack was highly publicised, reinforcing the idea that awareness and media coverage play a key role in shaping collective reactions.
Buttrick also emphasised the significance of public awareness in shaping community responses. “The distinction between public and private shootings is really important. It’s not something in the air that spreads this distress from person to person. A mass shooting has effects on the community in as much as the community knows about it.”
One of the most striking aspects of the research is the duration of the impact. While many psychological responses to traumatic events fade over time, the sustained increase in alcohol sales suggests that mass shootings have a long-term effect on the communities where they take place. Even after two years, purchases remained higher than pre-incident levels, and there was some evidence that the impact persisted for even longer.
Because alcohol is widely available, Buttrick noted that changes in drinking behaviour can occur rapidly following distressing events. “Because alcohol is freely available, we’re looking at a behaviour change that can happen quickly and easily in response to distress. And we can see the difference in that behaviour depending on different kinds of exposure to mass shootings.”
The study’s authors note that alcohol consumption is often used as a coping mechanism in times of stress, but this pattern can also contribute to further social and health problems. Increased alcohol availability has been linked to higher rates of violence, including firearm-related incidents. This raises concerns that mass shootings may set off a cycle of distress and risk-taking behaviour, potentially exacerbating existing public health challenges.
While the study does not suggest that all individuals in affected communities turn to alcohol after a mass shooting, the overall trend points to a collective shift in behaviour. The researchers argue that these findings underscore the need for community-based interventions that address both the immediate and long-term consequences of mass violence. Buttrick stressed the importance of understanding these behavioural patterns to help communities recover. “If we want to figure out how to intervene and how to help communities heal, knowing how these happen and why is really important.”
Strategies such as mental health support, outreach programmes, and policies to reduce alcohol-related harm could play a crucial role in mitigating the effects of such traumatic events.
