The communicative possibilities of the modern digital society are fundamentally different from the previous times. Active integration of new media into all spheres of human life without exception changes everyday life, forms new behaviors and ways of self-organization. Under the influence of social media there is a significant transformation of consumer practices, stages of decision-making on purchasing. During a certain period of social development, consumption becomes the dominant social process that characterizes everyday life. It acquires new media reversals and opportunities.