The Covid-19 pandemic has changed the habits of consumption significantly. Moreover, it also challenged a common understanding of who the consumerist is, how he/she identifies his/herself and how he/she relates to his/her identity outside the consumption. Distinction between a virtual and physical reality has become even more blurred - working remotely and consuming culture online, establishment of new virtual hobbies; even the closest interactions with friends and families are largely digital. Segovia and Bailenson (2009) have suggested that brain cannot distinguish between an authentic experience and a synthetic one. It means that our lives during Covid-19 pandemic have become digital and virtual by default.  All of the above has been largely influential in the rise of a new consumer's identity. The aim of the paper is to understand self-definition of virtual identity of postCovid-19 consumerist in details - what defines postCovid-19 consumer?