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Back to school hauls are pushing aside #UnderconsumptionCore. It seems that the trend of promoting conscious consumerism was short-lived on TikTok thanks to back to school season. According to the National Retail Federation, this year’s BTS spending is projected to total $38.8B, making it the second-highest amount recorded following last year’s record of $41.5B. And as it has been, BTS shopping season is starting early: the TikTok hashtag #BackToSchoolHaul currently has over 30K videos, and #BackToSchool2024 boasts a close following 26K. Deloitte also found that 85% of parents this year indicated they could be tempted to splurge on a “must-have” item due to the viral trends—so TikTok trends led by teens succeed at influencing once again. (CNBC) 📊 YPulse data: 62% of 13-39-year-olds plan to do back to school shopping this year |
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