Teens are extremely vulnerable to outside influences and social media takes advantage of this by promoting shopping addictions. Social media influencers make videos getting ready, showing their #OOTD (outfit of the day), and detailing where their outfits and makeup are from.
Alix Earle has become one of the most popular influencers in the last year, rising to almost six million followers on TikTok. Earle is most famous for her get ready with me videos from which she has garnered many brand deals, such as Tarte, Rare Beauty, and White Fox Boutique.
“I definitely am influenced by Alix Earle,” senior Izabella Wallace said. “I always want her makeup and what she is wearing.”
As these get ready with me videos gain more popularity, the perpetual spending to keep up with the trends also increases, particularly amongst teens. These trends often revolve around name brands that are very expensive, leading teens to feel obligated to put their money towards high-end labels, rather than budget-friendly ones.
“Something that’s super normal in our school are the outfit of the day stories. People are excited to throw those brand names out there right away,” senior Colin McMahon said. “It’s just something that appeals to our minds.”
Social media has made purchasing products even more accessible with tools like Links to Know and Amazon Storefronts, which are pages on social media accounts that give direct links to products mentioned in videos.
“Whenever I’m on TikTok, I see the ‘It Girls’ on my for you page and go to the comments or their storefronts to see where their outfits are from,” Wallace said. “I don’t buy everything in sight, but whenever it fits my style, I’ll likely buy it.”
The quick-changing trends keep teens buying more in hopes to keep up with the fashion industry. On platforms like TikTok, trends are already on their tail end shortly after they go viral.
“Social media is definitely determining our fashion because of how quickly trends catch on now.” said Colin McMahon. “People are so likely to hop on a trend and spend a lot of money and then three months later, immediately move on to something else.”
Teens justify their shopping addictions with videos showing extensive shopping hauls. Posts of teens who laugh about going broke from shopping go viral on every platform. Social media puts a romantic spin on these shopping addictions, even as teens lose the ability to self discipline and budget, both skills which will be needed in their adult futures.
“I just know I get paid on Fridays,” Wallace said. “I tend to just spend without looking at my bank account.”
In contrast, senior Sydney Stodden does not use social media and does little shopping. Her resistance has given her a different perspective than most.
“I don’t feel like I’m missing out on anything,” Stodden said. “I don’t have to deal with possibly seeing an ad or video for something I don’t need.”
To avoid social media all together is one solution to steer clear of the shopping craze. Alternative methods without as large of a financial commitment include shopping second hand, which is also much more affordable and better for the environment.
“If we reuse and upcycle clothing, we’re not wasting anything,” McMahon said. “It also provides a really cool and unique look for people’s fashion.”
