WEBVTT - Deinfluencing Summer 0:00:00.040 --> 0:00:01.400 De Influencing Summer. 0:00:06.160 --> 0:00:09.360 Welcome to the Frugal Friends podcast, where you'll learn to 0:00:09.440 --> 0:00:15.360 save money, embrace simplicity, and liver your life. 0:00:15.960 --> 0:00:23.080 Here your hosts Jen and Jill. Welcome to Frugal Friends. 0:00:23.120 --> 0:00:25.720 My name is Jen, my name is Jill, and today 0:00:26.079 --> 0:00:32.080 we are deinfluencing all of the viral trends of summer. 0:00:32.920 --> 0:00:36.280 This is one of my favorite little series we've been 0:00:36.360 --> 0:00:40.599 doing because we talk about being able to deinfluence ourselves. 0:00:40.600 --> 0:00:42.400 But in the past we've kind of talked about it 0:00:42.440 --> 0:00:46.200 in this theoretical kind of way about the things you're 0:00:46.280 --> 0:00:49.680 probably seeing, how marketers do things, and all of that 0:00:49.800 --> 0:00:52.720 is still true and accurate, but now we're actually digging 0:00:52.720 --> 0:00:56.960 in and showing examples of where we're seeing this on 0:00:57.040 --> 0:01:02.560 the internet, on social media, and it comes so glaringly 0:01:02.920 --> 0:01:06.759 acute to realize whoa this is everywhere when you kind 0:01:06.760 --> 0:01:09.759 of hear some of the compilations that we've done. 0:01:09.840 --> 0:01:11.959 So I'm excited to get into it. But first, this 0:01:12.040 --> 0:01:15.720 episode is brought to you by free things. Things that 0:01:15.760 --> 0:01:18.880 you don't have to spend money for, things that when 0:01:19.000 --> 0:01:22.880 you see marketing about them, it's not to pry money 0:01:22.920 --> 0:01:26.240 out of you. To create solutions to problems that never 0:01:26.319 --> 0:01:30.399 really existed. But there is a problem that does really 0:01:30.480 --> 0:01:33.479 exist that you can solve without having to pay for. 0:01:33.640 --> 0:01:37.920 And that's your four oh one k sitting out by 0:01:37.959 --> 0:01:41.320 its loansome at from a job that you don't even 0:01:41.360 --> 0:01:46.800 work at anymore, just getting charged fees. Maybe it's in 0:01:46.800 --> 0:01:49.080 investments that you didn't even pick when you were there 0:01:49.120 --> 0:01:53.520 because they change providers. You really do need to get 0:01:53.520 --> 0:01:55.520 in control of that money and get it rolled over 0:01:55.600 --> 0:01:59.440 into an IRA and capitalize. We'll do that for you 0:01:59.720 --> 0:02:03.520 for free. Head to Frugal Friends podcast dot com slash 0:02:03.640 --> 0:02:10.280 capitalize like capitalizing a letter, and you can manage that 0:02:10.400 --> 0:02:13.840 process with them absolutely free. That get paid by the 0:02:13.840 --> 0:02:17.120 brokerages wherever you pick to move your money. That's how 0:02:17.160 --> 0:02:19.680 they get paid. So it's free for you and you 0:02:19.720 --> 0:02:22.800 get to solve a problem that is an actual problem 0:02:22.919 --> 0:02:27.679 costing you money. Frugal friendspodcast dot com slash capitalize. 0:02:28.880 --> 0:02:33.240 All right, let's get into how we're deinfluencing some of 0:02:33.280 --> 0:02:34.760 the viral trends of something. 0:02:34.800 --> 0:02:38.400 We're looking at this from three categories. Uh So, first 0:02:38.480 --> 0:02:42.480 let's talk about the categories and why we picked them. 0:02:42.560 --> 0:02:48.280 So we're going to talk about stuff travel and sales 0:02:48.960 --> 0:02:53.400 could be on both, but between vacations, sales and just 0:02:53.440 --> 0:02:56.960 having more time to shop in general, Americans spent over 0:02:57.320 --> 0:03:03.120 two hundred billion dollars on summer in twenty twenty four. 0:03:03.480 --> 0:03:05.760 And that's a massive number that kind of makes us 0:03:05.840 --> 0:03:07.640 be like, okay, but how much of that am I 0:03:07.760 --> 0:03:11.639 responsible for? Most of us saw an increase of three 0:03:11.680 --> 0:03:15.440 and a half percent on our travel spending from twenty 0:03:15.440 --> 0:03:20.240 twenty three to twenty four and a one hundred percent 0:03:20.360 --> 0:03:24.959 jump compared to the pre pandemic levels in twenty nineteen. 0:03:25.200 --> 0:03:29.480 So we are traveling so much more than we did 0:03:29.600 --> 0:03:32.000 when I prepreb that a val it. 0:03:32.600 --> 0:03:35.720 When I saw the numbers on what people were spending 0:03:35.800 --> 0:03:39.000 on travel in twenty nineteen compared to twenty twenty four, 0:03:39.080 --> 0:03:41.320 it wasn't just one hundred percent. It's one hundred and 0:03:41.360 --> 0:03:45.320 eighteen percent jump, which is we're more than double on 0:03:45.480 --> 0:03:49.640 summer travel than we did it thet when it was 0:03:49.680 --> 0:03:52.520 at its height in twenty nineteen. 0:03:52.640 --> 0:03:54.560 Yeah, so maybe the three and a half percent is 0:03:54.600 --> 0:03:57.040 just keeping up with inflation, but the one hundred and 0:03:57.160 --> 0:04:01.720 eighteen percent increase from twenty nineteen to no. 0:04:01.480 --> 0:04:05.920 And so some of and social media is a big 0:04:06.240 --> 0:04:10.360 part of that. Retail was not left out behind. That's 0:04:10.400 --> 0:04:14.240 always a little less uh because people are compensating with 0:04:14.320 --> 0:04:17.280 their they're spending more on travel, so they cut back 0:04:17.320 --> 0:04:20.400 in retail, but still a two point three percent year 0:04:20.440 --> 0:04:24.719 of a year increase, and that is heavily driven by 0:04:25.240 --> 0:04:30.719 like more affordable things, lower cost things that are exacerbated 0:04:30.839 --> 0:04:35.400 by sales. Memorial Day, fourth of July Prime Day which 0:04:35.440 --> 0:04:39.720 is now an actual holiday, uh, and then back to school. 0:04:39.880 --> 0:04:42.880 So we are focusing on these three biggest leaks to 0:04:42.880 --> 0:04:51.680 your budget, travel, viral shopping trends, and summer sales. First up, vacations. 0:04:52.200 --> 0:04:54.320 We bought a vacation house in Mexico a few years 0:04:54.360 --> 0:04:55.960 ago that we try to come to as much as 0:04:56.040 --> 0:04:57.200 humanly possibles. 0:04:57.279 --> 0:04:59.440 If you want to be drinking April Spritz is on 0:04:59.480 --> 0:05:00.919 the Amalfi Coast this summer. 0:05:01.000 --> 0:05:03.800 I have the most insane travel deal. I can't gate 0:05:03.880 --> 0:05:04.320 keep this. 0:05:04.320 --> 0:05:06.400 This is one of the best family friendly vacation spots 0:05:06.400 --> 0:05:07.560 without having to leave the country. 0:05:07.600 --> 0:05:10.120 If you look for the perfect girl's vacation trip this year, 0:05:10.279 --> 0:05:12.280 then I've got just the place for you. You have 0:05:12.360 --> 0:05:14.559 Day four of our New England Summer vacation. I always 0:05:14.600 --> 0:05:17.080 talk about moving to Florida, and this is why I'm 0:05:17.120 --> 0:05:20.120 just on the beach. I have my burger here, beautiful. 0:05:20.400 --> 0:05:22.039 I just woke up at the beach house, and I 0:05:22.080 --> 0:05:24.559 want to show you guys, because it's my favorite place 0:05:24.600 --> 0:05:29.680 on earth, all right, So there is no shortage of 0:05:30.400 --> 0:05:34.800 inundation of people on social media telling you about the 0:05:34.880 --> 0:05:39.600 vacations they're on. Whether they're domestic or abroad, they're going 0:05:39.640 --> 0:05:45.719 to have the same basic setup. There's a beach, there's relaxation, 0:05:46.839 --> 0:05:49.520 there's ah, this is my favorite place in the world. 0:05:49.560 --> 0:05:50.160 I love it. 0:05:50.600 --> 0:05:54.799 Yeah, And we are showing that that clip on YouTube, 0:05:54.839 --> 0:05:56.880 So if you want to kind of see the imagery 0:05:56.920 --> 0:05:59.720 along with it, definitely head over to our YouTube channel. 0:06:00.600 --> 0:06:03.080 But one of the things that stands out to me 0:06:03.160 --> 0:06:05.560 is you can hear what they're saying and be like, yeah, 0:06:05.560 --> 0:06:08.720 but what kinds of visuals are they giving with this? 0:06:08.920 --> 0:06:13.680 And all of it is pretty elaborate, very luxury, and 0:06:13.720 --> 0:06:16.760 so kind of giving this idea of this is the 0:06:16.800 --> 0:06:19.160 type of vacation that you should be having, and some 0:06:19.600 --> 0:06:22.520 of it is saying affordable, but we don't know to who, 0:06:22.800 --> 0:06:25.120 We don't know right now, and so then we can 0:06:25.120 --> 0:06:28.200 start to think like, this is what an affordable vacation 0:06:28.800 --> 0:06:29.600 should look like. 0:06:29.839 --> 0:06:36.000 Yeah, it's not taking into account variables like budgets and 0:06:36.320 --> 0:06:40.080 how many kids you have, and that a family vacation 0:06:40.440 --> 0:06:43.840 is not a vacation, it's a trip. It's work. You're 0:06:43.880 --> 0:06:46.480 still parenting, right, and you still like look at it 0:06:46.520 --> 0:06:49.040 and you're like, oh my gosh, Like if I was here, 0:06:49.760 --> 0:06:53.000 then maybe the trip wouldn't feel like work. Maybe you 0:06:53.000 --> 0:06:56.800 would feel like luxury. And that's just not the case. 0:06:57.000 --> 0:07:00.320 So for each of these trends that gets us to 0:07:00.360 --> 0:07:03.880 spend more money, we're going to talk about the cognitive 0:07:03.960 --> 0:07:09.320 biases in our brains that these social media videos target 0:07:09.880 --> 0:07:12.800 to get us to spend money we otherwise wouldn't have, 0:07:13.120 --> 0:07:18.200 or to up our spending in places that we do 0:07:18.360 --> 0:07:22.440 really want to spend and end up then over spending 0:07:22.480 --> 0:07:28.120 and regretting it. So the first one is the availability heuristic. 0:07:28.400 --> 0:07:34.280 So for this one in travel, the availability heuristic frequent 0:07:34.400 --> 0:07:39.920 exposure to travel destinations, whether it's fancy you know, Bali, 0:07:40.040 --> 0:07:43.960 Paris to Loom or even just like domestic beach places. 0:07:44.760 --> 0:07:48.360 It makes them feel more accessible even if they're far 0:07:48.480 --> 0:07:53.080 away or expensive. So even if they're not easily accessible 0:07:53.160 --> 0:07:57.320 via travel or budget. The more you see it, the 0:07:57.360 --> 0:08:01.440 more accessible it becomes to you. So sometimes on social 0:08:01.480 --> 0:08:05.280 media the availability heuristic is really good for us for 0:08:05.440 --> 0:08:10.440 inspirational content, especially in the financial world, we love to 0:08:10.640 --> 0:08:14.920 use this bias to just drown you with like debt 0:08:14.960 --> 0:08:20.720 payoff stories and budgeting hacks and successes and saving money. 0:08:21.520 --> 0:08:25.320 The more you see it, the more accessible it becomes. 0:08:26.240 --> 0:08:30.400 They use the same concept in travel to make these 0:08:30.440 --> 0:08:32.720 destinations feel more available. 0:08:33.280 --> 0:08:37.280 What's also happening here is something called projection bias, which 0:08:37.320 --> 0:08:42.480 is where we can imagine ourselves enjoying something more than 0:08:42.679 --> 0:08:47.120 we actually might, so overestimating how good it might actually 0:08:47.240 --> 0:08:51.319 end up feeling later, and this happens a lot, particularly 0:08:51.360 --> 0:08:54.640 with travel, and even other types of research can even 0:08:54.760 --> 0:09:00.319 indicate that we will often get more dope, I mean 0:09:00.400 --> 0:09:04.280 from the anticipation of the trip and how much enjoyment 0:09:04.360 --> 0:09:06.959 we get on the trip itself. So there's a lot 0:09:06.960 --> 0:09:10.200 of things at play here. But that's another draw that 0:09:10.240 --> 0:09:14.760 can happen is when we are really projecting how great 0:09:14.960 --> 0:09:17.280 that trip is going to be, and it's not helped 0:09:17.320 --> 0:09:19.920 by the fact that social media is encouraging you to 0:09:19.960 --> 0:09:22.920 think that life will be so much better if you 0:09:22.960 --> 0:09:23.360 book this. 0:09:23.679 --> 0:09:29.120 Yeah. Another one is nostalgia and escapism. Obviously, escapism is 0:09:29.640 --> 0:09:37.360 like textbook for travel content. Beautiful visuals and storytelling evoke 0:09:37.480 --> 0:09:42.360 a longing for either past travels, and we always have 0:09:42.559 --> 0:09:46.600 this like rose colored glasses when we're thinking about past travel. 0:09:46.679 --> 0:09:51.400 We don't remember the bad things, like how your toddler 0:09:51.520 --> 0:09:54.240 was crying in the middle of the night. I actually 0:09:54.240 --> 0:09:57.960 do remember those ones, but we don't remember like the 0:09:58.000 --> 0:10:01.960 things that stank. We only remember like the really great things. 0:10:02.679 --> 0:10:07.720 So it uses that and then making the experience feel 0:10:07.800 --> 0:10:15.360 more emotionally necessary. That's escapism. So travel contenters' contenters. 0:10:16.160 --> 0:10:16.280 It. 0:10:17.040 --> 0:10:24.199 Travel content creators will create stories around these destinations even 0:10:24.280 --> 0:10:27.880 when they don't necessarily exist. The stories, not the destinations, 0:10:28.679 --> 0:10:33.600 to make them feel like like a place that's going 0:10:33.679 --> 0:10:38.080 to solve your problems, Like you're not happy right now, 0:10:38.720 --> 0:10:42.160 and this place will make you happier, because that's what 0:10:42.400 --> 0:10:46.040 happened to me. I was unhappy and then I traveled 0:10:46.120 --> 0:10:50.040 to all these places. And it's not the end all 0:10:50.040 --> 0:10:51.920 be all. It's not going to solve every one of 0:10:51.960 --> 0:10:55.800 your problems, but it's going to solve probably eighty percent 0:10:55.880 --> 0:11:01.000 of them. Right, they're not being crazy when they're creating this, 0:11:01.280 --> 0:11:05.520 but they're being just outside of reality enough to make 0:11:05.600 --> 0:11:06.320 you believe it. 0:11:07.880 --> 0:11:11.760 Yeah, here's the thing. Most people are not going on 0:11:12.280 --> 0:11:16.840 lavish vacations. They are not spending an extreme amount of 0:11:16.880 --> 0:11:21.080 money every single summer. Ooh hawt Girl summer in Europe, 0:11:21.200 --> 0:11:24.080 ooh hawt Girl summer in Mexico, ooh Hawtgirl summer in. 0:11:24.080 --> 0:11:26.960 The Anlafee Coast. I have sixteen dollars in my bank account. 0:11:27.559 --> 0:11:30.680 It is Hot Girl Summer at Dollar Tree this year. Yeah, 0:11:31.000 --> 0:11:33.240 I would I would dare to say that it is 0:11:34.000 --> 0:11:40.440 mostly the content creators that are doing this, and it's 0:11:40.520 --> 0:11:45.160 the thing that we see it so much because it's 0:11:45.200 --> 0:11:49.280 their job, like it's their job to be either travel 0:11:49.400 --> 0:11:57.440 content creators or just like standard influencers, lifestyle influencers, and 0:11:57.480 --> 0:12:03.520 so they're taking these either small like these I don't know, 0:12:03.640 --> 0:12:06.880 I won't say small, but domestic trips. I saw some 0:12:06.920 --> 0:12:09.640 of these even in the mashup that we included clips 0:12:09.679 --> 0:12:12.840 were actually sponsored so they didn't have to pay for 0:12:12.920 --> 0:12:16.719 their stay. Otherwise they're doing it. A lot of it 0:12:16.760 --> 0:12:20.000 is a write off because they get to create content 0:12:20.120 --> 0:12:25.880 while on the trip, So it's not like most of 0:12:25.960 --> 0:12:28.800 us are not taking trips like this. I cannot tell 0:12:28.840 --> 0:12:32.880 you the last time I personally went to Europe. I 0:12:32.960 --> 0:12:37.520 don't remember. I think I was in college and that 0:12:37.640 --> 0:12:40.600 was a long time ago. So I love to do 0:12:40.640 --> 0:12:44.840 a little staycation. But yeah, like most people are not 0:12:44.960 --> 0:12:49.320 doing this, even though it looks like they are. 0:12:49.320 --> 0:12:53.079 Well, and even a lot of these influencers, for some 0:12:53.160 --> 0:12:56.080 of them, it's it's not even as regular as it 0:12:56.200 --> 0:13:00.280 might seem. We're just seeing so many influencers talking about this. 0:13:00.400 --> 0:13:02.640 But even if we do go to Europe, because I 0:13:02.720 --> 0:13:06.120 did actually last year and it was fantastic, but that's 0:13:06.160 --> 0:13:10.400 a once every five years type of vacation that we 0:13:10.520 --> 0:13:12.240 get to do. And so you know, if you were 0:13:12.280 --> 0:13:15.480 to be following my Instagram account alongside other people's, you 0:13:15.559 --> 0:13:17.600 might think, oh, this gets to happen all the time. 0:13:17.679 --> 0:13:20.480 But I think we're really trying to get de influence, 0:13:21.120 --> 0:13:24.760 bring us back down to normal life, and recognize we're 0:13:24.760 --> 0:13:25.600 not all doing this. 0:13:25.559 --> 0:13:26.240 All the time. 0:13:26.720 --> 0:13:30.440 So instead, be a tourist in your own city. Consider 0:13:30.600 --> 0:13:35.760 doing a SPA day at your local spa facility, Go 0:13:35.800 --> 0:13:39.680 to museums, get free passes from your library, go see 0:13:39.720 --> 0:13:41.880 a movie, go do some of the fun things that 0:13:41.920 --> 0:13:45.760 you don't do very regularly in your area as a 0:13:45.800 --> 0:13:47.440 way to really enjoy summer. 0:13:47.800 --> 0:13:50.479 Yeah, and if you do want to take a vacation, 0:13:51.240 --> 0:13:55.600 make it like a driveable staycation. I think back to 0:13:56.320 --> 0:13:59.800 when I'm thinking like nostalgia, I'm thinking back to trips 0:13:59.840 --> 0:14:04.120 when I was a kid, we never flew anywhere. We 0:14:04.160 --> 0:14:08.160 would always drive, and it was always like small. We 0:14:08.160 --> 0:14:10.560 would like stay in a nice hotel because we didn't 0:14:10.600 --> 0:14:12.959 have to drive, but even it wasn't like top notch 0:14:13.000 --> 0:14:15.240 for me, it was nice. It was probably like I 0:14:15.240 --> 0:14:17.880 don't know, like a best step above a Best Western 0:14:18.000 --> 0:14:21.480 or something. I was always thought it was like luxury 0:14:21.520 --> 0:14:23.880 because it wasn't my home. And your kids are thinking 0:14:23.960 --> 0:14:27.440 the same thing. It doesn't have We don't have to 0:14:27.480 --> 0:14:32.120 live on this like lifestyle inflation, you know, treadmill and 0:14:32.240 --> 0:14:36.080 just get better and better and better when we think 0:14:36.160 --> 0:14:40.240 about vacations, like we can do Europe, but like again, 0:14:40.320 --> 0:14:43.040 make it out every five to ten year thing. Start 0:14:43.120 --> 0:14:46.080 saving now, decide how decide where you want to go 0:14:46.160 --> 0:14:49.920 and how often you want to go, Like totally separate 0:14:49.960 --> 0:14:53.480 from what you're seeing on social media because most by 0:14:53.480 --> 0:14:56.800 the time it's on social media, it's probably oversaturated and 0:14:56.880 --> 0:15:00.920 not that great anyways. So yeah, I've never been to 0:15:00.960 --> 0:15:04.920 the Amalfi Coast, but I can only imagine how crowded 0:15:04.960 --> 0:15:10.400 it is in summer. So true. So moving on to 0:15:11.600 --> 0:15:12.480 viral trends. 0:15:12.560 --> 0:15:16.000 Ooh, this one gets a little bit juicy. 0:15:16.720 --> 0:15:19.280 This is my twelfth attempt trying to find the viral 0:15:19.280 --> 0:15:22.640 lobster beuted bad cookpreepants are going to be absolutely everywhere 0:15:22.680 --> 0:15:25.400 this summer. These are brand new summer arrivals from Target 0:15:25.440 --> 0:15:28.000 Perfect Turddak for the July and Ward. You want to 0:15:28.000 --> 0:15:30.920 stop smelling like crap and actually smell good this summer, 0:15:31.280 --> 0:15:33.040 this is the perfume you need. 0:15:33.200 --> 0:15:35.040 They're going to be the cool mom if you grab 0:15:35.080 --> 0:15:36.440 these sunglasses of this summer. 0:15:36.600 --> 0:15:40.920 By trending summer items to pick up right now, Besty Boom, 0:15:41.040 --> 0:15:42.680 I just created the perfect list of things that you 0:15:42.720 --> 0:15:43.720 need for Hockgirl summer. 0:15:43.880 --> 0:15:45.840 I'm not a gatekeeper, and these are things that I 0:15:45.920 --> 0:15:48.000 love that either make my life easier or make me 0:15:48.000 --> 0:15:51.200 feel cuter or both. Six reasons why this gedget is 0:15:51.240 --> 0:15:56.160 this summer's hottest product. You know, when we started outlining 0:15:56.160 --> 0:15:59.920 this episode, it was originally going to just be about 0:16:00.120 --> 0:16:06.600 the viral lobster beaded bags, because I was seeing all 0:16:06.800 --> 0:16:13.720 these people looking for these this specific lobster bag at 0:16:13.840 --> 0:16:17.400 TJ Max and Marshall's and they were like this woman 0:16:17.720 --> 0:16:20.800 who said she was on her twelfth store, she went further. 0:16:21.200 --> 0:16:23.960 I still think this was in April, and I still 0:16:24.000 --> 0:16:26.560 don't think she's found the lobster beat. I think she 0:16:26.600 --> 0:16:30.080 made it to like store eighteen, and she's like, like 0:16:30.160 --> 0:16:33.680 going to other stores, it's probably not even on trend anymore. No, 0:16:33.720 --> 0:16:37.040 I mean it's so that's the point, Like these viral 0:16:37.320 --> 0:16:45.040 trends are trends, and Lord only knows why anything goes viral, 0:16:46.040 --> 0:16:49.440 but these are all like you're going to be hearing 0:16:49.800 --> 0:16:52.640 so many like this is the must have of summer. 0:16:53.200 --> 0:16:58.720 These are like summer dress hall like this. And those 0:16:58.840 --> 0:17:02.440 viral beaded bags were not good looking. They did not 0:17:02.560 --> 0:17:05.680 look good. I made a mashup of just beaded bag 0:17:06.359 --> 0:17:11.920 TikTok's too, and it's not good. And these people at 0:17:11.960 --> 0:17:15.240 the end, one of these girls, and you couldn't hear it, 0:17:15.359 --> 0:17:16.919 Like she didn't say it out loud, it was just 0:17:16.960 --> 0:17:21.280 like a note on the video. She's like, I don't uh, 0:17:21.520 --> 0:17:24.080 I don't know if this is just like TJ Maax blindness, 0:17:24.200 --> 0:17:26.800 but this is so cute. And then on the video 0:17:26.880 --> 0:17:31.000 it said it was absolutely tjmax blindness. This is not cute. 0:17:31.560 --> 0:17:34.959 But that's how I see so many people I can like, 0:17:35.160 --> 0:17:37.760 I see so many people with these things that I've 0:17:37.800 --> 0:17:42.960 seen on TikTok and Instagram as trends, and they're not 0:17:43.240 --> 0:17:45.879 cute if you if you're not familiar that it's a 0:17:45.920 --> 0:17:49.919 trend on social media. I look at them and I'm like, 0:17:50.160 --> 0:17:53.000 why did why do you have that? What got you 0:17:53.040 --> 0:17:56.560 to buy a tiny shell bag that you have to 0:17:56.720 --> 0:17:59.880 carry the whole time. You can't put it on your arm, 0:18:00.160 --> 0:18:03.040 you can't put it down. It's gonna fall over, like 0:18:03.600 --> 0:18:06.560 if you open it, all your things are gonna fall out. 0:18:07.240 --> 0:18:11.280 But but here's the thing. I watched so many of 0:18:11.280 --> 0:18:14.320 these videos and by the end I was like, actually, 0:18:14.359 --> 0:18:17.240 the lime one's kind of cute. That happened to me too. 0:18:17.720 --> 0:18:21.920 With one of the I think they were seashells. 0:18:21.960 --> 0:18:23.359 And to hear me say it out loud, it is 0:18:23.400 --> 0:18:25.960 a little bit like what and it had these like 0:18:26.040 --> 0:18:27.560 it had like dangly fringe. 0:18:28.560 --> 0:18:33.760 My perception of what looked good, slowly shifted over time. 0:18:33.880 --> 0:18:37.560 It was wild. We were trying to debunk the thing 0:18:37.720 --> 0:18:40.960 and our minds were slowly getting roped into it. Yeah, 0:18:41.040 --> 0:18:44.679 I mean bell bottoms, right, am I? Right? Do you own? 0:18:45.560 --> 0:18:45.760 No? 0:18:45.880 --> 0:18:48.840 But no? But you know what I might end because 0:18:49.280 --> 0:18:52.120 you just get worn down. That's the thing. Time when 0:18:52.160 --> 0:18:54.879 you see and your algorithm, if you watch something, it 0:18:54.960 --> 0:18:57.560 shows you more of it. Right, So if you see 0:18:57.600 --> 0:18:59.920 it over and over and over, you will just natch, 0:19:00.160 --> 0:19:03.000 really start to be attracted to it. 0:19:04.400 --> 0:19:07.240 So here's what's happening. There is a part of fomo 0:19:07.560 --> 0:19:11.159 going on here. That fear of missing out is alive 0:19:11.240 --> 0:19:14.800 and well and very real, and it's kind of what 0:19:14.920 --> 0:19:20.000 we're describing. Once you start to associate yourself with a 0:19:20.000 --> 0:19:23.840 certain group, you feel like you are like this person 0:19:24.000 --> 0:19:27.639 or the collection of people. This is what they're doing. 0:19:27.760 --> 0:19:30.680 Our sense of belonging kind of starts to take over 0:19:30.760 --> 0:19:36.159 our desire for connection, and we don't want to be 0:19:36.440 --> 0:19:39.160 on the outskirts of that. We want to be right 0:19:39.280 --> 0:19:41.200 there in it, feeling like we're. 0:19:41.080 --> 0:19:43.480 Riding the wave too. What you like? I like, we're 0:19:43.520 --> 0:19:47.240 having fun, we're all laughing together. So I'm getting a 0:19:47.280 --> 0:19:51.159 lobster bag, So I'm getting I'll add the bandwagon effect 0:19:51.240 --> 0:19:55.560 to that too. Yeah, that it's just we want to 0:19:55.600 --> 0:19:59.359 be connected to each other, right, and we watch for 0:19:59.400 --> 0:20:01.800 the people. And I think that was what I was 0:20:01.840 --> 0:20:05.000 seeing a lot of when I was looking at these trends, 0:20:05.200 --> 0:20:08.040 is that I was interested in the people more than 0:20:08.080 --> 0:20:11.200 the stuff, and then the interest in the stuff came 0:20:11.720 --> 0:20:14.880 as a result. And I saw so many people go 0:20:14.960 --> 0:20:19.399 in for these lobster bags that were very hard to find. 0:20:20.119 --> 0:20:22.359 They just went in because it was hard to find. 0:20:22.400 --> 0:20:23.920 They wanted to see if they could get it, they 0:20:23.920 --> 0:20:26.520 bought it. If they couldn't find it, they came out 0:20:26.560 --> 0:20:32.159 with other stuff or other beaded bags that were again 0:20:32.280 --> 0:20:35.720 not cute. So a lot of them, they feel like 0:20:35.760 --> 0:20:36.280 you're friends. 0:20:36.359 --> 0:20:38.560 It feels like you're coming along on a shopping trip 0:20:38.600 --> 0:20:40.840 with a friend, and don't we all just want that? 0:20:41.080 --> 0:20:44.560 And these women are so likable and relatable, and so 0:20:44.640 --> 0:20:48.520 you want to root for them and be part of 0:20:48.560 --> 0:20:52.639 that journey. So the next bias that this is playing 0:20:52.680 --> 0:20:56.560 into is social proof. So when a product has hundreds 0:20:56.640 --> 0:21:02.159 or thousands of glowing reviews, dupe tutorials, influencer messages, it 0:21:02.280 --> 0:21:06.600 signals that it's safe and smart to buy. And also 0:21:06.680 --> 0:21:09.400 the comment section. The comment section can be dangerous too. 0:21:09.520 --> 0:21:13.800 You're seeing just ordered mine, Oh my gosh, I love it, 0:21:14.119 --> 0:21:18.320 stuff like that. When you see that then and I'm 0:21:18.359 --> 0:21:24.080 thinking back to the fragrance video and the makeup video 0:21:24.119 --> 0:21:27.280 that was in the mashup, like you could just have 0:21:27.440 --> 0:21:30.359 not even used it, and you're just doing You're an 0:21:30.359 --> 0:21:33.640 influencer doing a video on it, and then people can 0:21:33.640 --> 0:21:36.000 come up in the comments and do the selling for you, 0:21:36.520 --> 0:21:39.320 and you like all of the people who like it, 0:21:39.760 --> 0:21:43.080 and anybody who doesn't like it, you kind of bury 0:21:43.280 --> 0:21:48.800 that comment, like that's how this thing works. That's how 0:21:48.920 --> 0:21:53.919 influencers get social proof on their videos. And we just 0:21:54.040 --> 0:22:00.000 cannot trust influencer social proof anymore because people are doing 0:22:00.040 --> 0:22:03.840 wing this for money, Like that's what all of this is. 0:22:04.280 --> 0:22:07.120 I don't know what the Marshals thing was. I think 0:22:07.119 --> 0:22:10.040 that was really just the fomo aspect of it, because 0:22:10.080 --> 0:22:14.280 you can't really monetize Marshals, but people with the target 0:22:14.400 --> 0:22:18.200 finds and all of the you know, the Capri pants 0:22:18.200 --> 0:22:20.560 you can link to your LTK to all kinds of 0:22:20.600 --> 0:22:24.680 capri pants, which I was shocked that Capri Pants left 0:22:25.080 --> 0:22:27.639 because I have long legs and like a lot of 0:22:27.760 --> 0:22:31.520 pants are just capris on me, and I was upset 0:22:31.600 --> 0:22:34.159 actually to know that they had left, but please to 0:22:34.240 --> 0:22:38.120 know that they've come back. They've never been my favorite, 0:22:38.160 --> 0:22:40.880 but all right, it's helpful if you're going to chew 0:22:41.240 --> 0:22:44.199 through whatever. Right, I never choose a capri pant, the 0:22:44.240 --> 0:22:47.560 capri pants choose me. They're not Yeah, they're not going 0:22:47.640 --> 0:22:49.440 to keep you warm, they're not going to keep they're 0:22:49.480 --> 0:22:52.240 not going to keep you cool. Who knows what they 0:22:52.320 --> 0:22:55.240 who knows what they do, but they're back for summer. Yeah. 0:22:55.280 --> 0:22:58.440 So there's also scarcity and urgency at play here, so 0:22:58.760 --> 0:23:02.160 only a few left and stuff or back in stock 0:23:02.280 --> 0:23:06.680 now or hurry, don't wait, limited edition, all of these 0:23:06.720 --> 0:23:08.879 things kind of make us feel like I've got to 0:23:08.920 --> 0:23:09.440 get it now. 0:23:09.800 --> 0:23:11.080 Particularly for me. 0:23:11.280 --> 0:23:15.040 I've noticed the back in stock thing always does get 0:23:15.040 --> 0:23:19.080 an initial like, oh wow, so it previously sold out. Well, 0:23:19.080 --> 0:23:22.760 then I'm probably gonna want it before it sells out again. 0:23:24.320 --> 0:23:26.800 Good to know that that's a marketing trick, so we 0:23:26.920 --> 0:23:29.400 can hold it hold out. 0:23:29.760 --> 0:23:35.359 So if you're seeing this, if you're experiencing these hold 0:23:35.440 --> 0:23:40.560 up trends, come and go. Hold up really could really 0:23:40.920 --> 0:23:43.600 look to see if it is the TJ Max blindness, 0:23:44.240 --> 0:23:48.520 like just pause before you buy. Like I saw a 0:23:48.520 --> 0:23:52.439 girl walking out of TJ Max with like waal art, 0:23:52.760 --> 0:23:58.119 and she had like twelve different beaded bags and she 0:23:58.200 --> 0:24:00.520 went in for one beaded bag. It was not the 0:24:00.560 --> 0:24:03.760 lobster bag, but after watching all the lobster bag videos, 0:24:04.119 --> 0:24:06.719 found the one she wanted and left with all this 0:24:06.760 --> 0:24:10.720 other stuff. So you just got to know it's not 0:24:11.880 --> 0:24:13.359 viral trends coming go. 0:24:13.800 --> 0:24:15.879 So when you go to the search page on TikTok, 0:24:16.000 --> 0:24:21.960 oftentimes they will suggest like viral items, and today the 0:24:22.080 --> 0:24:26.760 viral item is TJ Max viral lobster bag. I do 0:24:26.960 --> 0:24:30.520 feel like we are just kind of combining words and 0:24:31.080 --> 0:24:35.000 I'm hoping it sticks. Next up, we're gonna have the 0:24:35.280 --> 0:24:41.520 home depot of viral lasagna, the Zara a viral a 0:24:41.600 --> 0:24:46.800