When TikTok's under-consumption trend meets celebratory excess

Getty Images Christmas shoppers in London. A window display filled with Christmas trees and decorative gifts wrapped in shiny paper and tied with ribbon. Outside, a shopper wearing a warm coat is carrying shopping bags. — Christmas is usually a time of excess, but this year TikTokers are sharing advice on shopping less

Secret Santa, stockings and presents under the tree – gift giving is at the heart of Christmas Day.

But should it be so?

This year more people are exploring low consumption – the trend where shopping sprees and surprise purchases have been replaced by reusing favorite possessions and purchasing less.

It has taken off on TikTok, where mentions of it increased by nearly 40,000% in the UK earlier this year.

Experts say it resonates with young people hit by the cost of living crisis and concerned about the climate as they seek to make lasting change.

But can you reconcile that lifestyle with the time of year that many people associate with excessive spending and luxury?

Consuming less means buying less unnecessary things and making the products you already have go further.

This may not seem that extreme, especially if you’re used to increasing your weekly budget.

“It’s exposing a behavior that is completely normal,” writer and creator Andrea Cheong tells BBC Newsbeat.

“But in the realm of TikTok or Instagram, it feels so unnatural that it’s gone viral.”

The hashtag stands out on platforms built around advertisements and glamorous lifestyles, and Andrea believes underconsumption is different because “it’s a habit, not a trend.”

“People who are sharing what they do in their daily lives have been doing it forever,” she says.

“Maybe their parents taught them to do that.”

Andrea Cheong has written a book about making more sustainable fashion choices

Andrea Cheong Andrea Cheong painted outside a shop window. She wears a green overcoat and an orange tartan-patterned top. She has a blonde bob and looks at the camera. — Andrea Cheong has written a book about making more sustainable fashion choices

At Christmas, shopping and consuming less can feel like a challenge in the face of big-budget marketing campaigns, pressure to share gifts, and extravagant home decorations shared online.

“Companies are spending millions of pounds on advertising to make you want to go out and buy that thing,” says Darwin Arnold, a retail worker who lives in Brighton.

Darwin, who shares sustainability tips online in her spare time, says she doesn’t want gifts this Christmas.

She admits that “the hardest step” is telling her family members.

“My nan, she’s one of those people who likes to put all the presents under the tree,” she says.

“It’s his way of showing love, it’s his way of making me feel special.”

Darwin says dealing directly with loved ones is beneficial and helps suggest alternative ideas for gifts, such as experiences, rather than products.

Darwin Arnold says pausing before buying something helps prevent impulse buying

Darwin Arnold Darwin Arnold smiles at the camera as he takes a selfie inside a white-painted room. She wears a puffy pale purple cardigan and a green beaded necklace, her braided hair falls loosely over her shoulders. — Darwin Arnold says pausing before buying something helps prevent impulse buying

Manchester influencer Charlie Gill has been sharing sustainability tips on social media for the past six years and says his content has taken off since the trend to consume less began.

She has turned her attention to Christmas and suggests ways that decorations, gift wrap, and even Christmas dinner can be taken back.

“There are small steps anyone can take,” she says.

“Be mindful of how much food you’re buying, don’t buy more than you need, make sure you’re actually eating your leftovers.”

Charlie makes her own decorations, and this year she made a Christmas tree from a magazine, as well as “stars from toilet rolls, all that kind of stuff”.

Some people aren’t fans of the home aesthetic and Charlie admits she got some hate online over her festive decor TikTok last year, but she says it doesn’t put her off.

“I don’t think there’s anything wrong with people celebrating Christmas in different ways,” she says.

“There are different ways to give and create the kind of Christmas gifts you want, while also consuming less and creating no extra waste.”

Charlie Gill thinks Christmas can be special even without buying a lot of things

Charlie Gill Charlie Gill leans on a white chair with his head in his hands. She wears a gray T-shirt with a shark print on it and smiles at the camera. She has long curly brown hair which she wears half up, half down — Charlie Gill thinks Christmas can be special even without buying a lot of things

Consuming less may be a new hashtag, but it’s not a new idea.

“This is not a new concern but it is an enduring phenomenon that has been labeled in different ways at different times,” says Professor Caroline Moraes of the University of Birmingham.

An example of this, she says, is the Voluntary Simplicity movement in the 19th century, which advocated an anti-consumerist lifestyle.

Professor Caroline, a marketing and consumer expert specializing in sustainable consumption, says the renewed interest in 2024 may tell us more about modern-day concerns.

She says this points to a greater concern over the crisis of the environment and cost of living, but also to a greater awareness of brand ethics and where the things we buy come from. Is.

‘The role we have to play’

Earlier this year, fast fashion giant Shein said this Two cases of child labor found in its supply chainSome? luxury perfume Has also been linked to concerns about child labor and environmental credentials of the fashion industry are widely reported.

“I think we are all beginning to realize what role we have to play in addressing sustainability challenges and the climate crisis,” says Professor Caroline.

Author Andrea believes that the sudden increase in interest also reflects consumer culture fatigue.

“I think people like me are very passionate about consuming less because we have the same mission, which is ‘let’s go slow,'” she says.

“But really the root of it is the lack of control over the cost of living.”

Last week, data showed that prices were Growing at fastest rate since March,

While the cost of Turkey and sprouts reduce the cost of Christmas dinner This year, what you pay for potatoes, carrots and parsnips has increased.

“When life feels chaotic and overwhelming, you always take the human stance of slowing down a bit,” says Andrea.

Trends come and go, but those NewsBeat spoke to are hopeful that less consumption could lead to meaningful changes in our shopping habits throughout the year.

“We are forced to accept that we need to consume more because this is the time of year to do so,” says Professor Caroline.

“Trying to reduce consumption goes against the norms of consumer culture.

“So I think it’s a really good thing that these influencers are out there because they’re questioning the excessive patterns of consumption, they’re questioning some of the lifestyles that have come up with social media and we’re seeing the normalization of consumption. Trying to get back on track.”

Charlie says he has seen the conversation in the comments under his videos and believes “a lot of people are really connecting with it”.

“It’s about everyone trying to live a little more sustainably in some way, because every little thing we do makes an impact.”