TikTok’s Underconsumption Trend Navigates Holiday Spending Habits

Gift-giving, encompassing Secret Santa, stockings, and presents beneath the tree, is a central element of Christmas Day. However, a growing number of individuals this year are exploring “underconsumption,” a trend that involves replacing extensive shopping hauls and essential purchases with the reuse of cherished possessions and a reduction in new acquisitions. This movement has gained considerable momentum on TikTok, with its mentions in the UK surging by nearly 40,000% earlier this year. Experts suggest that it resonates with younger demographics affected by the cost-of-living crisis and environmental concerns, as they aim to implement sustainable changes. The question arises whether this lifestyle can be reconciled with a period many associate with lavish spending and indulgence. Underconsumption entails purchasing fewer non-essential items and maximizing the utility of existing products. This concept might not seem revolutionary, particularly for those accustomed to managing a tight weekly budget. Andrea Cheong, an author and creator, informed BBC Newsbeat that “It’s highlighting a behaviour that’s quite normal.” She added, “But in the realm of TikTok or Instagram it feels so unnatural it’s gone viral.” On platforms built around advertising and idealized lifestyles, this hashtag stands out. Andrea Cheong believes that underconsumption is distinct because “it’s a habit, not a trend.” She further explained, “The people who are sharing what they’ve done in their daily lives, they’ve been doing this forever,” and “They were probably taught by their parents to do it.” During the Christmas season, opting to buy and consume less can present a challenge, given the influence of large-budget marketing campaigns, the pressure to exchange gifts, and the online display of perfectly arranged extravagant home decor. Darwin Alford, a retail worker residing in Brighton, stated, “Companies are spending millions of pounds on ads that make you want to go out and buy that thing right now.” Darwin, who shares sustainability tips online in her spare time, has expressed that she does not want presents this Christmas. She acknowledged that the “hardest step” is informing family members. She remarked, “My nan, she’s one of those who loves having all of the gifts under the tree,” adding, “It’s her way of showing love, it’s her way of making me feel special.” Darwin suggests that being direct with loved ones is effective, and proposing alternative gift ideas, such as experiences rather than material goods, can be helpful. Manchester-based influencer Charlie Gill has been sharing sustainability advice on social media for six years, noting that her content has gained traction since the underconsumption trend began. She has now focused on Christmas, offering suggestions for simplifying decorations, gift wrap, and even Christmas dinners. She stated, “There are so many small steps anybody can do.” She advised, “Considering how much food you’re purchasing, don’t buy things in excess, make sure you’re actually eating your leftovers.” Charlie creates her own decorations; this year, she fashioned a Christmas tree from a magazine and “stars out of toilet rolls, all that kind of thing.” While some individuals do not appreciate the homemade aesthetic, Charlie admitted receiving negative comments online regarding a TikTok video of her festive decorations last year, but she remains undeterred. She affirmed, “I don’t think there’s anything wrong with people celebrating Christmas in a different way.” She concluded, “There are different ways of gifting and creating the kind of Christmas you want whilst also underconsuming and not creating excess waste.” While “underconsumption” may be a new hashtag, the underlying concept is not novel. Prof Caroline Moraes, from the University of Birmingham, explained, “It’s not a new concern but it is an enduring phenomenon that’s been labelled in different ways in different times.” She cited the 19th-Century voluntary simplicity movement, which advocated for an anti-consumerist lifestyle, as an example. Prof Caroline, a marketing and consumer expert specializing in sustainable consumption, suggests that the renewed interest in 2024 reflects contemporary anxieties. She indicates that it points to a greater concern for the environment and the cost-of-living crisis, alongside a heightened awareness of brand ethics and product origins. Earlier this year, fast fashion giant Shein reported discovering two instances of child labor within its supply chain, and some luxury perfumes have also been linked to child labor. Furthermore, concerns about the fashion industry’s environmental credentials are widely reported. Prof Caroline stated, “I think all of us are beginning to realise the part we need to play in terms of tackling the sustainability challenges and the climate crisis we’re facing.” Author Andrea Cheong believes that the sudden surge in interest also signifies a weariness with consumer culture. She remarked, “I think people like myself are so excited about underconsumption because we share the same mission, which is ‘let’s just slow down’.” However, she added, “But really it’s rooted in a lack of control over the cost of living.” Last week, figures showed prices were rising at the fastest rate since March. While the cost of turkey and sprouts has driven down the cost of a Christmas dinner this year, the expenses for potatoes, carrots, and parsnips have significantly risen. Andrea stated, “When life feels chaotic and overwhelming, you’re always going to have this human retreat to something slower.” Although trends are often transient, those interviewed by Newsbeat express hope that underconsumption could inspire lasting alterations in year-round shopping behaviors. Prof Caroline asserted, “We are conditioned to believe we need to be consuming more because this is the time of year to do so.” She continued, “Trying to reduce consumption goes against the norms of consumer culture.” She concluded, “So I think it’s a really good thing these influencers are out there because they’re questioning excessive modes of consuming, they’re questioning some of these lifestyles that have appeared alongside social media and trying to bring us back to a normal way of consuming.” Charlie Gill mentioned observing discussions in the comments section of her videos and feels that “many people are really engaging with it.” She emphasized, “It’s just about everybody trying to live a little bit more sustainably in whatever way that is, because every little thing we do is going to make an impact.”