It’s the most expensive time of the year. As we’re entering the holiday season, flashy deals and tempting offers will likely have already caught your eye and emptied your wallet, with American consumers spending a whopping 10.8 BILLION dollars this Black Friday alone. This statistic surprised many economic sources, who rushed to praise the numbers and predict the final weekend cumulatively. More than an unprecedented economic boost, however, the Black Friday weekend records are even more puzzling, considering the increase in credit delinquencies and outstanding loan debt that became a political talking point during the 2024 Presidential Election.  

So, where does it stem from? Is this record spending all just a byproduct of the American capitalist fantasy to contribute to the economy, despite the somber political climate and world events we’re growing desensitized from? Or is this phenomenon exacerbated by peer pressure, online trends, and a rising normalization of consumerist behavior?

Whatever the factors may be, it’s easy to suspect the latter as one of them. You may remember the Stanley cup craze that took over in late 2023 and early 2024, with the tumbler brand’s monumental uptick in popularity documented by TikTok videos of Target customers fighting to snag the latest color for their collection. Before the Stanley, there’s a distant memory of HydroFlasks being the trendy tumblers to drink from, and if you venture further back, you can see this pursuit of what’s “in” applies to more than just beverage holders. From companies rushing to capitalize on the newest viral meme to promote themselves, to TikTok darlings showing off their latest SHEIN hauls and sponsorships, the social media landscape has undeniably changed how products are marketed to an audience that’s beginning to skew younger, more impressionable, and technologically vulnerable. And while Gen Z and younger consumers may not have the largest purchasing power yet, our generation has been primed to embrace an exceptionally nihilistic and savings-averse train of thought. After all, we’re all just being quirky and doing #GirlMath to justify our “daily $20 treats” and “tasty little $8 coffee” that we NEED in order to function! But do we, really?. This sentiment is bound to sneak into the end of December as we brace for the hours of Christmas wishlists and unboxing videos that influencers/content creators will be posting in upcoming weeks. And just like that, the magic of the holidays is reduced to who can buy more drop-shipped items to give out and show off online.

Aside from the shallow implication that our excessive spending may stem from the desire to fit in, there are also the not-so-jolly ethical issues being swept under the festive rug—including everything from negative climate effects to increasing human collateral. For instance, Amazon’s climate-damaging carbon emissions have only increased despite pledges to decarbonize deliveries; this is not to mention the company’s additional tumultuous history of labor exploitation and strikes that’s frankly too extensive to even begin citing. Equally concerning is the Democratic Republic of Congo calling on Apple to cease their mining. The tech magnate has allegedly been sourcing lithium and other components for their products not only through the illegal employment of impoverished children, but also through criminal operatives that contribute to laundering, civilian murders, and sexual violence, among other atrocities. As e-commerce grows and other companies follow suit—contributing to unfair labor practices—the issue is not only an unscalable systemic failure, but it’s partially the consumers’ demands they are responding to. To a damning degree, we directly have a hand in creating these problems, and the 2014 widespread phrase “There is no ethical consumption under capitalism” continues to apply to our current consumer trends.

What can we do about it?

• When possible, avoid ordering from e-commerce behemoths: Convenience aside, large e-commerce companies only seek to fill their pockets; they do not have your best interests in mind—their contributions to exploitation, cost-cutting, unethical labor practices, and environmental damage should be telling enough.

• Shop locally/support small businesses: There are reportedly almost 35 million small businesses in the United States. That’s a lot of shops to pick from that may have just what you’re looking for, likely featuring a better experience and product quality. While costs may vary, and you may find a cheaper version of whatever you want through drop-shipping or big company sites, saving up to support small business owners and pay them fairly for their labor is a gift in and of itself.

• Spend mindfully: Evaluating your budget and your previous purchases, whether impulsive or thought-through, is one of the ways to bring perspective into your spending habits. Is the product you want to buy something you truly need? Do you find it practical or fun and can you see yourself using it more than once? Or is it something you were lured into mindlessly ordering from a sponsored review? We’ve all been there, desiring to have that thing because everyone else is touting it. How you spend your money is ultimately all up to you. But before you type out your credit card information and hit Place Order, it doesn’t hurt to consider how what you’re buying will be of use to you after the temporary shopping adrenaline fades away. 

You don’t need those drop-shipped Stanley Cup accessories or holiday-themed gizmos or to buy that trending item only to dispose of it the second it’s no longer popular. As consumers with growing purchasing power and impact, our generation doesn’t need to buy into the belief that our identity and value should be tied to whatever we spend our money on. You are worth more than whatever trend you can afford to participate in. As the year comes to a festive end, let’s remember to be grateful gifters, compassionate spenders, and to celebrate what the holiday spirit is meant to be all about.