The Overconsumption Problem
How TikTok is driving unnecessary purchases
—By Divya Suresh
Towards the end of 2022, Mini Ugg Boots became the must-have item, thanks to TikTok. #UggBoots was a widely used hashtag by several influencers and even regular users who made videos on unboxing, styling, and sharing outfit ideas. People jumped on the bandwagon, and soon, the iconic boots were sold out at most retailers. At one point, people were willing to pay absurd prices on resale websites, desperate to get their hands on these shoes.
Taking a step back from this phenomenon, I realized that as cute as they were, maybe this wasn’t just about the mini Uggs—it was a perfect example of how TikTok can so easily influence consumer behavior by turning something so ordinary into a commodity that everyone needs to have.
How TikTok makes overconsumption easier
Through the years, TikTok has evolved into much more than a social media app. The short, captivating videos have normalized overconsumption, creating a false sense of urgency for people to buy things and hop on trends, to the point where impulse buying is normal and almost celebrated.
TikTok’s algorithm is famous for keeping users engaged by showing content that is relevant to their interests. By using machine learning to continuously monitor user behavior, it is able to modify recommendations to make sure the content suits each user’s preferences and maintains user engagement.
Dr. Aaron Ahuvia, a Professor of Marketing at the U of M Dearborn College of Business, explained that “consumption is related to identity and social comparison. People buy products for 3 main reasons. The practical benefit of the item, how pleasurable it might be, and if it says something about their identity.”
By quickly pushing out popular videos to larger audiences, TikTok starts viral trends that create a sense of urgency and a perceived need to be a part of it. This can amplify someone’s perception of products, making them believe that it is essential to buy them to fit in with others. As users are continuously exposed to products through influencer endorsements and “shop now” links, they become more prone to making these impulsive purchases.
Jemi Isaac, a Junior at U of M studying Neuroscience says “I searched up Boston Birks one time, and now my For You Page is full of videos of people unboxing them and styling them. It’s almost like once TikTok sees that you’re interested in something, it bombards you with videos to make you go through with the purchase.” Although she was hesitant at first, the persistent videos made her think about them so much that she ended up caving and buying the shoes.
The rise of influencers and micro-influencers
Although the concept of influencers has been around for a while now, TikTok has made posting much more accessible to all users—anyone with an account can post a video, and any video has the potential to go viral. Micro influencers, or everyday people who share their finds, unboxings, and reviews and have between 10,000-100,000 followers, have become more popular. Compared to typical ads, their content comes across a lot more genuine and authentic, which helps them connect with their audience and justify their purchases. It can feel more like advice from a friend than a sales pitch when a relatable individual with a small following of a few thousand passionately endorses a product.
Ava Manelis, a recent University of Michigan grad who studied communications and media and is now a micro-influencer who posts lifestyle content, started her TikTok account during Covid, “when no one had anything to do.” Her account took off when she started posting content in college, which she did to capture memories. Ava explains how, from a content creator’s perspective, the amount of marketing and pushing people to make purchases has increased dramatically since the launch of TikTok Shop in September of 2023. TikTok offers a commission to those who market their purchases from TikTok Shop, and that in itself has tremendously increased marketing efforts.
TikTok Shop: The fuel to your next impulse purchase
Shopping has become even more seamless with the introduction of TikTok Shop. Since it is integrated directly into the app, it eliminates the need for users to leave the platform and go find a link to make a purchase. You watch a video about a product, a “Shop Now” button pops up, and you can make the purchase in a matter of seconds. Users often find themselves clicking “Add to Cart” after browsing through what seems to be a never-ending feed of product recommendations, demonstrating its level of influence on consumer behavior.
This embedded shopping makes it so quick and easy to make purchases, sometimes not leaving time to consider whether or not it is necessary or even wanted. This smooth process gets rid of the hesitancy often involved in making purchases, again, driving overconsumption.
Barb Jones, a dental assistant at the U of M Dental School, mentioned how she finds herself having many versions of the same item because TikTok entices her with ads for different brands. “Just the other day I was cleaning my kitchen, and I came across three different contraptions that I bought off of TikTok shop that are made to peel hard-boiled eggs. Do I need all of them? No. But did I buy them anyway? Yes.” The way TikTok blends social media and entertainment with shopping blurs lines, making it feel normal to spend money and make purchases, encouraging overconsumption.
Financial consequences of overconsumption
An obvious consequence of overconsumption is the hit that people’s wallets are taking. The fact that you can save your payment information in the app makes it so a purchase is literally a few clicks away. Taking advantage of programs that allow people to make purchases and pay in installments encourages spending more than their means, leaving people in debt. The satisfaction of these impulse purchases comes at the cost of financial stress, sometimes even leading to long-term debt.
Impact on the environment
Not only is overconsumption bad for wallets, but it is also harmful to the planet. “The world’s use of material resources has increased ten-fold since 1900 and is projected to double again by 2030,” according to an article about the TRENDmill. More purchases mean higher demand for production, leading to more packaging waste and, ultimately, more items ending up in landfills. The fast-paced trends on TikTok, like microtrends, are promoting this notorious cycle that needs to be put an end to.
Effect on society’s mentality
TikTok isn’t just reflecting consumer behavior; it’s shaping it. Haul videos, unboxings, and “shopping sprees” have become normalized, making excessive purchases seem to be a regular part of life. According to this Forbes article, in just the past year, consumers have increased their spending by 5.9%.
According to Krishna Palya, a recent U of M grad who studied economics, a huge part of overconsumption is the standards that society has for itself. “An approach to change this issue could be to change people’s fashion expectations. A social norm that we all have is the idea that if people see you in the same outfit too many times, somehow that’s a bad thing and says something bad about you.” Reinterpreting norms such as this one, as hard as it is, could be a step towards lowering expectations and maybe even fixing the overconsumption problem.
Anti-haul and minimalist movements
As more people start to become aware of hyperconsumption, some TikTokers have started to bring awareness to the issue. Minimalism and “de-influencing” are becoming more popular, discouraging people from buying products that might seem very enticing and encouraging them to focus on experiences and being intentional rather than spending money and accumulating clutter. These videos inspire people to question their motives behind purchases (do they really need it, or are they just buying it because they saw a video?) and make do with what they have.
What the future holds
It looks like TikTok is going to continue to have a big influence on consumer habits. As the platform evolves, it might even add more features, as we saw with the introduction of TikTok Shop, that further streamline shopping. It will probably be harder than ever to resist the urge to make an unnecessary purchase. As awareness of the issue increases and society shifts towards more sustainable living, sustainability-focused brands and creators may gain population, potentially changing the current trends dominating the platform.
There is also the possibility that the government and other consumer protection agencies implement stricter guidelines on advertising and transparency about products, especially when it comes to influencer marketing and TikTok Shop. For example, they could be required to include clear disclaimers about overconsumption, or help people recognize when tactics are being used to urge them to make a purchase. These shifts could reshape how social media is influencing consumer behavior, pushing for a more sustainable and ethical approach to marketing and online shopping.
Conclusion
Overconsumption is a new trend driven by TikTok, with the power of influencers and just the platform’s design with features like TikTok Shop. While the impulsive purchases may seem harmless, they add up over time and not only do they affect your bank account, they are affecting the planet. As TikTok blurs the line between entertainment and shopping, it is up to users to be more mindful when making discretions on whether or not to purchase something. The next time you find yourself hitting the “Checkout Now” button, take a step back and ask yourself “Do I really need this?”
Feature photo, Package Delivery Truck; Photo Credit, Claudio Schwarz on Unsplash