How to navigate social media trends without derailing your budget

NEW YORK — Microtrends fueled by social media are shaping consumer behavior, with many shoppers buying items they later discard or never wear. Financial professionals say these trends can provide temporary happiness and a sense of community, but they can also derail long-term goals or push some into debt, especially as inflation erodes purchasing power.

Experts say that the pull of niche aesthetics and viral products can feel rewarding, yet the cumulative cost can add up, particularly for Gen Z, who are balancing rising costs with higher debt levels. Erika Rasure, chief financial wellness advisor for Beyond Finance, notes that while following trends can be satisfying, it becomes problematic when spending is not aligned with a person’s broader finances and goals.

Before you click buy on a TikTok Shop, financial educators say, take time to reflect. Jennifer Seitz, head of education for Greenlight, recommends pausing for 24 hours or longer for larger purchases to decide whether the item is a genuine need or a fleeting craving.

Personal challenges can help users develop deliberate spending habits. Alyssa Barber, who participated in a no-buy year in 2022 and shares tips with hundreds of thousands on TikTok, says the experience gave her perspective on how much money goes toward things she does not truly need. Since then, she has focused more on experiences than material items.

Taking a value-based approach to spending can guide decisions about whether to participate in a trend. Rasure suggests using a clear life-goal framework—such as building an emergency fund or paying off debt—to evaluate purchases.

Quynh Van, a 27-year-old UX designer from Minneapolis, says social media ads are ubiquitous after returning to platforms after a hiatus. She believes overspending often comes from not having defined personal goals or values to anchor purchases.

Experts suggest practical barriers to curb impulse buys, such as removing credit card details from browsers or disabling Apple Pay on mobile devices. The extra friction makes the act of payment more deliberate and can reduce one-click impulses.

Finances are closely tied to emotions, but reframing spending as an act of self-care can help set boundaries around value-based purchases, according to Rasure. When viewed through this lens, setting limits can feel empowering rather than restricting.

Participation in trends is not off-limits, provided it does not lead to debt. Van says she joined a matcha-trend with moderation, Barber remains selective about non-negotiables such as physical media, and both emphasize that trends should spark happiness and intention rather than debt and regret.

AP reporting notes that the Associated Press receives support from the Charles Schwab Foundation for educational and explanatory reporting to improve financial literacy. The AP remains responsible for its journalism.