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The TikTok-ification of Fall
Autumn is just around the corner. Sweater weather is imminent, pumpkin spice lattes are back, and social media influencers are posting an abundance of fall-themed hauls. The latter includes candles, perfume and mists, cozy PJ sets, and lots of decorations.
Brands start promoting their fall-themed products, which are usually limited edition and make consumers anxious to buy. These products often get free promo from user-generated content. If not, their content is optimized for search through hashtags and using specific TikTok sounds. Products are often available on TikTok Shop, where users are able to make quick and seamless in-app purchases.
The Bath & Body Works Canada TikTok account (see below) is just one example of a company honing in on TikTok's fall niche to promote their fall products, using popular sounds to gain attention (think Gilmore Girls theme song).
Scrolling through Tik Tok, it feels as though purchasing fall-themed goods is essential to participating in the excitement of the season. While consumerism around specific holidays is nothing new, the commodification of fall has seen a huge rise in recent years thanks to social media. Brands know that in this day and age, owning a product that screams fall is now synonymous with enjoying the season itself. There's nothing wrong with some fall shopping, but being more mindful with your purchases is great for your budget - and the environment.
