‘Thriftmas', de-influencers and artisan markets shift how Americans holiday shop
The state of the U.S. economy has changed the way Americans spend overall, especially during the holiday season, AP reports.
Most American adults say they’ve noticed steeper prices for groceries, electricity and holiday gifts, according to a survey of 1,146 adults conducted from Dec. 4-8 by the Associated Press-NORC Center for Public Affairs Research.
Unpredictable tariffs, stubborn inflation, and lukewarm hiring trends have made American consumers less confident in their economy, and in turn less enthusiastic for holiday gift spending this year, according to the AP study.
Despite the widespread dour view on the U.S. economy, Black Friday shoppers still spent billions both in stores and online, according to an AP report using information collected from Adobe Analytics. But there is growing interest from shoppers looking for new places to peruse, from thrift markets to local craft festivals.
‘Thriftmas’ for the holidays
High prices have led many American consumers to thrift and shop second-hand as cost-saving measures.
The U.S. secondhand apparel market is expected to reach $74 billion by 2029, growing 9% annually on average, according to a 2025 resale report done by online thrift store, ThredUp.
The trend has translated into gift-giving. What was once frowned upon is now preferred by many. Public perception of shopping secondhand has changed dramatically, Kelly Stephenson, vice president of brand at OfferUp, told USA TODAY.
Samantha Rose Brammer, 30, of Phoenix, Arizona, told USA Today she found nearly all her holiday gifts for her 16 family members at a thrift store this year. Brammer calls this “thriftmas”, and a search of the term on TikTok turns up plenty of other ideas on how to thrift for holiday gifts.
A de-influencing trend descends upon social media
Hyper-consumerism has become synonymous with social media, especially on TikTok. Users only need a few seconds before being targeted by product marketing from celebrities and social media influencers. The introduction of TikTok Shop in 2023 has only made it easier to make impulse purchases. The hashtag #TikTokMadeMeBuyIt, which shows off products that people purchased through the app, has more than 27 million posts on the platform.
In defiance, a new trend has emerged—de-influencing. TikTokers urge people to oppose consumer trends, telling them which products are not worth the hype and educating them on what they believe are smarter spending choices. Though much fewer posts than #TikTokMadeMeBuyIt, the hashtag #deinfluencing trend has about 100,000 posts on TikTok, as of publication.
Critiques of consumerism are not particularly new. Even so, de-influencing is another trend on TikTok, one which content creators could use to build up their trustworthiness and credibility, Abhisek Kunar, a marketing lecturer at the University of Essex, told AP. Kunar has studied how Gen Z interacts with content creators.
He and other academics conducted a study in which they found that Gen Z shoppers usually ignore influencer campaigns they think are controlled by companies. Consumers look for authenticity from those they follow, and and signs of inauthenticity often lead to a reputation hit, AP reports.
Modern shoppers looking for more than a cheap price tag
Even with low confidence in the American economy, Gen Z shoppers are not satisfied with finding just the cheapest prices, according to a story done by USA Today.
Shoppers, particularly Gen Z shoppers, are trying to do more purposeful and mindful shopping, what some call “valuespending.”
Gen Z shopper and Los Angeles resident Noor Hasan told USA Today that she is willing to spend more on clothing from brands that pay fairer wages for their workers. Knowing such brands often cost more, she has adjusted her shopping budget to buy less.
Interest in shopping from places other than big box stores has also grown in 2025, including through boycotts of places like Target and a Black Friday blackout.
Shoppers are also looking to support brands that align with their political beliefs and boycott brands that don’t support their values, like Hasan, a Palestinian American, who told USA Today she joined boycotts against companies that don’t show support for Palestinians.
Artisan markets offer different ways to shop
With a slew of thrift stores sprawled across San Diego County, it’s easy to find second-hand shopping options in the region. Another option is shopping from local artisan markets such as a the San Diego Bazaar, which debuts this weekend at The Soap Factory in Logan Heights.
The market features a long list of local makers selling a variety of things from pottery to pastries, to clothing and apparel. For a list of expected vendors, click here.
Entry to the event is free and takes place Dec. 21 and 22 from 11 a.m. to 4 p.m. Expect a live DJ, food and festive drinks at the event. The Soap Factory is located at 2995 Commercial St.
The event is the first San Diego edition of Portland Bazaar, which founders Delia and Jenna said they’ve spent years building into a vibrant community of local artisans, makers, and small businesses in the Pacific Northwest. Their market receives about 8,000 to 10,000 visitors per weekend, according to the website.
The founders thought San Diego to be a great city for their second market location after spending some time in “America’s Finest City.”
This story uses functionality that may not work in our app. Click here to open the story in your web browser.
