RetailEven Holiday Opulence Is Getting a Budget RevampWhat's going on: As the holidays sneak up on us, it’s a time that’s historically great for eggnog-lovers and bad for penny-pinchers. But this year, many are finding new ways to be festive on a budget. Fortune put it this way: People are dreaming “of a ‘Ralph Lauren Christmas’ in a dollar store American economy.” Think pinecones, tartan, velvet, brass candelabras — part of a trend that’s surged 600% on Instagram and TikTok compared to last year, with powerhouse numbers on Etsy and Google Trends, too. Everywhere you look, guides promise the luxe look for less (no glitter, please), even for those who don’t celebrate Christmas. What it means: There’s a strange cognitive dissonance with this trend. Everyone and their mother (OK, especially their mother) seems obsessed with festive holiday garb, and yet, the economy hasn’t shown the same sparkle. People rarely spend big on holiday decor during uncertain times, so analysts say this is either a sign of creativity or delusion. As for the former, the second-hand shopping boom may be helping consumers score lavish-looking ornaments for cheap. Even those splurging beyond their means often have an emotional reason — they’re looking for a symbol of warmth and shimmering security in an increasingly precarious world. And if extra-bushy garland does the trick, who are we to judge? Related: This Data Is Gone for Good Due to the Government Shutdown (NYT Gift Link) |