ECONOMY & WORK
MONEY 101
NEWS
PERSONAL FINANCE
NET WORTH
About Us Contact Us Privacy Policy Terms of Use DMCA Opt-out of personalized ads
© Copyright 2023 Market Realist. Market Realist is a registered trademark. All Rights Reserved. People may receive compensation for some links to products and services on this website. Offers may be subject to change without notice.
MARKETREALIST.COM / NEWS

Gen Z Women are Spending More Money Than Ever on Products Promoted by TikTok Influencers

Experts are highlighting the financial risks associated with the exposure to influencers and the allure of consuming products recommended by influencers.
UPDATED JAN 22, 2024
Cover Image Source: Pexels | Pixabay
Cover Image Source: Pexels | Pixabay

TikTok has emerged as a social media powerhouse, particularly among Gen Z​ women who are not only shaping cultural trends but also influencing spending patterns. But as this demographic spends more time on the platform, experts are highlighting the financial risks associated with the exposure to influencers and the allure of splurging on the products that are recommended by them.

Not everyone can afford everything. Don't fall into the trap of making people happy and feeling pressurized so that you can fit in. That only leads to jumping off your budget|Pexels
Gen Z group of buddies enjoying a drink | Pexels

Ellyn Briggs, a brands analyst at Morning Consult notes that TikTok is a Gen Z women-centric app that sets the tone for what's considered "hot" online. The platform's short-form videos have become a breeding ground for influencers who create aspirational content, often showcasing recent purchases in "haul" videos. Although the financial reality behind these influencers' spending habits may not always be apparent, it doesn't stop young women from spending on the lifestyle they see in those videos.

Image Source: Pexels/
Tracy Le Blanc
Social media apps on phone | Pexels/ Tracy Le Blanc

The digital realm's impact on real-life consumption is a reason for increasing concern. The blurred lines between the virtual and real worlds are exemplified by the #TikTokmademebuyit trend, amassing over eight billion views in February 2023, according to Morning Consult. Gen Z women, constituting 75% of TikTok users, are more immersed in the platform's consumer-driven ecosystem than their male counterparts (62%).

Certified financial planner Shaun Williams draws parallels between social media and the concept of "keeping up with the Joneses" for the younger generation. Unlike previous generations who primarily observed shopping habits within their local communities, Gen Z now faces the challenge of keeping up with online influencers, battling the pervasive fear of missing out (FOMO).

Spend only on affordable fashion as the habit of window shopping and adding all items to the cart can empty your bank account leaving you with nothing productive|Pexels
Gen Z women find themselves succumbing to FOMO-driven spending (representational image) | Pexels

Oblivious to economic pressures, such as a high cost of living, Gen Z women find themselves succumbing to FOMO-driven spending. LendingTree reports a staggering 99.3% increase in nonmortgage debt among Gen Zs between March 2021 and the first quarter of 2023. The average debt per individual in this age group went up to $10,797, with spikes in personal loans and credit card balances.

In response to these trends, financial experts emphasize two crucial considerations for women in their 20s.

Experts caution against equating outward displays of wealth with financial stability. While influencers may showcase luxurious purchases, it's essential to recognize that these are expenditures, not indicators of wealth. Furthermore, influencers often receive sponsorship deals, and the products they flaunt may not be bought with their own money.

The wage gap and other financial challenges can make it difficult for women to secure their financial future. Instead of succumbing to social media-induced spending, experts recommend focusing on long-term financial goals, such as investing in retirement accounts, building emergency savings, and preparing for future milestones. Establishing a solid financial foundation in one's 20s can pave the way for accelerated financial growth in the subsequent decades.

MORE ON MARKET REALIST
The co-founders of Y'all Sweet Tea blew away the Sharks with their incredible numbers.
6 hours ago
From his lips to his bald head, Harvey has to defends all sort of jabs.
11 hours ago
The woman who gifted the painting to the owners had earlier sold it to another dealer as she couldnt sleep at night.
2 days ago
When it came to naming something of Harvey they would want to touch, the players didn't hold back
2 days ago
Rick Harrison's go to expert warned him not to touch it with a "10 foot pole."
2 days ago
The massive manufacturer has been operational for more than a hundred years now.
3 days ago
While the player was overwhelmed with emotion, host, Drew Carey was left hanging for a handshake.
5 days ago
Turns out, the guest's father was the renowned artist, Demetrios Jameson.
5 days ago
While the player, Rodney Flippen took the loss on the chin, fans were left heartbroken.
6 days ago
Harvey was stunned to see that Lisa would risk her marriage to get the top answer.
6 days ago
The outbreak has been linked to four deaths, and 19 hospitalizations, according to the CDC.
6 days ago
The President and CEO of Walmart, Doug McMillion expressed that AI will "literally change every job."
7 days ago
While the seller was confident that the instrument was ever so valuable, Harrison begged to differ.
7 days ago
The 54th season of the show has begun with a brand-new game, but fans fear it could be rigged.
Sep 30, 2025
The guest had absolutely no idea that the Ching Dynasty snuff bottle could be worth so much.
Sep 30, 2025
While Corey Harrison tried his best, the seller had other plans and stuck to it.
Sep 28, 2025
Harvey warned the contestant that she may be in a situation she can't handle.
Sep 27, 2025
In the end, the expert adviced the guest to put the item on a pedestal for the future.
Sep 27, 2025
Fans debated if the player got the correct answer in time, or if the judges the right call
Sep 26, 2025
While the comedian/host's answers were barely intelligible, Harvey didn't miss a beat to roast him.
Sep 26, 2025