Morning Brew Daily Toby’s Trends of 2024: Dry January, Ankle Socks, Solo Dining and More
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Dec 30, 2024 In 2024, 'Dry January' took off as more people embraced mindful drinking and explored weed-infused beverages. The surge of 'romantasy' novels thanks to #booktok captured readers’ hearts, while emotional spending drove nostalgia-driven purchases. Fashion saw a comeback of vintage styles and a playful debate over ankle socks. With rising loneliness, many turned to AI for companionship or found joy in simple pleasures like solo dining and watching favorite shows. A unique blend of cultural shifts defined this year.
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Dry (and High) January
- Dry January's popularity doubled, indicating a potential long-term shift towards wellness.
- Marijuana sales spiked during this time, suggesting a substitution effect.
Romantasy Reign
- Romantasy novels, fueled by #BookTok, dominated book sales, outselling major authors.
- This highlights the power of online communities in driving trends and reshaping industries.
Nostalgia vs. Innovation
- Asics' success demonstrates the power of nostalgia in fashion, particularly with "ugly" sneakers.
- However, Nike's struggles show the need for balance between heritage and innovation.
