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Morning Brew Daily
Toby’s Trends of 2024: Dry January, Ankle Socks, Solo Dining and More
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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Quick takeaways
- The rise of Dry January signifies a cultural shift towards wellness and reduced alcohol consumption, coinciding with increased marijuana sales.
- Romantic novels have surged in popularity due to platforms like BookTok, significantly driving sales and changing reader preferences in 2024.
Deep dives
The Shift to Wellness: Dry January and Alcohol Trends
The rise of Dry January highlights a significant shift towards wellness and reduced alcohol consumption among individuals. Early in the year, sales at major liquor stores dipped to post-pandemic lows, while searches for Dry January surged, indicating a cultural shift. Interestingly, as alcohol consumption declined, marijuana sales spiked, showing a potential substitution effect where individuals opted for cannabis instead of drinks. This trend reflects broader societal changes as the demand for non-alcoholic beverages also increased, suggesting lasting impacts on lifestyle choices.
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