Christmas ‘dupes’: the cheaper gift versions proving a festive hit in the cost of living crisis
From Aldi candles to Quince’s cashmere jumpers, cut-price versions of high-end sellers have gone mainstream. But is it fair? For fans of the festive season nothing is more Christmassy than lighting a super-sized botanical candle with its trim of orange slices and berries. But as the notes of cinnamon and clove fill the room will you be burning money spent on the White Company’s £95 “winter…
During the cost of living crisis, cheaper gift versions of high-end items are gaining popularity as "Christmas dupes." Aldi candles and Quince's cashmere jumpers are among the many products offering similar experiences at a lower price. Retail consultant Catherine Shuttleworth explains that dupes provide a way for people to look good without spending a lot of money.
Social media, especially TikTok, is fueling dupe culture. Over 30 million people in the UK use TikTok monthly, and Gen-Z consumers are especially influenced by viral trends and seeing items sell out. Research shows that 44% of UK consumers aged 13 to 39 have purchased a dupe in the past year, and 53% of them believe that dupe/fake luxury items make them less likely to buy real luxury items.
Brands like Aldi and Quince are capitalizing on this trend, with Quince specifically providing price comparisons to more expensive brands. Dupes are not only prevalent in beauty products but also in food, furniture, homeware, and designer fashion. However, some well-known brands, like Charlotte Tilbury, are not keen on the idea of being duped.
They argue that the quality, ingredients, and performance of their products differ from cheaper alternatives, and they've taken legal action against offenders in the past. As the cost of living crisis continues, dupes are becoming increasingly attractive to shoppers, and top brands will need to find ways to coexist with this trend.
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