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‘Tis the season for giving, but this year, there’s a notable twist to traditional gift-giving: the rise of “dupes.” A dupe, or duplicate, refers to a more affordable alternative to a higher-end, branded item. Once perceived as inferior, these products have gained significant traction in recent times, with many consumers now opting for them over their pricier counterparts.
According to a survey conducted by CouponCabin, approximately 79% of shoppers plan to buy dupes as gifts this holiday season, indicating a sharp increase in acceptance. Interestingly, over half of the respondents—51%—believe that these duplicates can often exceed the quality of the original products.
A separate analysis from Morning Consult highlights that nearly one-third (33%) of adults have chosen to purchase a dupe in lieu of a premium product, showcasing a shift in consumer behavior towards value-driven purchasing.
Assessing the Appropriateness of Dupes
Before selecting a dupe, it is crucial to consider the recipient’s perspective. According to Ellyn Briggs, a brands analyst at Morning Consult, some individuals—especially within younger demographics—take pride in receiving a dupe and appreciate its value. “It’s almost a badge of honor for young shoppers,” she noted.
Conversely, Melanie Lowe, a savings expert at CouponCabin, warns that choosing a dupe could lead to disappointment if the recipient has been eyeing a specific branded item. In such instances, evaluating the cost of the original item against your budget is advisable. “If it’s something you’ll utilize regularly, investing in the real deal is typically a wise choice,” Lowe advised. However, for more casual gifts, opting for a dupe could be perfectly acceptable.
‘The Quality Factor’ in Dupes
Despite the growing popularity of dupes, the experience may not always meet expectations. CouponCabin reports that approximately 86% of shoppers have experienced dissatisfaction with their dupe purchases. As noted by Lauren Beitelspacher, a marketing professor at Babson College, “It’s a dupe for a reason.” She emphasizes the importance of being mindful of the brand’s quality and the circumstances under which the product was created.
To make informed decisions when purchasing dupes, shoppers are encouraged to consult online reviews and social media platforms for insights. A recent study by Pew Research Center reveals that 62% of U.S. adults who use TikTok do so for product reviews and recommendations, with many also turning to Instagram and Facebook for guidance.
The Rise of Secondhand Shopping
In addition to dupes, the trend of buying secondhand gifts is also on the rise, gaining acceptance among consumers. A recent report from OfferUp found that 75% of shoppers believe giving secondhand gifts has become more socially acceptable, marking a 7% increase from the previous year. Furthermore, 83% of respondents expressed willingness to receive secondhand presents.
Shoppers are increasingly attracted to resale options for various reasons: value, sustainability, and the search for rare luxury items. The growing environmental consciousness, particularly among Generation Z, has significantly contributed to the decreasing stigma associated with secondhand gifting.
While the shift in perception is promising, Beitelspacher cautions that consumers should remain vigilant when purchasing secondhand items online, as the quality and accuracy of the product cannot always be guaranteed. “You might not get what you expected,” she warned.
Insights and Considerations for Holiday Shopping
This holiday season, consumers have more options than ever with the rise of dupes and acceptance of secondhand gifts. Whether choosing a budget-friendly alternative or exploring the secondhand market, it’s essential to consider the quality and appropriateness for the recipient. Empowered with research and social insights, shoppers can navigate this evolving landscape with confidence.
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