Youth Trends – Hauling

Peter Robinson

Teenage girls talking about their High Street bargains? No it isn’t the latest show to come to MTV, it’s a new youth trend taking over YouTube!

Definition - haul: In short: a shopping spree a vlog titled \”Makeup Haul\” or \”(Store Name) Haul\” is a video showing a shopping spree in that given area, showing products or clothing that will usually be featured in future How To, or tutorial videos. (Source Urban Dictionary)

Who’s doing it? –Teenage girls. It’s big in America and is a gaining momentum in the UK.

What is it? – The trend for teenage girls to show off their latest purchases through the medium of YouTube. Sometimes it’s bragging about bargains, reviewing clothes, or just showing the store bags they have and what’s inside.

So it’s an American thing? The biggest Haulers are American but it’s by no means unique to the US with UK teens getting involved too.

Are we talking about designer products? As most of the products are bought by the Haulers, it’s usually restricted to the High Street. Brands such as H&M and Forever 21 seem to attract most of the attention.

They’re being paid for this? No, not often: most just like to talk about their shopping. The fact that the girls are spending their own money adds to the charm.

Are brands involved at all? Some brands (mostly US ones) have started to see the benefit of targeting Haulers: these include Urban Outfitters , Forever 21 and cosmetics brand ELF.  Some simply send the Haulers free products, others host Hauling competitions.

Does this sound familiar? It does. They are the female equivalent of the men unboxing videos they record themselves opening their latest gear or gadget.

Who should I watch? The Queen of the Haulers is Blair Fowler, otherwise known as JuicyStar07. Her videos attract over half a million views and she has been nominated for a Teen Choice Award, which she explains at a frantic pace in this video. Most Haulers don’t get close to this level of fame but you might want to check out UK based Dollybowbow and HollyYMBB who have 35,986 and 8,822 subscribers respectively.

Will it last? As long as there are teenage girls who enjoy shopping and making videos then this trend has legs.

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