As I scrolled through my phone, I came across yet another viral video of someone buying a $19 Erewhon strawberry. Erewhon is a popular grocery store that went viral for their expensive common items. For example, Erewhon has a strawberry priced at $19 because it was shipped from a special farm in Japan. This once again showcased the media’s latest overpriced trend, with influencers eagerly paying absurd amounts of money for normal food.
Over the past few years, a problematic trend has risen: ordinary items being sold at outrageously high prices. From $17 grilled cheese sandwiches to thousand dollar pizzas, these high prices have become a strange symbol of status. In the society we live in, expensive prices are no longer seen as unnecessary, but instead as a mark of privilege. However, this trend is unhealthy as it encourages financial irresponsibility, especially for adolescents.
One of the largest issues with this trend is how it encourages unnecessary spending. Social media glorifies these expensive items, making it seem like a single $19 strawberry is worth it. Influencers and celebrities who are already much better off financially than the majority of people make younger people, especially teenagers, feel the need to participate in this trend. However, the reality is that many people cannot spend five times the cost of an item compared to its normal counterpart. Instead of making careless spending cool, social media should push to make smart financial choices admirable. Growing up in a conservative household, my parents would push me away from unnecessary items such as candy or expensive shoes as it is a waste of money. Now, seeing the high price of what is basically a normal fruit, my parents would faint at the thought of me buying it.
Aside from the painful cost to the individual, this trend also reflects the expanding gap between economic groups. For the super wealthy, the $19 strawberry is a tasty luxury, but for the majority of people, it’s an impossible indulgence. Marketing like this plays on the idea that exclusivity is a sign of being better if you can afford it, so you’re part of the privileged group. Such necessities like food should not be considered luxury because some luxury store wants to price them that way.
Some may argue that consumers are not forced to buy these items; therefore it is not a problem. However, the problem is not just the price; the problem is the way these items are being advertised. Many of these items are framed as superior even though they are usually the same as normal items. People are made to believe that they are getting a better item because they are paying a higher price, but in reality they are paying for the brand name instead of the item’s benefits.
