People are being urged to be aware of the dangers of falling for the summer social media trends without keeping a close eye on their budgets.
The pressure to live your ‘best life’ every summer, fuelled by TikTok and Instagram trends like ‘hot girl summer’ and ‘brat summer’, is quietly driving many into debt.
From beach-ready outfits and beauty treatments to bottomless brunches and last-minute getaways, the aesthetic of summer is increasingly being funded by Buy Now, Pay Later schemes and credit.
- As of early 2025, 56% of Gen Z and 63% of millennials in the UK have utilized BNPL services.
- In 2024 Klarna announced that the value of travel bookings it processed increased by 50% in the past year.
- TikTok Shop data reveals the highest Gross Merchandise Value (GMV) comes from beauty and personal care categories – totalling £1.8 billion (USD conversion), as young consumers invest heavily in looking the part for summer.
Now UK Debt Expert’s Maxine McCreadie is warning that for many under-35s, this seasonal splurge can lead to lasting financial consequences.
The real cost of social media
While social media sets unrealistic expectations, the financial fallout is all too real. UK Debt Expert’s latest insights show that Millennials and Gen Z debt rose by 4% and 2% respectively in 2024, sitting at over £10k on average, with short-term lending a growing concern.
Maxine said: “There’s nothing wrong with wanting to enjoy yourself – but when every scroll can turn into a spending spree, it’s easy to lose track. Social media trends can create a real pressure to spend money you don’t have, often without you even realising it. You can have a brilliant summer without going broke.
“Protecting your financial health is just as important as your physical and mental wellbeing, even when the sun’s out.”
5 top summer spending tips
Maxine has shared her tips to avoid the ‘hot girl summer’ financial hangover:
1. Set a summer budget
Before the season kicks off, take some time to estimate what you’ll realistically spend on holidays, clothes, festivals and brunches and set a limit for each category. A clear budget doesn’t have to be restrictive; it just gives you the freedom to enjoy summer without the anxiety later. Try doing weekly check-ins to see where you stand, and adjust as needed to avoid any sneaky overspending
2. Plan ahead for social events
Last-minute invites can be fun but they’re also often the most expensive. Travel, outfits, and bar tabs can add up quickly. Instead, try suggesting alternatives that are just as social but far more budget-friendly, like BYOB picnics in the park, free outdoor cinema screenings, or hosting a chilled BBQ at home. A little forward planning goes a long way in keeping your spending in check.
3. Curate your feed
Social media can make it feel like everyone else is on back-to-back holidays in Ibiza, dripping in designer, and living their best life. But remember you’re only seeing the highlights. If certain accounts make you feel like you’re falling behind or pressure you into spending to keep up, don’t be afraid to unfollow, mute or take a break. Your summer doesn’t need a filter (or a credit card bill) to be memorable.
4. DIY the glam
It’s tempting to splash out on new outfits, beauty treatments and tanning appointments, but doing things yourself can be just as stylish and way more satisfying. Home tanning kits, rewearing or re-styling clothes you already own, and learning how to do your own nails or brows can save hundreds over the summer months.
5. Track your spending
Knowledge is power, especially when it comes to your finances. Apps like Monzo, Plum, and Emma let you track your spending in real-time and help you spot patterns before they become problems. Staying in the loop can help you make smarter choices throughout the summer and avoid that dreaded post-holiday panic when the statements start rolling in.
