How pop culture influences buying habits and how small businesses can use it

Pop culture influences what we buy far more than we realise.

A TV show mentions a product and suddenly it’s everywhere. A trend blows up on social media and stock sells out overnight. A nostalgic reference pops up and we’re instantly pulled back to something we loved years ago, and ready to spend money on it.

It’s subtle, but powerful. What we watch, scroll past, and talk about every day quietly shapes our buying habits.

I noticed this recently while watching Apple Cider Vinegar on Netflix. The show barely focuses on apple cider vinegar, yet just hearing it mentioned made me wonder… have sales gone up anyway? Simply because it’s now part of the conversation?

That’s the power of pop culture. Familiarity turns into interest. Interest turns into demand.

Big brands have been tapping into these moments for years. But small businesses can do exactly the same, often faster and more authentically.

So I dug into it properly. Here’s what I found, and how you can use pop culture to influence buying behaviour in your own business.

So, what is pop culture?

It’s short for popular culture and is basically the collection of ideas, trends, music, fashion, slang, memes, TV shows, films, celebrities, and social media moments that are widely embraced and shared by the general public at a given time.

It’s the stuff everyone’s talking about, referencing, or engaging with, whether it’s the latest Netflix hit, a viral TikTok trend, or a celebrity moment that dominates headlines. Pop culture constantly evolves and reflects the mood, values, and interests of society, often shaping how we connect with each other and view the world around us.

The power of pop culture in consumer spending

Let’s get onto the money…

Pop culture is literally everywhere (often without us even realising). From the TV shows we binge to the influencers we follow, it can dictate trends in fashion, beauty, technology, and even language. It’s a cycle, what’s popular on our screens and social media feeds often becomes the next must have product. 

The best brands have their eyes WIDE open to this!

Take the Netflix series Squid Game as an example. After it exploded in popularity, searches for white slip on Vans (like the ones worn by the show’s characters) spiked by 7,800%. That's massive! Similarly, when Top Gun: Maverick was released, sales of aviator sunglasses and bomber jackets surged as fans tried to recreate the iconic look.

For small business owners, these moments present a golden opportunity, but only if you know how to capitalise on them. And of course if it suits your brand and product - but 9 times out of 10 it does.

Fashion - a prime example

Fashion has always been one of the biggest areas influenced by pop culture. Whether it’s a character’s outfit in a TV show or a celebrity’s red carpet look, people love to emulate what they see.

• The ‘Rachel’ haircut phenomenon – Tell me you remember this?! Jennifer Aniston’s haircut in Friends became so iconic that it dominated hair salon requests for years.

• Stranger Things nostalgia – Levi’s partnered with Netflix to create a retro collection inspired by the show.

• Bridgerton’s regency revival – The hit series sparked a demand for corsets, empire waist dresses, and vintage jewellery.

How you can use this:

• Keep an eye on what’s trending in TV, movies, and celebrity culture.

• Use your social media content to highlight how your products fit with these trends. A boutique selling vintage style dresses for example could market them as a {insert popular topic} Edit when a show like Bridgerton is trending.

• If you make handmade items, offer customisations inspired by pop culture moments.

• You can even bundle product together that fits into a specific theme.

The influence of language and memes

Pop culture isn’t just about what we wear etc, it also shapes the way we talk. Slang, catchphrases, and memes from popular shows or movies quickly make their way into everyday language.

This is no doubt something you’ve seen play out in full force since the rise of TikTok.

• ‘She’s a 10 but…’ - A TikTok trend that quickly turned into a social media staple for poking fun at red flags and relationship quirks.

• ‘Main character energy’ - A phrase used online to describe someone living their best, most dramatic life, often seen in memes or TikToks.

• ‘It’s giving…’ - A phrase popularised by social media that brands have started using in marketing.

How you can use this:

• Use popular phrases and memes in your marketing materials, product descriptions, or social media captions - it attracts attention if it’s something your customer can get on board with.

• Create limited edition products that play on current viral trends.

• Engage with customers using meme based content - it’s relatable, shareable, and helps make your brand feel more in tune with the moment.

The power of influencers and social media trends

Influencers are the new celebrities, and their power over purchasing decisions is undeniable.

There’s a great demand these days more than ever for ‘normality’. We crave to peak behind the curtain of normal, almost mundane lives. It’s reality TV but in our hands daily.

We also no longer place the same trust on famous faces and influencers who would literally flog anything! We’ve seen so called ‘normal’ people become popular on these platforms and drive thoughts whilst amassing a huge following.

An original example is Gymshark – Built almost entirely on influencer marketing and athlete endorsements. A brand that grew by community in the main.

Another great example is The Ordinary - a skincare brand that blew up thanks to beauty influencers and YouTubers raving about its affordable, science-backed products. No flashy ads, just real people sharing real results. 

Then there’s Glossier - a beauty brand that started as a blog and grew by building a community driven movement, fuelled by everyday users sharing honest reviews and makeup routines on Instagram and YouTube, turning them into loyal brand advocates.

How you can use this:

• Collaborate with micro influencers, they may have smaller followings, but their engagement is often much higher.

• Focus on growing your brand with the power of people! If you have a great product you should be able to rally enough genuine connection.

• Stay on top of trends - you need to be careful here as placing a huge trend emphasis could mean you’re here today gone tomorrow. But a good balance of incorporating this within your business and content can work wonders.

Streaming services and product demand

Netflix, Disney+, and other streaming platforms have become pop culture factories, and what’s trending on these platforms often dictates consumer demand. These are platforms that most people spend a lot of time on. Gone are the magazine influencers - most people now take their influence from what they watch the most.

Some examples from recent years…

• The Witcher and medieval fantasy merch – Book sales and video game downloads spiked after the show’s release.

• Emily in Paris and french fashion – Suddenly, berets and baguette bags were everywhere.

• Black Mirror and smart tech – The show’s portrayal of futuristic gadgets increased curiosity about AI and smart home devices.

How you can use this:

• If you sell books, products, or merch tied to a popular series, highlight the connection in your marketing - don’t just ignore the connection.

• Think about creating bundles or limited time offers inspired by trending shows.

Nostalgia marketing - The power of the past

Nostalgia is a powerful driver of consumer behaviour. People love revisiting the things they grew up with, and brands that tap into this can see massive success.

I’m personally a sucker for this and I know I speak for millions when I say that.

• Pokémon GO and AR Gaming – The blend of nostalgia and new technology made it a phenomenon.

• Stranger Things and ’80s Revival – The show brought back interest in vintage fashion, synth music, and retro gaming.

• Travis Scott and McDonald’s Collab – Limited edition celebrity meals drove massive sales.

• Barbie Movie – A masterclass in tapping into millennial and Gen Z childhood memories, wrapped in a modern, feminist twist that sparked endless merch, memes, and conversation.

• Nintendo classic consoles – Re-releases of the NES and SNES with preloaded games brought adults back to their childhood gaming days, selling out almost instantly.

• Friends merch and reunion – The show's ongoing cultural relevance has led to everything from fashion lines to themed cafés, proving the long term power of a beloved 90s sitcom.

How you can use this:

• If your products have a nostalgic angle (vintage items, classic designs, throwback aesthetics), lean into it.

• Use nostalgia based marketing, showcase how your products can help customers relive fond memories. It makes them feel good and it works!

• Partner with creators who can bring a nostalgic twist to your products.

How to ride the pop culture wave - a summary

Pop culture is a goldmine for marketing, and small businesses that pay attention to trends can reap big rewards. 

Yes you need to be focussed on your own destination for your brand and I’m not suggesting for one minute you keep flexing and adapting to pop culture - but bring it into your brand in the right way and you not only attract attention but you appear part of their everyday conversation.

The key is to be quick, creative, and authentic when tying your brand to a trending moment.

Stay updated – Watch what’s trending on Netflix, social media, and in fashion. 

Be timely – Jump on trends while they’re still hot; don’t wait too long. 

Engage your audience – Use memes, phrases, and viral moments to connect with customers. 

Leverage influencers – Even small collaborations can have a big impact. 

Use nostalgia wisely – Throwbacks can create strong emotional connections with your audience.

The next time a pop culture moment takes over the internet, think about how your business can tap into it. Whether it’s a trending show, a viral meme, or a nostalgic throwback, there’s always an opportunity to connect with your customers in a fresh, exciting way.

So…did the sales of Apple cider vinegar go up?? I’ve no bloody idea! But I did see an entire end aisle dedicated to it in Waitrose so make of that what you will, ha.