Morning Brew Daily
Toby’s Trends of 2024: Dry January, Ankle Socks, Solo Dining and More
30 Dec 2024
Episode 485: Neal and Toby recap the most memorable trends of the year including the rise of dry January, along with the rise of weed drinks. Then, ‘romantasy’ novels were all the rage as book sales skyrocketed thanks to #booktok. Also, nostalgia was a major contributor to sales as consumers make purchases with their emotions. In fashion, it was all about vintage clothing and the mob-wife aesthetic, while a generational war arose over which socks were ‘in.’ Lastly, loneliness increased in 2024, causing people to turn to AI, decorate their fridges, or simply sit on the couch and watch their favorite TV shows. Subscribe to Morning Brew Daily for more of the news you need to start your day. Share the show with a friend, and leave us a review on your favorite podcast app. Listen to Morning Brew Daily Here: https://link.chtbl.com/MBD Watch Morning Brew Daily Here: https://www.youtube.com/@MorningBrewDailyShow
Full Episode
Good morning, Brew Daily Show. I'm Neil Freiman. And I'm Toby Howell. Today, a trip down memory lane as Toby relives some of his favorite trends of the year.
From Fridgescaping to Mudang and everything in between, this is the Toby's Trend Show. It's Monday, December 30th. Let's ride. Man, I am really excited for you all to hear this show. We go through so many Toby's trends in a year, but some are just flash-in-the-pan things. Remember our queen, Mu Dang, the pygmy hippo.
But some have a more lasting impact on the year, and it's those trends that Neil and I are going to talk about today.
Yep, as we are right on the cusp of 2025, it's the perfect time to look back at 2024 through the lens of these trends, because as you start to put them together, some larger themes start to emerge.
You're right, Neil. As I was looking back through each week, I noticed a lot of these topics ladder up into bigger trends. It's like a Russian nesting dolls of Toby's trends. So let's have a little fun to end the year and dive on in. Figured the best way to kick things off is to go all the way back to the beginning of the year to talk about the rise of dry January.
Two trends stood out to me here. One, people are drinking less. Sales at three of the largest U.S. liquor stores hit a post-pandemic low during the first months of the year. Meanwhile, Google searches for dry January reached an all-time high, doubling from a year ago.
But what also stood out to me about dry January is that marijuana sales spiked during the month, as the alcohol industry's loss was the cannabis industry's gain. So Neil, it wasn't just a dry January this year. It was also a high January.
Yeah, we're looking back 11 months ago to dry January, saying it was the biggest one ever. Google searches for dry January doubled. We're coming up on a new dry January. You have to expect that it will only grow from there. You mentioned at the top that some trends are just a flash in the pan. Some may have a longer, may reflect just longer term changes in our society.
I do think that what we're seeing with people drinking less alcohol, focusing more on wellness is growing. One of those things that could extend years, if not decades. I mean, just look at the rise of non-alcoholic beverages. Non-alcoholic beer, wine, and liquor jumped 32% from 2023 over 2022, while total alcohol sales were essentially flat.
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