Unlike macro trends that gain attention from a bigger audience and last for a longer time, Micro trends are relatively small-scale, attract the attention of a smaller audience, and disappear as quickly as they emerged. They often originate on Tiktok, Instagram, Youtube, Youtube Shorts, and other social media sites. They represent the preferences and conventions of a community or niche group. These trends often start as subtle shifts in preferences, behaviours, or attitudes, but have the potential to grow into larger shifts in consumer preferences.

They are displayed in fashion, technology, food, and travel. Over time, micro trends have been caused by consumers continually seeking new products, services, or experiences within a short time period. As communication channels and social media platforms grow, such trends continue to gain more traction.

Upcycling Fashion

As sustainability becomes more critical in the fashion industry, upcycling has been a prevalent micro trend. Upcycling involves transforming old or discarded clothing into new pieces, allowing them to be worn again and reducing waste. It isn’t typically considered by the majority of people in this industry, as it’s targeted towards a niche group.

Dalgona Coffee

This micro trend was heavily popular on social media, specifically during the early days of the pandemic. Dalgona coffee is a whipped coffee beverage that went viral on platforms including TikTok and Instagram, with many people attempting to recreate this drink at home. It quickly appeared online and left just as fast for the food industry.

Whimsical home decor

Whimsical home decor is a new micro trend, where rooms are decorated with magical, whimsical and woodland decor. It involves a lot of plants and bright colours. The rooms typically have lots of decor pieces within them - and many items can fit into this aesthetic.

Many micro trends are “over night” trends and businesses often say “there’s nothing I can do about that - I can’t order that item on time.” What can you do starting today to take advantage of overnight trends?

Even if you don’t have the exact product that is trending, here’s what you can do:

1. 1Adjust your website to feature products that are similar to the trending product and adjust product naming to match the trend. Leverage the keywords of the trend. If you have wall art that features leaves and forests - rename it to “whimsical wall art” on your website.
2. 2Create social media posts and content around the trend featuring your products within it. If the trend is “whimsical decor”, feature your funky lamps in a whimsical themed aesthetic.
3. 3In-store - feature the products that are similar to the ones being discussed at the front. You may not make dalgona coffee, but you have a sweet coffee mixture in your assortment. Bring it to the attention of your customers.
4. 4Train employees on shop floors to talk about how your products fit into the trend or are similar to the trending product. “We don’t have dalgoma coffee, but our newly launched artisanal cold brew offers a similar rich and velvety taste that coffee enthusiasts are currently loving!”

While having access to multiple targeted actions, the challenge remains in staying proactive and up-to-date with micro trends.

Micro trends are small-scale, quickly emerging shifts that gain traction primarily among niche audiences on social media platforms like TikTok and Instagram.

Unlike macro trends that engage larger audiences and last longer, micro trends target specific communities and tend to disappear as quickly as they emerge.

Micro trends often start on social media sites such as TikTok, Instagram, YouTube, and YouTube Shorts, reflecting subtle shifts in community preferences.

Examples include upcycling fashion in the sustainability sector, Dalgona coffee from early pandemic social media, and whimsical home decor featuring magical and colorful themes.

Businesses can adapt by adjusting product offerings and marketing to align with these trends, even if they don't stock the exact trending products.

Strategies include renaming products to match trend keywords, creating themed social media content, and training employees to discuss how current offerings align with these trends.

Acting on micro trends allows businesses to cater to evolving consumer interests, maintaining relevance and gaining a competitive edge in dynamic markets.