Echoes of 2008? Americans Turn to TikTok for Recession-Era Survival Tips Amid Tariff Fears
As the specter of a potential recession looms, triggered by recent tariff announcements, many Americans are experiencing flashbacks to the 2008 financial crisis. Social media platforms, particularly TikTok, are becoming a hub for sharing cost-cutting strategies and budget-friendly recipes reminiscent of those dark economic times.
Kiki Rough, a 28-year-old consultant, has gained a massive following on TikTok and Instagram by creating video guides to recipes from cookbooks published during previous recessions, depressions, and wartimes. "I keep seeing this joke over and over in the comments: The old poors teaching the new poors," Rough told CNBC. Her videos, filmed in her yellow-and-black kitchen in the Chicago suburbs, teach viewers how to make cheap meals and at-home replacements for everyday items.
Rough's content resonates with an audience increasingly worried about the U.S. economy's direction. President Donald Trump's announcement of broad and steep tariffs has intensified fears of a recession, prompting many to revisit tips and tricks used during the 2008 financial crisis.
Google searches reflect this anxiety, with predictions of a spike in search volumes for terms related to the 2008 recession. Searches for the "Global Financial Crisis" are expected to hit levels not seen since 2010, while inquiries for the "Great Recession" are slated to be at their highest rate since the onset of the Covid pandemic.
Millennials and Gen Xers are stepping into the role of elder siblings, offering flashbacks and advice on how to pinch pennies. They recall cheap getaways to Florida, folders for receipts in case big-ticket purchases went on sale, and the ubiquitous business casual outfits worn everywhere to save money.
Food creators are also bracing for potential economic impacts by sharing "recession meals" on social media. The hashtag #budgetmeals has seen a 20% increase in posts over the last month, with creators like Dollar Tree Dinners showcasing simple, budget-friendly recipes.
One food creator names Kate (@itsmekatevee) shows in her series “eat cheap (and vegan)” that people can eat affordably on a plant-based diet, too.
Some, like Kimberly Casamento, are even recreating recipes from vintage cookbooks like “The $7 a Meal Cookbook,” comparing grocery prices from 2008 to today and sharing tips for cooking on a budget. Casamento’s videos have garnered nearly 700,000 views, sparking conversations about the current economic climate.
However, inflationary pressures have made some of these hacks less effective. Some content creators point out that the federal minimum wage has remained stagnant since 2009, despite the skyrocketing cost of living.
According to Megan Way, an associate professor at Babson College, this type of communal knowledge-sharing is typical during economic belt-tightening. While these conversations previously occurred among neighbors, they are now playing out in the digital square with the rise of social media. "It's a very human thing to reach out to others when things are feeling uncertain and try to gain on their experience," Way said.
Despite the widespread anxieties, economist Sofia Baig from Morning Consult suggests that the actual economic data remains relatively stable. However, she acknowledges that people's expectations can be an important indicator. "It’s a bit of a self-fulfilling prophecy," Baig says. "If people feel bad enough about the economy, they might spend less. If people spend less, then that slows down the economy."
While it's uncertain whether the current economic anxieties will lead to a full-blown recession, the rise of social media as a platform for sharing survival strategies highlights the collective desire for preparedness and community support in uncertain times. As Kiki Rough aptly puts it, "No one is looking out for us, so we need to look out for one another."
Will these online communities and shared strategies be enough to weather a potential economic storm? What are your favorite recession-era survival tips? Share your thoughts in the comments below!
