TikToks about the increasing cost of everyday grocery items are gaining millions of views in an emerging trend for posts about inflation

• TikTokers are sharing the increasing prices of everyday items, sometimes gaining millions of views.
• Prices jumped to a 40-year high in June with the cost of living affecting people across the country.

TikTok users who find themselves shocked at the sky-high prices of everyday items in their grocery store are posting their experiences on the app, and becoming the face of the real impact of inflation.

The videos can gain millions of views, and often use the hashtag #inflation, which has 2 billion views on TikTok, or #prices, which has 232.2 million.

Insider previously reported that US consumer prices climbed by 9.1% in June, according to the Bureau of Labor Statistics, the highest in more than 40 years, leading to the cost of living increasing. Many economic factors contribute to inflation, but prices of food and energy have been increasing since 2020 due to pandemic-related supply chain disruptions, and increased further after Russia invaded Ukraine (both countries are major producers of energy and food).

Now, TikTokers are putting economic concepts into real-world perspective and populating the app with what we'll call "InflationTok" content.

One video, posted by TikTok user Carlita Terrance on August 5, showed a 5.5-ounce jar of Lawry's garlic powder appearing to be priced at $9.95 at a Publix grocery store. It has received 500,000 views and over 70,000 likes.

Terrance told Insider she was "astonished" at the cost, saying she had seen the same product priced at "about $3.80 a month ago." Publix did not immediately respond to Insider's attempt to verify these prices.

Terrance told Insider she's seen price increases across a range of items, which has affected her "budget, shopping habits, and lifestyle." She's since continued to post about the cost of everyday items.

"More attention needs to be brought to this and something has to be done," she said.

Shailyn Cummings, who goes by @shoppingwithshay on TikTok, posted a video July 7 showing items appearing to be sold for $4.50 at Canadian store Dollarama, which is known for pricing its items at $4 or less, along with the caption, "It's happening."

A spokesperson for Dollarama told Insider in a statement that its "multi-price point strategy is an integral part of our business model, first implemented in 2009." They aded that they would be gradually introducing items up to $5 starting this summer, in order to "maintain our relative value on the market and enhance our overall product offering within our existing product categories."

Cummings, who frequently posts videos showing beauty products bought at discount and dollar stores, told Insider she was "shocked" by the price increases she's seen.

Cummings said she wants to raise awareness around the cost of living, which is "part of the reason why I created my account, to help Canadians find beauty products that are worth their money."

Other videos show TikTokers alarmed at the cost of potato chips and the total cost for a small number of products, while some creators are using their platform to explain what inflation is, critique the government's response, and offer money-saving tips.

Many viewers have expressed similar frustrations at the impact of inflation. One comment under a video speculating as to how many groceries they could have bought for the same price in previous decades compared to today said, "I just got progressively more angry as I watch him unload."

A user commented on Terrance's garlic powder video saying, "The whole world has become one big price gouge." Others offered advice for other stores that might be more affordable, and compared the prices to countries like the UK and Australia, where users said the products were cheaper.

Content around the economy has also popped up elsewhere on social media, with the subreddit r/inflation seeing members often share photos of high prices. Posts also include videos and explainers about inflation, as well as discussion around the Federal Reserve's plan to tackle inflation.

For more stories like this, check out coverage from Insider's Digital Culture team here.