Haul culture's evolution: from unboxing frenzy to calculated critique

The endless scroll of shipping boxes and ecstatic reactions—once the undisputed king of social media engagement—is facing a reckoning. The unboxing haul, a format that fueled countless hours of viewing and drove unprecedented consumerism, is undergoing a significant transformation, grappling with oversaturation, ethical concerns, and a shifting landscape of audience expectations.

The rise and fall (and potential rise again?) of the haul

Just a few years ago, the simple act of recording a reaction to a pile of delivered goods was a digital goldmine. Creators like Mikayla Nogueira commanded attention with luxury hauls showcasing six-figure purchases from brands like Chanel and Louis Vuitton, sparking viral estimations of their worth. Data from Traackr confirms this: in 2025, hauls and unboxings outperformed “Get Ready With Mes” (GRWMs) by a significant 1.7x. However, that lead has diminished, dropping from 2.5x in 2023, a direct consequence of the format’s ubiquity.

The modern haul isn’t simply about showing off; it’s about participation. Creators are now actively soliciting feedback, prompting viewers to decide whether to “keep or return” items. Vivian Li, a Fashion creator, calls this a “known strategy,” acknowledging that, often, the creator already knows the verdict. The inclusion of a try-on element, combined with this interactive prompt, blends the instant gratification of a haul with the conversational dynamic of a GRWM, effectively leveraging consumer power and creating a sense of community.

The shadow of returns and ethical quandaries

But this shift has unearthed a disquieting truth: haul culture has contributed to a surge in returns. The National Retail Federation (NRF) reports that two-thirds of Gen-Z consumers admit to bending the truth when it comes to returns, with practices like overbuying sizes and colors, or even “staging” – displaying items solely for social media before returning them – becoming increasingly prevalent. The NRF’s 2025 Retail Returns Landscape report estimated that 15.8 percent of purchases, amounting to approximately $849.9 billion, would be returned by year-end, with 9 percent classified as fraudulent.

Are these videos, at a time when peer-to-peer reviews are paramount, genuinely adding value, or are they merely fueling a cycle of overconsumption and deceptive practices? Stylist Zoe Stewart, who transitioned from generic hauls to more targeted try-on videos, highlights this concern. She now focuses on items where she genuinely seeks feedback, venturing beyond the familiar to elicit candid responses from her audience.

Brands are watching, and adapting

Despite the ethical complexities, brands aren’t oblivious to the power of creator-driven engagement. Cait Marron, Senior Vice President of creative strategy at Billion Dollar Boy, notes that brands increasingly recognize the value of creators’ honest feedback, even when it’s critical. Addison Rae’s collaboration with Lucky Brand Jeans serves as a prime example—the mixed reactions to the throwback low-rise jeans provided valuable, real-time customer insight, even if some viewers questioned the fit. This transparency, Marron argues, builds credibility, driving both engagement and brand affinity.

Luxury retailers are responding with stricter return policies. TheRealReal, a frequent subject of try-on hauls, flags accounts with excessive returns—defined as 30 or more items, purchases exceeding $10,000, or an overall return rate above 85 percent—with “strikes,” potentially leading to a ban. ASOS employs similar tactics, deducting fees from refunds for high-return customers.

Yet, even within this evolving landscape, the unexpected can occur. Michelle Li recounts returning a jacket to TheRealReal after filming a review, only to be swayed by overwhelmingly positive comments. “I checked the video afterwards and all of the comments said I should keep the coat,” she explains. “So I went back and bought the coat and I’m so happy that I did.” It’s a testament to the symbiotic relationship between creator and consumer—a dynamic where community engagement can reshape even the most calculated decisions.

The shift towards specificity—hyper-focused comparisons of, say, different brands of white T-shirts—is now proving more engaging than the broad, indiscriminate hauls of the past. As Stewart observes, those earlier videos often generated negative feedback. The future, it seems, belongs to the creator who isn't just showing off, but offering genuine insight and fostering a dialogue.