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Designer dupe demand soars, a sign of the economic times

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From leggings to lip gloss, there’s a dupe for almost any brand-name product.

Buying a knockoff used to be a consumer’s dirty little secret, largely because a “fake” was considered inferior to the real thing, not to mention the economic cost and intellectual property rights infringement.

But brand imitators, also known as dupes — short for duplicates — have elbowed their way into the mainstream and are now even cool.

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“It’s not necessarily because the consumer doesn’t love the brand, sometimes it just makes more financial sense to buy the dupes,” said Sara Walker, a Los Angeles-based influencer and fashion industry expert.

Unlike illegal counterfeit goods, which tend to carry an unauthorized trademark or logo of a patented brand, these dupes are cheaper, typically legal alternatives to premium or luxury consumer products, and in some cases preferred to their pricier counterpart.

“It’s not a direct knockoff, it’s kind of revising something that’s very chic from a designer world into a more accessible product,” Walker said.

Brand imitators have found “this narrow little aisle to operate in that satisfies consumer demand” and keeps them safe from actual legal action from the companies they are duping, according to Ellyn Briggs, brands analyst at Morning Consult.

Even when consumers can get the real thing, nearly 33% of adults intentionally purchased a dupe of a premium product at some point, according to a report by Morning Consult. The business intelligence company polled more than 2,000 adults in early October.

TikTok is ‘ground zero’ for dupes

“The online culture of dupe shopping, accelerated by TikTok … has flipped the script,” according to Briggs.

“TikTok is ground zero for where all this is happening,” she said.

TikTok Shop, especially, “has become the storefront for dupes,” Briggs said.

Younger generations use TikTok Shop, which launched as an e-commerce platform within the short-form video app in September of last year, more than older cohorts: About 40% of Gen Zers between the ages of 18 and 26 have made at least one purchase. Similarly, 37% of millennials have bought at least one item on TikTok Shop, according to a Morning Consult poll conducted in December.

But designer look-alikes can also be found at retail giants such as Amazon and Walmart, as well as Costco, home to the viral floor mirror dupe of an Anthropologie mirror.

“Dupes are everywhere now. That’s just how it is,” Walker said.

Dupes are a sign of the times

Fashion retailers turning to denim to attract customers

“Trends come and go and if you are constantly updating your wardrobe based on the trends, that can get expensive,” Carolyn McClanahan, a certified financial planner and founder of Life Planning Partners in Jacksonville, Florida, told CNBC earlier this year, speaking about the “mob wife” fashion trend.

McClanahan is a member of CNBC’s Financial Advisor Council.

These days, more Americans are struggling in the face of sky-high prices for everyday items, and most have exhausted their savings and are now leaning on credit cards to make ends meet, recent reports show.

As consumers continue to stretch to cover rising rent, increased food prices and higher borrowing costs, there is less disposable income left for discretionary spending, according to Brett House, economics professor at Columbia Business School. That has helped open the door to dupes.

“Sustaining recent consumption patterns is making people potentially susceptible to the promise that a dupe offers,” House said.

The “sustained interest” for dupes also reflects how increasingly cautious consumers are about making big purchases in this economy, said Briggs.

In the end, price is “the No. 1 factor for purchase decisions,” she added, whether a shopper is cash-strapped or not.

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Nearly half of credit card users are carrying debt, report finds

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Consumers still face inflation challenges despite having spending power: TD Cowen's Oliver Chen

Many Americans are starting 2025 a little worse off than before, at least when it comes to credit card debt.

Almost half of cardholders — 48% — now carry debt from month to month, according to a new report by Bankrate. That’s up from 44% at the start of 2024. Of those carrying balances, 53% have been in debt for at least a year.

Roughly 47% of borrowers said they carry a balance due to an unexpected or emergency expense, most commonly medical bills or car and home repairs. Others cite higher day-to-day expenses and general overspending.

“High inflation and high interest rates have been a nasty combination, and while the worst is behind us, the cumulative effects are significant and will linger,” Ted Rossman, Bankrate’s senior industry analyst, said in a statement.

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Overall, Americans’ credit card tab has continually crept higher. 

The average balance per consumer now stands at $6,380, up 4.8% year over year, according to the latest credit industry insights report from TransUnion from 2024’s third quarter.

By way of example: With annual percentage rates just over 20%, if you made minimum payments toward the average credit card balance ($6,380), it would take you more than 18 years to pay off the debt and cost you more than $9,344 in interest over that time period, Rossman calculated.

Meanwhile, 36% of consumers added to their debt load over the holiday season, according to a separate report by LendingTree.

Of those with debt, 21% expect it’ll take five months or longer to pay it off, LendingTree found. 

According to another report by WalletHub, 24% of Americans said they will need more than six months to pay off their holiday shopping debt. In that survey, most consumers said inflation caused them to spend more than they initially planned.

“Many people need months to repay holiday bills after overspending,” said John Kiernan, editor at WalletHub.

The best way to pay down debt

The best move for those struggling to pay down credit card debt is to consolidate with a 0% balance transfer card, Bankrate’s Rossman said.

“You could pay about $300 per month and knock out the average credit card balance in 21 months without owing any interest,” he said.

As it stands, 30% of credit cardholders expect to pay off their credit card debt within a year, while 41% expect to pay it off in 1 to 5 years, Bankrate also found. Another 13% expect it will take more than a decade.

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Crypto options in 401(k) plans. Here’s what you need to know

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Crypto in a 401(K) plan

The rally in bitcoin and other cryptocurrency prices has generated excitement among some investors, but investment advisors are largely still skeptical that those volatile assets belong in a 401(k) plan or other qualified retirement savings plans.  

Crypto was one of the fastest-growing categories of exchange-traded funds in 2024. The most popular of these funds, the iShares Bitcoin Trust ETF (IBIT), has ballooned to over $50 billion in total assets.

Although crypto is a small part of the 401(k) plan market, it could grow substantially in 2025.

President-elect Donald Trump has suggested he will create a strategic reserve of bitcoin for the U.S. and has nominated Paul Atkins, a cryptocurrency advocate, to chair the Securities and Exchange Commission. The SEC’s approval of spot bitcoin and ethereum exchange-traded funds in 2024 was a key change for the industry. 

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The law covering 401(k) plans requires plan sponsors to act as fiduciaries, or in investors’ best interest, by considering the risk of loss and potential gains of investments. The Labor Department has cautioned fiduciaries to exercise “extreme care” before adding crypto options to a 401(k) plan’s core investments. 

Labor Department officials, however, haven’t required fiduciaries to select and monitor all investment options, like those offered through self-directed brokerage windows, according to the Government Accountability Office. Nearly 40% of plans now offer brokerage windows in their 401(k) accounts, according to a 2023 survey by the Plan Sponsor Council of America

Pros and cons of crypto in a 401(k) plan

Fernando Gutierrez-Juarez | Picture Alliance | Getty Images

Other experts point to volatility and risk as reasons to be conservative.

“People saving for retirement should probably be even more conservative, because adding crypto to a 401(k) plan would significantly increase the risk that your retirement nest egg could suffer a large loss at the wrong time,” said Amy Arnott, a chartered financial analyst and portfolio strategist with Morningstar Research Services.

Morningstar found that since September 2015, bitcoin has been nearly five times as volatile as U.S. stocks, and ether nearly 10 times as volatile. That type of volatility adds a large risk to a portfolio even with a small amount invested.

401(k) contribution limits for 2025 

Regardless of what assets are in a 401(k) plan, there are limits to how much you can contribute. For 2025, an employee can contribute up to $23,500 in a 401(k) and other employer-sponsored plans — that’s $500 more than in 2024.

People age 50 or older can make a “catch-up contribution” of up to $7,500. And those age 60 to 63 years old can supersize that, with a catch-up contribution of up to $11,250 for 2025.

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Why your paycheck is slightly bigger

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Why your take-home pay could be higher

If you’re starting 2025 with similar wages to 2024, your take-home pay — or compensation after taxes and benefit deductions — could be a little higher, depending on your withholdings, according to Long.

“When all the tax brackets go up, but your salary stays the same, relatively, that puts you on a lower rung of the ladder,” he said.

The federal income tax brackets show how much you owe on each part of your “taxable income,” which you calculate by subtracting the greater of the standard or itemized deductions from your adjusted gross income.

“Even if you make a little more than last year, you could actually pay less in tax in 2025 compared to 2024,” because the standard deduction also increased, Long said. 

For 2025, the standard deduction increases to $30,000 for married couples filing jointly, up from $29,200 in 2024. The tax break is also larger for single filers, who can claim $15,000 in 2025, a bump from $14,600.  

‘It ends up nearly balancing out’

Tax Tip: 401(K) limits for 2025

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