# @wsj on Instagram

- **Type:** Image
- **Original URL:** https://www.instagram.com/p/C2bbdGnNde4
- **Gondola URL:** https://gondola.cc/posts/10758894-wsj-instagram
- **Thumbnail:** https://img.gondola.cc/tr:w-,h-,fo-auto/thumbnails/62cb43ca4f.jpg
- **Posted:** 2024-01-23T04:00:18.000+00:00
- **Account Owner:** The Wall Street Journal (@WSJ) — https://gondola.cc/WSJ

## Caption

How many water bottles does any one person need? For some people, need isn’t the issue. It’s about buying things they say make them feel good, and showing them off online.⁠
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The Stanley Quencher tumblers—which currently retail for $45 for the 40-ounce version, or $50 for limited releases—have ignited tussles at Target stores and become a viral topic online. They are the most recent example of a shopping trend: buying multiples, and sometimes dozens, of the same item.⁠
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Thank, or blame, social media, where users flaunt their collections, showing off shelves lined with water bottles on TikTok and Instagram. On TikTok, the hashtag #stanleytumbler has 1.2 billion views and more than 67,000 posts, the social-media platform says.⁠
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Brands are capitalizing on shoppers’ desire for novelty and the fear of missing out, releasing limited-edition items in small quantities, spurring wait lists and sharp premiums on resale sites.⁠
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“Each version or color, we get another little boost of dopamine,” says Charles Lindsey, associate professor of marketing at the University at Buffalo School of Management. Novelty, especially for rare or hard-to-get items, also helps. “There’s a scarcity component. That’s a really big driver when it comes to human behavior.”⁠
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Amelia Awad got her first Stanley Quencher a year ago. The 16-year-old high-school sophomore in Birmingham, Ala., now has 67 Stanley tumblers. “If they are rare, I would want to use them more because I’m special for having them,” Awad says. Her parents have now spent about $3,000 to acquire them in every possible color and size.⁠
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Read more at the link in our bio.⁠
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Photo Illustration: Rachel Mendelson/WSJ, Stanley (6), iStock

## Stats

- **Views:** 0
- **Likes:** 6,035
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- **Comments:** 298

## Tags

stanleytumbler

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