- Many products flying off the shelves are made or sold by companies on the stock market
- Products going viral can trigger an earnings and share price boost
- Going viral doesn’t always translate to a rocketing share price and copycats can emerge off the back of existing viral trends
- How to invest in Labubu dolls, Yeti bags, strawberry sandwiches and more
- How TikTok and Temu play a role in viral trends
Dan Coatsworth, investment analyst at AJ Bell, comments:
“Every year without fail we get products that fly off the shelves. Thanks to social media, it doesn’t take long for the word to get around and certain items to go viral. This hype fuels demand, making these items even more desirable.
“Companies love nothing more than for their products to be the talk of the town. Going viral can mean a bump in sales, and for companies that means higher earnings and the potential for a higher share price.
“Savvy investors monitor viral trends like a hawk. With any hot trend, it can pay to get ahead of the curve. Once everyone is talking about something, there is a risk the easy money has already been made on the shares.
“Sometimes the momentum is strong enough to sustain further share price gains, particularly if the viral product owner can capitalise on its new-found success with more goodies. To pick a winner and avoid a dud, investors need to also find out what’s in the pipeline rather than simply what’s already on the shelf.
“Going viral isn’t always a ticket to riches. For example, Greggs’ Mac and Cheese was all over social media but that didn’t save the company from reporting lacklustre financial results.
“Copycat syndrome is also problematic. Imitation is the sincerest form of flattery and it’s inevitable that a viral product will prompt other companies to offer something similar. After all, if a company is having its moment in the sun, then a rival will want to have a slice of the pie.
“Air Up water bottles, Stanley cups, Peloton bikes; all of these sold like hot cakes before the market was flooded with copycat products. It shows how companies need to avoid being a one-trick pony, particularly if you’re buying shares with the hope of making money from viral trends.”
A roaring 2025 for Labubu dolls maker Pop Mart
“Labubu dolls have been the runaway hit of 2025 when it comes to products going viral. So many people have been racing to get one of these creatures, and sales have gone through the roof for the company behind the quirky dolls.
“Pop Mart reported 401% pre-tax profit growth for the first six months of 2025, helped by its products creating a buzz on social media and from celebrity endorsements.
“Certain Pop Mart products are packaged in ‘blind boxes’, meaning shoppers don’t know what they’re getting until the box is opened. That’s been a clever marketing technique and widespread news coverage of big queues to buy products has fuelled the hype.
“Pop Mart has a portfolio of brands and gives the impression its fortunes aren’t solely reliant on Labubu dolls. That’s important given how knockoffs have been quick to emerge. You only have to walk up and down any high street in the UK to see vape shops with fake Labubu dolls in the window. Pop Mart needs to prove to the market that it can deal with competition and produce new ways to stay on top.
“Investors remain bullish judging by the company’s share price performance. The Hong Kong-listed shares are up 253% year-to-date and they are nearly 16 times higher since the start of 2024. The dolls might not be prettiest thing going, but that share price performance is far from ugly.”
Yeti bags and the ‘halo effect’
“The Yeti Camino Carryall Tote has been the must-have bag of 2025, particularly in the US. People lucky enough to find one in stock are using the item for holidays and work, and the reviews have been glowing.
“Originally launched in 2018, the bag has accelerated in popularity this year. Importantly, Yeti says it is creating a ‘halo effect’ whereby customers are now also looking at other products from the company. That’s the perfect situation for the bag provider, particularly as the broader business has been going through a tough patch.
“The viral success of the Camino bag has yet to translate into a major share price rally for the US-listed company, but this is certainly one stock to watch closely.”
M&S and viral trends: strawberry sandwiches, Percy Pigs and Colin the Caterpillar
“Marks & Spencer has done a fantastic job of reinventing itself for the modern age. Once an outdated retailer only good for pants and socks, M&S is now the go-to shop for food and clothes. Its product team deserve an award for creating must-have items over and over again. They’re handing stuff to the marketing team on a silver plate, ready for them to turn into the next viral trend.
“Everyone is talking about M&S. For example, YouTube is awash with American vloggers talking up the wonders of Percy Pig sweets on their holidays to the UK. There is a long-standing rivalry (once a legal battle, now tongue and cheek) between M&S and Aldi, with the latter having shamelessly ripped off the Colin the Caterpillar cake with its Cuthbert creation. While other supermarkets have also launched their own caterpillar-style products, M&S continues to innovate and be front and centre on social media with new ways to capitalise on the brand strength.
“Marks & Spencer’s strawberry sandwich was a watercooler moment this summer, as everyone in the office and at home talked about M&S’s new creation. The retailer is now hoping to repeat this success with an homage to Australia’s Lamington sponge cake, claiming it to be the first time the sweet treat is widely available in the UK.
“Marks & Spencer’s success across both the food and clothing categories has led to considerable share price gains in recent years. While the shares have lost momentum this year, damaged by a major cyber-attack, it’s fair to say that M&S is an expert at ‘going viral’ which should serve it well going forward.”
The role of TikTok and Temu
“Anyone seeking alternative ways to invest in viral themes might consider platforms that either promote or sell ‘hot’ items.
“TikTok videos can attract millions of views and this social media platform is one of the major sources of viral trends, as well as running a marketplace where you can buy goods. The platform is owned by ByteDance, which itself is a privately-owned business. However, investors can get exposure via Scottish Mortgage Investment Trust where it is one of the top 10 holdings.
“Temu is an e-commerce company that sells low-cost goods. You’ll find copycat viral products galore on its website at a fraction of the price. PDD Holdings owns Temu and its shares trade on the US stock market.”
