Let’s start with the classics: lipstick sales spike, men’s underwear sales drop, and Gaga blesses our ears. These are just some of the time-tested recession indicators economists have tracked over the years. The logic? When the economy tanks, people pivot to small luxuries or cheaper substitutes to soothe their financial anxieties. But in 2025, it seems we’ve added a new player to this list: trinkets.
Yes, the girlies are hoarding Sonny Angels, Sylvanian Family members, Monchichis and Labubus like it’s their full-time job. But what if our obsession with these silly little divas is less about nostalgia and more about economic anxiety?
Okay I’ll say it: trinkets make life worth living!
Sonny Angels are a prime example of how trinkets fit into this recession narrative. These three-inch cherubs were created in 2004 by Japanese designer Toru Soeya during a period of economic uncertainty in Japan. They were specifically marketed as stress-relief companions for young women navigating adult life. “He may bring you happiness,” promises the Sonny Angel tagline — a modest claim that many collectors take extremely seriously.
Fast forward two decades, and Sonny Angels have become so popular there was an actual shortage last year. Yes, a shortage of tiny plastic dolls with fruit hats! Rare editions now sell for hundreds of dollars on resale platforms like eBay.
This all feels very recession-y, doesn’t it? It’s basically the lipstick index 2.0. The “lipstick index”, a term coined by Estée Lauder’s Leonard Lauder during the early 2000s recession, suggests that during economic downturns, people turn to affordable luxuries for comfort. Trinkets fit this mould perfectly. At $10–$20 a pop, they’re a low-commitment indulgence that offers a quick dopamine hit without the guilt of splurging on big-ticket items.
When we can’t afford big luxuries like holidays or designer handbags, we turn to tiny ones that still make us feel good — like a Sonny Angel dressed as a watermelon or a Sylvanian Family rabbit running a bakery.
Nostalgia + Branding = A perfect storm
But trinkets aren’t just about affordability — they’re also tapping into some serious nostalgia. Sylvanian Families? Pure childhood memories of simpler times when our biggest worry was whether our mum packed Tiny Teddies for morning tea.
Jellycats? The plushies we wish we had as kids but can now (kind of) afford as adults. Trinkets give us that warm, fuzzy feeling of being safe and carefree — exactly what we crave when everything else feels uncertain.
And then there’s the branding side of things. Trinket culture is low-key Logomania for the masses: instead of flexing Gucci belts or Balenciaga bags (another recession indicator), we’re showing off our shelves full of Sonny Angels on TikTok or Instagram. It’s about belonging — but in a way that feels attainable and inclusive (well, until you hit the Sonny Angel shortage).
These little collectables aren’t just cute — they’re comforting because they remind us of who we are (or who we used to be) before life got so complicated (and expensive).
Why now?
Here’s where I ruin everything by overthinking. Trinkets are supposed to be collected slowly over time — a lifetime hobby where you savour each new addition. But lately? We’re speeding through collections like there’s no tomorrow (literally). Are we subconsciously worried our lifetimes won’t be long or stable enough to enjoy these hobbies properly? Or are we just chasing instant gratification because everything else feels so out of control?
It’s interesting how some parts of consumer culture often ramp up during recessions as a distraction from systemic issues like wage stagnation and housing insecurity. It’s easier to focus on collecting something tangible than addressing the bigger picture.
The Sydney Morning Herald spoke to senior marketing lecturer at RMIT, Marian Makkar, about this phenomenon in 2023 when looking at our spending habits during the pandemic.
“[Consumers] find it hard to resist little treats, thinking this will perk themselves up without breaking the bank,” Makkar said.
“Affordable luxuries are consumed to lift spirits and self-esteem even in the bleakest of times.”
This is also where I have to bring up how gendered this trend is — and it kind of makes my blood boil. Trinket culture is overwhelmingly dominated by women and femme-presenting individuals — spaces capitalism loves exploiting under the guise of empowerment and self-expression. Meanwhile, the men running our economies are doing… well, not much at all to fix structural issues causing all this anxiety in the first place. Shocking!
Are trinkets a distraction?
While we’re busy unboxing blind bags and crocheting tiny outfits for Sonny Angels (no shade — I love them too), systemic problems like unaffordable housing and stagnant wages remain unaddressed. And let’s be real: no amount of trinkets is going to fix those issues for us.
But here’s an opportunity — the upcoming federal election is a chance to take a stand against policies that perpetuate these cycles. Instead of letting trinket culture distract us completely (again, no hate, I’m right there with you), maybe we can channel some of that energy into demanding actual change from our leaders.
At their core, trinkets are both a symptom and a solution: they help us cope with economic anxiety but also reflect how deeply capitalism shapes our emotional lives. They bring joy — and there’s nothing wrong with that — but they also keep us locked in cycles of consumption that distract from systemic problems.
So yes, trinket girlies: keep collecting your silly little treats — they’re adorable and bring joy. But maybe also ask yourself why you’re drawn to them right now. Because behind every Sonny Angel shortage lies a story about how we cope when life gets tough— and that story might be worth unpacking.
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