A young woman sits down with a piece of paper and a pencil preparing to write her yearly Christmas list. She didn’t know where to start so she immediately opened her computer. She went directly to Instagram where her favorite influencer already posted a giant list of clothes, shoes, and accessories to scroll through. As she picked out items from this list she came across different instagram accounts with a variety of outfit ideas. 

She also found that the things she frequently looked at also popped up as advertisements directing her to even more websites with what she wanted. As time went on her Christmas list had become full with ideas, all streaming from a singular social media platform.