London’s brunch trends contributing to the £2,548 a month spent on living an ‘Instagram’ lifestyle

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New research conducted by Nutmeg, the UK’s largest digital wealth manager,  found that Instagrammers could be spending up to £2,548.40 per month on items and activities inspired by their Instagram feeds.

Nutmeg analysed some of the most popular hashtags on Instagram – the second most popular social media platform – and discovered that today’s highly-snapped trends come at a substantial price.

The most expensive hashtag category was #homeinspo, with items tagged within each post totalling an average of £1,131.10. Outfit of the day, also known as #ootd, came in as the second most expensive hashtag, outdoing the costs of a #minibreak at £731.90 per outfit, compared to £381.60 for a weekend away.

The following table includes a breakdown of popular Instagram hashtags and their average costs:

Hashtag Average cost of related post
#brunch £32.41
#ootd £731.90
#minibreak £381.60
#gym £271.38
#homeinspo £1131.10

With a budget limit of £100, Nutmeg recreated Instagram posts in all five hashtag categories to showcase how easy it is to make savings without sacrificing your lifestyle or your Instagram grid.

When opting for cost-saving options – like taking a staycation over an overseas mini-break or choosing to host brunch with friends instead of eating at a trendy hotspot – the price for all five chosen hashtags decreased from around £2,548 to £79, making a total saving of £2,469.

When opting for cost-saving options – like taking a staycation over an overseas mini-break or choosing to host brunch with friends instead of eating at a trendy hotspot – the price for all five chosen hashtags decreased from around £2,548 to £79, making a total saving of £2,469.

This calculation was based on a person posting one picture per popular category per month. The combined average cost of the products/activities within these posts was added together and the total amount saved across the five categories was subtracted from this (see table below).

Hashtag Average expenditure in related post We’ve spent
#brunch £32.41 £11.38
#ootd £731.90 £28.49
#minibreak £381.60 £13.95
#gym £271.38 Free
#homeinspo £1,131.10 £24.74