Sugarman Trigger #11 - Current Fads

Remember fidget spinners? They shot up like fireworks… then disappeared just as fast. This Google Trends graph says it all: a massive spike, then tumbleweed.

Marketing analysis

Joe Sugarman taught that fads can signal which product categories are about to heat up. Smart marketers don’t go “all-in” on one fad. They watch where fads cluster and use that insight to spot bigger, lasting movements.

Why it works

• Fads = early indicators of mass consumer interest
• Quick wins if you act fast
• Avoids long-term risk by exiting early
• Great way to test and learn what’s trending
• Patterns of fads often reveal long-term markets

Examples

• Fidget spinners → short-term toy gold rush
• Keto snacks → led to ongoing health food boom
• TikTok filters → inspired entire UGC ad industry
• Wordle → mini craze that proved puzzles could still go viral