Combining enthusiasm, retail shopping, and technology, a hauler is commonly a female in her teens who creates a homemade video. The video is posted on YouTube to brag about the virtues of recent “shopping hauls” or purchases. Haul videos began to gain traction on YouTube about a decade ago and made their mark a little over five years ago when National Public Radio (NPR) covered this emerging genre.

Fashion retailers like Forever 21 are fueling the fire of this online marketing phenomenon, with deals and incentives for their young haulers. These shoppers can earn in excess of six figures and become quick celebrities, but most do it for the fun, online exposure, and the love of fashion.

Rising stars and prolific YouTube haulers include Zoella, Bethany Mota, and Carli Bybel—each with her own channel, and each garnering millions of views. The stars laugh, cajole, gush, and provide advice while holding up their fashion finds from Forever 21, Zara, American Apparel, and TopShop, to name just a few. All are driving sales for the brands with whom they partner, and each is an integral part of a retail partner's social media and marketing strategy.

There are close to 1 million haul videos on YouTube to date, with many promoting not only fashion finds but also home products, beauty, fitness, health, and wellness. The homemade videos are authentic and objective product testimonies without a hard-sell edge.

Bethany Mota, who goes beyond YouTube to promote, has 5.4 million Instagram followers, which has made the 21-year-old online star a sought-after ambassador for companies such as Aeropostale.

More recently, the haulternative movement features videos of well-known haulers such as Connie Glynn as Nooderella, a vlogger (video blogger) who advocates purchasing items at vintage and thrift stores and swapping with friends for a more eco-conscious approach to shopping.

Questions for Critical Thinking

1. Do haulers as brand ambassadors actually seem more genuine than the brands promoting the products themselves?

2. What is your opinion of retailers like Aeropostale and Forever 21 that actually pay haulers to promote their goods?