Different mindsets equal different definitions of value. MetaTasker Hacker is motivated by social currency and justification. They crave a good reward now again, so the opportunity to splurge exists.
At Bernstein-Rein, we believe retail intelligence comes from consumer insights, a true brand purpose, and half a century of unrivaled experience. We put these beliefs together to accelerate growth. This approach is called Retailigent™ – it's what drives our work every day.
BR’s MetaTasker lens is a perfect view to see how shoppers plan to spend smarter during the 2025 Holiday season. They’ve adopted an approach to the value retail market, each with different motivations and types of products they are seeking. All three mindsets fit into (and transform) into the value shopping landscape — today we look at Segment 3 — The Hacker.
The Hacker is the high-income, trend-aware shopper who is now frequenting value retail for a curated, high-low look or an engaging shopping experience. They are not looking for survival; they are looking for differentiation.
How Hackers Shop: "Perception is everything... design appreciators."
Retail Value: They fuel the demand for "dupes" (knock-offs of luxury goods found at low prices) and curated, trendy decor items (e.g., at Five Below or the dollar sections of mass retailers) to achieve a high-end look affordably.
Where Hackers Shop: "Inventive & resourceful shoppers... look for ways to stand out with creative, affordable details."
Retail Value: They are the Omnichannel Value Shopper. They use social media (TikTok/Instagram) for "sustainable discovery," finding a cheap, cool item online and going to the store to get it. The resourcefulness of finding the deal is part of their personal brand.
What Matters Most: "Premium personality buyer."
Retail Value: Their purchase isn’t just a deal; it’s a form of self-expression. They have a need to project a successful, curated lifestyle (their indulgence side) while still being financially strategic and value-conscious (their responsibility side). Most likely to engage in self-gifting, it gives them the emotional relief from the fiscal responsible conflict they are trying to manage.
Value Defined: Emotional & Social. They define value as the social currency and emotional payoff of a purchase relative to its low price.
The Hacker is under intense pressure from social media to maintain a certain aesthetic and from their real life (e.g. career, bills, financial uncertainty) to be frugal. So, spending on pure indulgence goes against their core identity as a savvy shopper. But that need for their purchases to communicate their identity and status often outweighs the issues of their pocketbook.
This mindset is about defining the moment of choice — am I going to trade my preferred brand/taste/splurge for my stricter budget or is this the time to splurge to justify a strain on my budget. As they strive to maintain their dual identity, many opt for budget and value but leave wiggle room for highly selective purchases that bring emotional fulfillment.
If you are going to motivate our Hacker MetaTasker segment, you need to understand how they define value as they enter this holiday season. Let’s talk about how we can help you understand them better and outline strategies to make sure they’re in your stores.
