Consumers Are Obsessed. Wall Street Hasn’t Noticed Yet

**Dave** (0:00)
We're expecting that earnings numbers are soon going to confirm that holiday sales saw solid growth in overall consumer spending, more than a trillion dollars for the first time ever. There were winners across the board from value retailers to luxury brands. And it's important to note though that, particularly with higher income consumers, the results were mixed. Some higher end brands are seeing negative growth while others are trending higher. And after pouring through a bunch of data, we think we found a winner. It's a stock that represents a handful of brands, expensive products that ended up being sold out everywhere, which is a magic combination for investors like us, sold out and expensive. And today on Dumb Money, we're going to reveal those brands that consumers are absolutely obsessed with and the stock that Wall Street hasn't noticed. This is Dumb Money Live.
Hey there, Dave here, along with Chris and Jordan. We are Dumb Money. Welcome to Dumb Money Live. Before we do reveal the stock, and I'm not doing my job as a YouTuber. If I don't remind you to smash the like button, like the smash button, do all the things. Chris, Jordan, the TikTok trend watchers are calling this a phase four mass adoption moment for the fashion trend curve. If you know, you know, and I'll be the first to admit, I did not know until Chris sent me a TikTok on the matter. But today's stock trend has everything, all sorts of things going for it. Including GORCOR, which I don't know what that is either. So we'll get into that. But Chris, why don't you lead us off this morning with what you found dating through holiday trend data.

**Chris** (1:36)
But go ahead, Jordan, explain GORCOR, because I feel like that's right up your alley being the granola guy that you are.

**Jordan** (1:44)
Yeah, there's a band of granola, it's GORP, so raisins, peanuts. I forgot the exact, but it's GORCOR. Basically, the concept is you're dressed for mountaineering while you go to Starbucks and get your coffee.

**Chris** (1:58)
Oh, my God, dude.

**Dave** (2:02)
If you think about it, you do see more and more people wearing hiking boots just going to the grocery store.

**Jordan** (2:09)
I do not, I wear Toms everywhere, but I am in the North base, so I guess I'm a little GORP.

**Chris** (2:14)
Jordan, your fashion just got frozen at some point, went in your Toms stage, and you're just like, that's it. You're done now. You can wear that.

**Jordan** (2:24)
I don't want to think about it. I don't want to have to think about what I'm going to wear, so I just grab a set of Toms. Whenever they come out with a new camo set, I just buy like four or five of them. They sit in my closet and I use them, go through them, and then maybe next year, I'll have to buy some more Toms.

**Chris** (2:39)
Can I just tell you guys this process the last month of looking for trend, holiday season, retail winners, losers, walking the malls, talking to store reps? This is exactly the type of brain cleanse I needed after an entire year of being solely focused on AI. AI stocks, dude, like, dude, I needed this so bad. This was like getting back to my roots.
It just feels so good as a social arb trader to get back to state.

**Dave** (3:17)
This is about as close to your roots as it gets, though. This is...

**SPEAKER_4** (3:20)
It is, it is.

**Dave** (3:22)
Some of these brands are shoe brands, which is your favorite go-to thing.

**Chris** (3:27)
How is it that we always come back to the shoe trade? Every single time. We're not trying to. From Crocs to Vans to Uggs to like, is there, Hoca, is there a shoe that we haven't traded in the last 20 years? Is there a shoe that we haven't made money off of? Oh, right down to, hey dudes, remember like, dude, every single shoe release that has ever gone viral, we have traded over the past 20 years. It is unbelievable.

**Dave** (4:00)
And there's a new trend that is just bubbling up, that is, if you look at the Google Trends chart, if you look at the sales, Chris sent me screen shots of like 20 different metrics. We'll share some with you. But first off, I just want to show some of the brands.

**Chris** (4:16)
Wait, wait, Dave, you cannot share the web traffic or the credit card data. You're not allowed to share those.

**Dave** (4:22)
Well, then I have no idea. I've loaded them all in.

**Jordan** (4:25)