Riding virality, dupe wars, and the Carolyn Bessette headband of it all
The biggest news in commerce from the company that powers your favorite brands
Every month, In Stock breaks down the commerce news that matters: brand wins, real data, and retail insights from the platform behind millions of merchants and billions of transactions.
February proved that timing is everything. A nearly 200-year-old brand had its biggest moment thanks to a Netflix series, while another made a big bet on Bad Bunny, and it paid off. Meanwhile, dupe culture officially crossed from TikTok trend to mainstream brand strategy. Also, tulip orders went up 195% and then everyone immediately bought lawn mowers. Make it make sense.
Inside LA’s most iconic Asian pop culture shop
A retail store that’s been open long enough stops being just a business. It becomes an extension of a community. For over two decades, Giant Robot has been LA’s home for Asian American pop culture, indie art, and the kind of stuff you didn’t know you needed until you walked in. Uglydoll, anyone?
When life gives you lemons…
He sold 10,000 books while losing his eyesight. She built a Target-stocked brand around period stigma. Both learned that resistance isn't a bug—it's the feature.
Inspiration isn’t just flattery
It's big business. With 400,000 posts and millions of views on TikTok, it's a wonder #DupeHunting wasn't an official event at the Milan Olympics. Over 70% of Gen Z buy affordable alternatives inspired by luxury names, so new players are racing to meet the demand.
Virality is the name of the game
America’s oldest apothecary C.O. Bigelow is riding a viral wave thanks to the latest JFK + Carolyn Bessette Netflix series. Everyone wants one of their iconic tortoiseshell headbands worn by CBK herself. Nearly 200 years in, business is booming!
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Benito Bowl's founders saw their moment before everyone else. It paid off.
By the numbers
February was a tale of two seasons on Shopify:*
Valentine’s Day: Orders for tulips surged 195%, roses 170%, and chocolate-covered fruit 110%.
Spring is in the air: Herbicides and sprinklers up 105% and 103%, lawn mowers up 69%, and garden hoses up 51%
👉 Romance one week, mulch the next
What’s up next
International Women’s Day is in March, so why not read some real talk from bad-a** female founders? We texted with T3’s Julie Chung about stolen shipments worth thousands of dollars, and with Hill House Home founder Nell Diamond about the unhinged moments that actually built her empire.
Cozy up on your couch to find out who will build the next $1M company. Season 2 of 60 Day Hustle is on Prime, ready for your viewing pleasure.
Coming soon to In Stock subscribers: The legendary (and lucrative) world of trading cards.
*All data is based on sales by hundreds of thousands of Shopify merchants in the US from February 2026 compared to January 2026. Percentages are month over month (MoM) changes in sales.