Many people use social media as a creative outlet or a way to distract themselves from the stressors of everyday life. It facilitates communication, the sharing of ideas, and even occasionally informs.
Some people have taken advantage of these platforms by turning their social media accounts into true money-makers, allowing them to quit their regular 9-to-5 jobs and become full-time influencers.
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These social media platforms, especially TikTok, can make videos go viral in seconds, but as intriguing as this may sound, it can also cause harm. Many content creators are willing to do nearly anything to gain people's attention, blurring the line between reality and vitality.
It has become almost routine to see news outlets report stories about content creators committing crimes to gain views and obtain their five seconds of fame.
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This prompts the question of how far people will go to become TikTok famous, and the sad truth is that many are willing to commit crimes to achieve that highly desired status.
The retail industry faces increasing inventory losses due to theft
According to the National Retail Federation, the world's largest retail trade association, retail inventory losses continue to increase yearly and have skyrocketed in recent years, negatively impacting the retail industry.
According to the NRF's most recent National Retail Security Survey for 2023, the average shrink rate — the amount of retail inventory losses during a certain period — increased to 1.6% in fiscal 2022 compared to 1.4% in 2021.
The total shrinkage for 2022 amounted to $112.1 billion in losses in that year alone, a 19.4% increase from the $93.9 billion reported in 2021. Internal and external theft accounted for about 65% of losses, significantly impacting retailers' margins and profitability.
Related: Retail industry organization makes big change to solve retail theft problem
Big retailers like Target have suffered from shrinkage and begun making multiple investments to prevent and combat theft in physical stores and online.
In September 2023, Target announced it would close nine locations across four states because theft and organized retail crime had posed a huge threat to employees' and customers' safety.
To combat retail theft, Target began installing locking cases for its most theft-prone items, partnered with the U.S. Department of Homeland Security’s Homeland Security Investigations (HSI) division, and made significant investments in technology to detect and prevent criminal activity.
Florida Governor Ronald DeSantis has routinely criticized retailers for implementing theft-preventing measures like locking up products and even signed a bill in April that increased the penalties for retail theft to hopefully help retailers reduce theft.
Although retailers and the government have made every effort to prevent further retail theft, it still doesn't seem to be enough.
Going TikTok viral lands a content creator in prison
On Saturday, Cape Coral police arrested 22-year-old Marlena Velez under suspicion of shoplifting and charged her with a misdemeanor for petty theft.
According to police, Velez took multiple items to the self-checkout counter and scanned bar codes with lower prices, allegedly stealing $500.32 in apparel and home goods.
The biggest plot twist of them all is that police were able to make the arrest thanks to TikTok.
The Florida resident posted a get-ready-with-me video on her TikTok account on the day of the crime. She also recorded herself picking out the shoplifted items inside the Target and then putting them in her car.
As if that wasn't enough self-incriminating evidence, Velez was caught on Target's security cameras entering the store and committing shoplifting acts. She was identified after the wallpaper on her phone matched a picture on her Instagram account. She was also wearing the same clothes and glasses seen on the TikTok video.
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The TikToker is no stranger to the police: she was arrested on Nov. 20 for the same crime after stealing $225 worth of home goods and apparel. In 2023, she also shoplifted at a Walmart.
Velez was released on Sunday afternoon after posting a $500 bond, but she still has to appear in court for her crime. The court appearance is scheduled for Dec. 10.
According to Florida law, petty theft in the state has a maximum 60-day sentence behind bars for first-time offenders. However, as it is her third offense, she could face up to one year behind bars if found guilty.
Velez currently has 420.7K followers, but her account is now private.
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