Many young adults (mostly women)[3][7][8] have displayed their shopping hauls, while including their beauty and design commentary in the narration.
The videos are often grouped by store name or by the type of product (cosmetics, accessories, shoes, postage stamps, etc.).
[2] Other haul video bloggers have entered sponsorship deals and advertising programs from major brands.
Sarah Sykes and John Zimmerman of Carnegie Mellon University, HCII and School of Design wrote an article "Making Sense of Haul Videos: Self-created Celebrities Fill a Fashion Media Gap".
While any publishers (including the haul-video creators) are allowed to accept free merchandise[1][2] and advertising, the gifts or payments must be fully (and clearly) disclosed to reveal being paid by a brand name, as a sponsor, to review a product.