Laura Sweet may be the Internet's Oprah Winfrey -- for objects shaped like guns, that is.
Just as millions look to the billionaire talk show host for tips on books, health and beauty, hundreds turn to Sweet's "gun-shaped stuff" page on www.thisnext.com for hair dryers, television remotes and vases with the contours of firearms.
Sweet, who trolls the Internet every day for cool and wacky things that might be worth acquiring, has recommended 1,590 products on the Los Angeles-based website. "It has kind of pointed me out as a design maven," the 42-year-old Beverly Hills resident said as the holiday gift-buying season entered its final days.
So-called social shopping websites like ThisNext are uniting people the world over through their love of conspicuous consumption. By mentioning a product, a self-appointed authority can convert it from unknown junk to a must-have in moments. That's made superstars like Sweet popular with manufacturers trying to spread the word about their products.
So far, ThisNext has recorded more than 155,000 clicks on items based on Sweet's recommendations alone.
On Kaboodle, another social shopping site, members can check out recommendations from "featured Kaboodlers," who have lists of things they want, including "things for my cat" and "accessories and jewelry." The site had 4 million unique visitors in November, up from 1 million in June, and has sold ad space to major brands such as Crest and Visa.
"We're drawing on the wisdom of the crowds," said Manish Chandra, Kaboodle's founder and chief executive.
The crowds have eclectic tastes. Among the products made popular by online advocates: Walkie Bits, which are little turtles that move across tabletops; a faucet that changes colors based on the temperature of the water coming out of it; and a $50 watch that says NOW on its face instead of giving the time.
Morgan Bennett, creator of the watch, said sales spiked after the public relations director of ThisNext persuaded him to post the watch on the site. It hadn't been advertised anywhere else.
"One guy picked it, and then boom, some guy from Norway was looking at it," Bennett said. "Now they're pretty much sold out."
Although the sites provide links to places online where shoppers can buy the products listed, many members use them for getting ideas rather than shopping. When they intend to buy something, nearly 70% of U.S. consumers start their online shopping at a specific merchant's website, and only 0.08% start at Kaboodle, according to research firm EMarketer Inc.
