A TikTok content creator’s attempt to document her shopping activities at Target led to her arrest after she allegedly committed theft at a self-checkout counter in Cape Coral, Florida. The 22-year-old social media influencer, Marlena Velez, was taken into custody on Saturday after reportedly scanning items with incorrect, lower-priced barcodes, resulting in the theft of over $500 worth of merchandise including apparel and home goods.
The incident came to light through Velez’s own social media activity, where she posted a “get-ready-with-me” video on TikTok the same day as the alleged crime. She recorded herself selecting items within the store and later transferring them to her vehicle. Law enforcement identified Velez through a combination of Target’s security footage and her social media presence, noting that her phone’s wallpaper matched an image from her Instagram account. She was also wearing identical clothing and glasses as seen in her TikTok content.
This arrest marks Velez’s third shoplifting incident, following a previous arrest on November 20 for stealing $225 worth of merchandise from Target, and an earlier shoplifting incident at Walmart earlier in 2023. The social media influencer, who has amassed 420,700 followers on TikTok, has since made her account private.
The case highlights a growing concern in the retail industry regarding inventory losses due to theft. The National Retail Federation’s latest National Retail Security Survey reveals that shrinkage rates increased to 1.6% in fiscal 2022, up from 1.4% in 2021. The total cost of retail inventory losses reached $112.1 billion in 2022, marking a significant 19.4% increase from the previous year’s $93.9 billion. Internal and external theft accounts for approximately 65% of these losses.
Major retailers like Target have implemented various measures to combat theft, including installing secure cases for frequently stolen items and partnering with the U.S. Department of Homeland Security’s HSI division. The company has also invested in technology to detect and prevent criminal activity. In September 2023, Target was forced to close nine locations across four states due to safety concerns stemming from theft and organized retail crime.
In Florida, Governor Ron DeSantis has taken action against retail theft by signing legislation that increases penalties for offenders. Despite these efforts by retailers and government officials, the problem persists.
Velez was released on a $500 bond and is scheduled to appear in court on December 10. Under Florida law, first-time offenders convicted of petty theft typically face up to 60 days in jail. However, as this marks Velez’s third offense, she could potentially receive a sentence of up to one year if found guilty.
This incident reflects a concerning trend where social media influencers may engage in criminal activities for content creation and viral fame. The case serves as a reminder of how the pursuit of social media notoriety can lead to serious legal consequences, while also highlighting the ongoing challenges retailers face in preventing theft and protecting their inventory.