21 August 2024
A sudden rush to buy gold in Iran on Sunday was driven by a religious superstition spread through social media. Influencers claimed that purchasing gold on the 13th day of the Islamic month of Safar would bring prosperity, attributing this advice to the sixth Shia Imam. This led to unprecedented crowds at jewelry shops, with people buying small gold items or symbols of desired possessions. The phenomenon highlights the power of social media in shaping beliefs and behaviors, as well as the economic anxieties of a society with diminished purchasing power. While some view it as a marketing ploy by goldsmiths, others see it as a reflection of widespread superstition and the search for hope in challenging economic times.