A content creator based in Cienfuegos recently received her first $100 from Facebook monetization and decided to share the moment with her mother by going shopping together in the city's main shopping street. However, the excitement quickly turned into disappointment when they encountered the reality of dollar-only stores in Cienfuegos.
The young woman, known on TikTok as MCarly (@mcarly51), shared a video last Saturday documenting the experience. "I got my first Facebook payment, which was one hundred dollars, and I gave some to my mom because she works with me on social media stuff," she explained at the beginning of the clip.
Upon entering the store, they were met with complete darkness. "When we walked into the shop, the first thing we noticed was there was no light, a massive darkness. Even spending dollars doesn't give you comfort," MCarly described, referring to a power outage impacting even those businesses that operate solely in foreign currency.
The product selection was not much better than the lighting. The only item MCarly deemed "worthwhile" was oil, which required them to stand in line to purchase.
Her father accompanied them on their shopping trip, which was unusual for him. "He rarely goes into these dollar-only stores since we don't have a source for dollar income," MCarly mentioned, summarizing the exclusion faced by most Cubans in a dollar-driven economy that is becoming more prevalent on the island.
Later, they went with a cousin to pick up additional items they needed and ended up having a snack along the boulevard. MCarly's final assessment was blunt: "Instead of being happy, I left feeling sad and very upset."
The video highlights a stark contradiction in today's Cuba: a new generation of creators who can earn dollars through global digital platforms but face power cuts, shortages, and queues for basic goods when trying to spend them on the island. Cuba is not on the list of countries eligible for direct monetization from Meta, leading many creators to rely on intermediaries abroad to receive their payments. The $100 MCarly received matches the minimum payment threshold for bank transfers under Meta's content monetization program.
As of May 2025, there were at least 85 dollar-only stores operating across the country, including at least four in Cienfuegos. This system marginalizes those who earn in Cuban pesos, fostering a dual-speed economy where access to certain goods depends on receiving remittances or earning foreign currency.
MCarly's video is part of a growing trend where Cubans document their first payments from digital platforms. One young man used his to improve his mother's kitchen with new appliances, and another creator, known as @keki_mami, used her first TikTok salary to buy a refrigerator. In all these cases, the common thread is prioritizing family and basic needs — although the island's commercial realities often thwart even these intentions.
Understanding the Challenges of Dollar Stores in Cuba
Why is it difficult to shop in dollar-only stores in Cuba?
Dollar-only stores in Cuba often suffer from power outages, limited product availability, and long lines, making shopping a frustrating experience despite spending foreign currency.
How do Cuban content creators receive payments from platforms like Facebook?
Cuban creators usually depend on intermediaries abroad to receive payments, as Cuba is not eligible for direct monetization from platforms like Facebook. These intermediaries facilitate the transfer of funds to the creators on the island.
What is the impact of a dual-speed economy in Cuba?
A dual-speed economy in Cuba creates disparity, where access to certain goods and services is restricted to those with foreign currency, leaving those who earn in Cuban pesos at a disadvantage.