As the season’s biggest shopping holiday approaches, marketing agency MGH has unveiled the results of a new survey highlighting TikTok’s significant influence on holiday gift idea generation. The survey, conducted among avid TikTok users, reveals compelling insights into how the platform is shaping consumer behavior this holiday season.
TikTok: The Go-To Platform for Holiday Gift Ideas
According to the survey, more than half (55%) of respondents have already discovered holiday gift ideas while scrolling through TikTok, and 39% have intentionally searched the platform for inspiration. This highlights TikTok’s role as a major source of creative and unique gift ideas.
Diverse Gift Categories in Demand
The survey found that TikTok users are exploring a wide range of gift categories. Those who have found or searched for holiday gifts on the platform are particularly interested in:
- Food and beverage gifts (45%)
- Personalized gifts (42%)
- Technology gadgets (41%)
- Beauty and skincare products (39%)
- Clothing and accessories (39%)
- DIY gifts (38%)
- Home decor and lifestyle items (36%)
- Experiences (36%)
- Toys and games for children (33%)
Direct Purchases on TikTok Shop
TikTok is not just a platform for discovering gifts; it’s also a marketplace where users make purchases. The survey revealed that 47% of respondents have bought items for themselves from the TikTok Shop, while 37% have purchased gifts for others directly on the platform.
The Power of Influential Content
Content on TikTok plays a crucial role in influencing purchasing decisions. A significant 69% of respondents indicated that videos featuring unboxings, user experiences, and reviews were important factors when deciding whether to buy an item.
Insights from MGH
Ryan Goff, EVP, Chief Marketing Officer, and Social Media Marketing Director at MGH, commented on the findings: “With more than 170 million users in the U.S. and expectations that TikTok sales will rise tenfold this year to $17.5 billion, this survey demonstrates the undeniable influence TikTok will have on holiday gift idea generation and purchasing decisions this season. Content creators and businesses alike should take note of the opportunity the platform presents, and the impact that compelling content and reviews have on purchasing decisions as we dive head first into the competitive holiday season.”
As we head into the holiday season, it’s clear that TikTok will play a pivotal role in shaping gift-giving trends and driving consumer purchases. Businesses and marketers should capitalize on this trend by leveraging engaging content and reviews to capture the attention and wallets of TikTok users.
Stay tuned for more updates and tips on navigating the holiday shopping frenzy with the power of TikTok.
Results were collected on Nov. 13, 2024 and are based on 1,142 U.S. adults ages 18+ who watch TikTok videos. The survey was conducted via the SurveyMonkey Audience Panel by MGH, a full-service marketing agency specializing in TikTok and social media marketing. The survey results have a +/- 2.959% margin of error.
