Survey: More than half of TikTok users have found gift ideas on platform
TikTok is playing a major role in generating gift ideas — and purchases — for consumers this holiday season.
More than half (55%) of respondents say they have already found ideas for holiday gifts this year while scrolling on TIkTok, while 39% have purposefully searched the app for holiday gift ideas, according to a new survey from marketing agency MGH.
Almost half (47%) of respondents have purchased items for themselves on the TikTok Shop, and 37% have purchased items for others on the TikTok Shop. Content such as unboxing videos, user experiences and reviews are also playing an important role in purchasing decisions, as 69% of respondents found these videos important when deciding whether to purchase an item.
Those who have already found or searched TikTok for holiday gifts this year were looking for 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%) and toys & games for children (33%).
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"With more than 170 million users in the U.S. and expectations that TikTok sales will rise tenfold this year to $17.5 billion [according to eMarketer data], this survey demonstrates the undeniable influence TikTok will have on holiday gift idea generation and purchasing decisions this season," said Ryan Goff, executive VP, chief marketing officer and social media marketing director at MGH. "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."
TikTok will likely play a key role in boosting e-commerce sales next week. According to a recent report from Salesforce, Cyber Week (Thanksgiving Day Nov. 28 to Cyber Monday Dec. 2) sales are expected to reach $311 billion worldwide, accounting for 23% of all holiday purchases in 2024 and $75 billion in the U.S.
MGH’s survey was conducted on Nov. 13, 2024 and is based on 1,142 U.S. adults ages 18+ who watch TikTok videos.
