TikTok becomes go to place for holiday gift ideas
With the season's biggest shopping holiday around the corner, marketing agency MGH revealed the results of a new survey highlighting TikTok's influence on holiday gift idea generation. The survey found that more than half (55%) of survey respondents stated they have already found ideas for holiday gifts this year while scrolling on the popular platform, and 39% have purposefully searched TikTok for holiday gift ideas.
TikTok users are looking for gift ideas in many different categories. Those who have already found or searched the platform 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%); and experiences (36%). Additionally, 33% of respondents were seeking toys and games for children.
Not only will these survey respondents search for gifts on TikTok, but they will often purchase items directly on the platform. Forty-seven percent of respondents have purchased items for themselves on the TikTok Shop, and 37% have purchased items for others.
[Read more: 7 key strategies for leveraging TikTok to expand your brand - Part I]
Regarding the influence of content on TikTok, videos of unboxings, user experiences and reviews greatly impact purchasing decisions. Overall, 69% of respondents found these videos important when deciding whether to buy an item.
"With more than 170 million users in the United States 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," said Ryan Goff, executive vice president, 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."
[Read more: Will consumers shop online or brick and mortar this holiday season?]
To read more about the survey results, visit here.