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How TikTok is becoming a mainstream holiday shopping tool

Chain Store Age

A new survey shows a growing number of consumers will use TikTok as a holiday shopping resource in a variety of ways.

According to a new survey of U.S. consumers from direct-to-consumer e-commerce company ESW, 53% of respondents ages 18-29 (including older members of Gen Z and the youngest millennials), will use TikTok as a holiday shopping resource, and 25% will leverage TikTok to source specific gifts.

The “ESW U.S. Holiday Shopping Report 2023” shows that TikTok will prove a popular holiday shopping asset across all generations, as 36% of all respondents will use it during the holiday season. This includes 10% of respondents who plan to make holiday purchases from the short video platform, which recently launched e-commerce operations in the U.S. with its TikTok Shop offering.

Surprisingly, older respondents are most likely to order gifts from TikTok Shop, with 16% of those ages 40-60 planning to purchase gifts from TikTo, but only 8% of respondents ages 18-29 planning to purchase gifts from TikTok.

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