The holiday season is here, and TikTok is proving to be much more than a dance video haven. A new survey from marketing agency MGH shows the platform is playing a massive role in shaping holiday gift ideas. Over half of the respondents (55%) admitted to finding gift inspiration while scrolling, and 39% actively searched for gift ideas on TikTok.
These numbers highlight a major shift in how people approach holiday shopping. TikTok, with its engaging mix of unboxings, reviews, and creative product showcases, is influencing how Americans plan their gift lists.
TikTok: The New Gift Guide
The survey revealed that TikTok users aren’t just browsing aimlessly. They’re finding ideas across diverse categories. Here’s what’s trending:
- Food and beverage gifts: 45%
- Personalized items: 42%
- Tech gadgets: 41%
- Beauty and skincare products: 39%
- DIY projects: 38%
- Home décor: 36%
- Experience-based gifts: 36%
And for parents or the young at heart, toys and games for children are a go-to for 33% of respondents.
Ryan Goff, EVP and Chief Marketing Officer at MGH, says these trends show TikTok’s growing dominance in the holiday retail space. “With TikTok’s 170 million U.S. users and its sales projected to hit $17.5 billion this year, the platform has become a serious player in shaping consumer behavior during the holidays,” Goff commented.
New Survey From MGH Shows TikTok Has Major Influence on Holiday Gift Ideas, With 55% Stating They Have Already Found Ideas on the Platform This Season
Buying Straight From TikTok
For many users, TikTok isn’t just a place to browse. It’s also where the shopping happens. Nearly half of the respondents (47%) have made purchases for themselves through TikTok Shop, and 37% have bought gifts for others directly on the platform.
The convenience of shopping while watching relatable, entertaining videos has made TikTok Shop a game-changer for holiday sales.
Content That Drives Decisions
But it’s not just any video that sparks a purchase. The survey found that 69% of users place high value on content like unboxings, user reviews, and personal experience videos. These formats give potential buyers a sense of trust and authenticity that other platforms often fail to deliver.
Creators and brands have taken note, pouring effort into making visually engaging, relatable, and informative content. This trend underscores the importance of connecting with audiences in meaningful ways, especially during the competitive holiday season.
A Wake-Up Call for Brands
The message for businesses is clear: TikTok isn’t just a platform for the young and trendy. It’s a powerful tool for reaching customers of all ages and interests. By combining compelling storytelling with the ease of TikTok Shop, brands can capture a share of the $17.5 billion projected to flow through the platform this year.
For anyone doubting TikTok’s staying power, this survey is a wake-up call. Whether you’re a marketer, a small business owner, or just someone looking to find the perfect gift, TikTok is where the action is.
