TikTok users have post-holiday shopping plans
TikTok users have big plans for after the holidays. Here’s what the video platform found out about its audience’s interest in post-holiday promotions.
Shoppers intend to keep the holidays going after the season, at least those on TikTok. A full 79% of TikTok users say they’re likely to continue shopping in the weeks after Christmas, according to a new study by the video platform.
Why we care. TikTok’s U.S. audience continues to grow. It announced that the platform reached 150 million monthly active users last February. (Statista measured the count at around 102 million users.) The video platform is also more accessible to marketers through such recent integrations as the one with HubSpot. If your customers, or prospects, are on TikTok, it’s a good idea not to hit the brakes on a TikTok holiday campaign until well into January.
Dig deeper: Executing a TikTok campaign: Best of the Bot
Reasons to shop. Why are TikTok users shopping in late December and January? Here are the top three reasons, according to the survey of 2,240 TikTok users:
- To treat themselves (51%).
- Take advantage of post-holiday sales (50%).
- Spend cash and gift cards received over the holidays (32%).
Does your marketing plan include post-holiday sales? Many TikTok users will want to know.
Trends. Last year’s trends back up the high expectations for this year’s post-holiday shopping.
TikTok saw a 25% increase in total video views, compared to a typical week, in the weeks between Christmas 2022 and mid-January 2023.
The platform saw a 70% increase in video views for #haul, where creators typically share what they bought. TikTok also saw a 76% increase in views for #sale.
Categories. When TikTok users are shopping post-holidays, here are the top categories they’re interested in.
- Food (58%)
- Apparel (55%)
- Tech or gaming (52%)
Gaming. More than half of TikTok shoppers will be interested in technology and games. Furthermore:
- 60% of TikTok users who plan to shop for gaming after the holidays plan to purchase either mobile games (45%) and/or make in-game purchases (38%).
- 61% of TikTok users plan to spend the same amount of time playing video games in the post-holiday period as during a typical week.
It’s worth noting that 80% of Gen Z consumers and 71% of U.S. moms consider themselves gamers.
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