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Shoppertainment reigns supreme this holiday at TikTok

MANILA, PHILIPPINES — The -ber months continue to be a key shopping season according to TikTok’s Holidays For You year-end media briefing. Promising to be a growth platform for brands, TikTok boasts of 86% of its users ready to shop online this season, according to a commissioned study conducted by Toluna on consumer behavior during Mega Sales.

“This holiday season, Shoppertainment has emerged as a game-changer because today’s consumers seek to be delighted online, not just sold to. There is a fundamental shift in consumer-brand interactions, and consumers now seek engaging, exciting, educational, and entertaining experiences with brands,” said Life Dawn Cervero, Vertical Head for F&B, Philippines at TikTok.

With Filipinos celebrating earlier than the rest of the world, holiday preparations content trended in September: decor, inspirations, and how people trimmed their Christmas trees. Come October and November, everyone was on the hunt for the best gifts.


TikTok’s For You Page accelerates product discovery and purchase, with top hashtags such as #TikTokMadeMeBuyIt with 60 billion views, #holiday with 30.5 billion views, #GiftIdeas with 15.8 billion views, #BudolFinds with 5.4 billion views and #giftwrapping with 2.2 billion views worldwide. Aside from product discovery, TikTok users are triggered to purchase from its shops largely thanks to reviews and testimonials by other users and creators, product demos, and live streams.

The top category added to cart are Fashion and Beauty at 88% with holiday glam content divided into get-ready-with-me, shop with me, gift ideas & wishlists, and unboxing. Meanwhile, three out of five Tiktok users are planning to buy electronics, with 71% saying they will purchase for themselves.

This December, Filipinos are poised to celebrate togetherness and joyful shopping. The study also revealed how Filipinos are foodies at heart, moreso when the Holiday feast comes. 95% say they will cook for family and friends, 94% say they will give food items as gifts, 89% will order takeout, 87% will dine out, 85% will bake for family and friends, and 84% say they will grocery shop for hosting.

Business and shoppertainment aside, TikTok’s ecosystem allows brands to connect with its active users by inspiring consumers, owning big moments, and capturing demand in full-swing just in time for Christmas and New Year’s.

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