(SURVEY) TikTok’s Major Influence on Holiday Gifting in 2024

With more than 170 million U.S. users on TikTok, the popular platform is impacting almost every aspect of our society, including how we discover and shop for holiday gifts.

In fact, a recent survey conducted by MGH found that 55% of users have already found ideas for holiday gifts this year on TikTok, and 39% have purposefully searched TikTok for holiday gift ideas.

While 12% of respondents stated they have not yet found or searched for holiday gifts on TikTok, they do plan to use the platform to help them come up with ideas for gifts this year -- just ahead of one of the biggest holiday shopping events of the season.

Those surveyed who have found or searched TikTok for holiday gifts this year were looking for food and beverage gifts (45%); personalized gifts (42%); technology gadgets (41%); clothing/accessories (39%); beauty and skincare products (39%); DIY gifts (38%); home decor and lifestyle items (36%); and experiences (36%). Additionally, 33% of respondents were seeking toys and games for children.

Digging deeper into purchasing habits, the survey found that respondents will often purchase items directly from the platform. In fact, 47% of respondents have purchased items for themselves on the TikTok Shop, and 37% have purchased items for others on the TikTok Shop.

When it comes to the influence of content on TikTok, compelling videos of unboxings, user experiences and reviews impact holiday purchasing decisions. Overall, 69% of respondents found these videos important when deciding whether to purchase an item.

This survey data, combined with recent reports that TikTok’s sales are expected to rise tenfold this year to $17.5 billion, further demonstrates the platform’s continued influence among today’s consumers.

Download the full TikTok Holiday Gifting Survey Infographic here.

Results were collected on Nov. 13, 2024 and are based on 1,142 U.S. adults ages 18+ who watch TikTok videos. The survey was conducted via the SurveyMonkey Audience Panel by MGH, a full-service marketing agency specializing in TikTok and social media marketing. The survey results have a +/- 2.959% margin of error.