A new survey by marketing agency MGH reveals that 55% of TikTok users have discovered holiday gift ideas while scrolling the platform this season, with 39% actively searching for gift inspiration on the app.

Source: MGH

Food & beverage gifts lead the categories users search for at 45%, followed by personalized gifts at 42% and technology gadgets at 41%. Beauty & skincare products and clothing & accessories each garnered 39% of gift searches, while DIY gifts attracted 38% of users. Home decor & lifestyle items and experiences both registered at 36%, with toys & games for children accounting for 33% of searches.

The survey indicates significant direct purchasing behavior through TikTok Shop, with 47% of respondents having bought items for themselves and 37% purchasing gifts for others through the platform’s shopping feature.

User-generated content plays a crucial role in purchase decisions, as 69% of respondents cite unboxing videos, user experiences, and reviews as important factors when deciding whether to buy an item. On that matter, a recent Influencer Marketing Factory survey found that UGC impacts purchasing decisions more than influencer posts for 80% of consumers.

Source: MGH

“With more than 170 million users in the U.S. and expectations that TikTok sales will rise tenfold this year to $17.5 billion, this survey demonstrates the undeniable influence TikTok will have on holiday gift idea generation and purchasing decisions this season,” said Ryan Goff, EVP, Chief Marketing Officer and Social Media Marketing Director at MGH, in a news release.

The research, conducted through SurveyMonkey’s Audience Panel, surveyed 1,142 U.S. adults who watch TikTok videos. The results, released on November 22, provide insight into how the platform influences holiday shopping behavior.

These findings come as retailers and brands prepare for the peak holiday shopping season, with other reports indicating that 73% of Gen Z consumers purchase based on creator recommendations, compared to 66% of Millennials and 59% of the general population.