Gen Zers turn to TikTok Shop for holiday purchases

The insight: TikTok Shop ranks highly in Gen Z’s holiday plans: Nearly 54% plan to buy gifts on the platform this year, per a survey by Fiverr.

Behind the numbers: TikTok Shop’s popularity is a sign of Gen Z’s affinity for social commerce, as well as a reflection of the platform’s successful efforts to woo consumers with a combination of viral products and irresistible deals.

• Gen Zers are more than twice as likely to buy holiday gifts via social commerce this year, with 42% saying they are likely to do so compared with 26% of millennials and 15% of Gen Xers, per a Basis Technologies survey.