60% of Filipinos Start Christmas Shopping Early on TikTok

A recent survey report by Kantar on Southeast Asian shopping behavior reveals that 81% of Filipino TikTok users rely on the platform to discover new brands and products during the holiday season. The survey also highlights that as early as September, 60% of Filipinos had already started their Christmas shopping on TikTok.

The report divides TikTok shoppers into four distinct groups, each showcasing different behaviors and consumption preferences.

First, Value Shoppers focus on getting the best deals, with 74% using TikTok more than once a day, and 78% shopping weekly on e-commerce platforms.

Second, Inspirational Shoppers are more adventurous and trend-driven, eager to try new brands. Around 78% of this group uses TikTok daily, and 82% shop weekly, with their likelihood to shop via social media being 1.2 times higher than other groups. Additionally, 86% trust community recommendations.

Convenience Shoppers prioritize ease of use, with 73% using TikTok daily and 76% shopping weekly. About 80% of them appreciate the seamless checkout experience on e-commerce platforms.

On the other hand, Purposeful Shoppers favor brands that align with their values, particularly those focused on sustainability. This group sees 77% using TikTok more than once daily, and 80% shopping weekly. They are twice as likely to shop on specific brand websites compared to other consumers.

The research further found that TikTok users are 1.9 times more likely to increase their holiday spending this year, especially on beauty and personal care products.

With the 2024 shopping season in full swing, brands have more opportunities to engage with TikTok’s diverse user base. This interaction can extend beyond Christmas and into the new year, with shopping trends expected to continue well past the traditional holiday season.