The TikTok Trends Digest: Shopping Season Glimmers
'Twas the quarter before Christmas
and all through the land
not a business was stirring
not even a brand...
What a lovely song, if only it were true! We know it's all systems go for brands and marketers in the lead up to the festive season, so we've got a special shopping season Trends Digest for you this month.
In our current climate, consumers have had to contend with economic uncertainty, rising inflation and a sudden shift to online commerce. This has meant that shoppers have become more mindful, intentional and strategic with their buying decisions.
As evidenced by the popularity of the #TikTokMadeMeBuyIt hashtag, TikTok has combined joyful discovery and product recommendations with entertainment, bringing fun and curiosity back into tactful shopping. In this edition of the TikTok Trends Digest, we delve into glimmers – how mood-boosting shopping is lightening the weight of our turbulent reality and putting the fun back into spending funds.
Trend Signal Spotlight: Mood-boosting shopping
TikTok is where mood-boosting entertainment, shopping and community collide; our platform positively shifts 42% of user mindsets, and users are 1.4x more joyful/inspired than on other platforms [1].
From materalistic manifestations with the "If I win the lottery" and "I have bills to pay" trends to financial self-deprecation with the "my bank account" trend, the TikTok community are showcasing the glimmers of hope in their everyday lives with mood-boosting shopping content.
Influenced by the popular hashtag #hopecore, users are sharing positive, hopeful messages, aesthetics and stories to inspire and uplift TikTok's joyful shoppers. Brands are embracing this lighthearted and hopeful approach through content like ASMR box reveals, in-store surprises and narratives of human connection. Anthropologie's personal shopper video and surprise gift ending perfectly show how brands can authentically and positively connect with shoppers in real-life settings.
Brand take: How Boots turned TikTok trends into store visits
Boots recently began stocking a new line of products from TikTok creator and brand owner Made by Mitchell. To tease this launch, the brand released guerilla-style videos of an "unknown assailant" (revealed by fans to be Mitchell himself), transforming the storefront of their flagship store in his brand's unique style.
Why it works: This type of creative content engages audiences by sparking their excitement to visit in person. It effectively boosts viewers' moods and piques their curiosity, encouraging them to experience it firsthand. The covert nature of the video also excites fans and encourages FOMO and buzz amongst newcomers to the brand.
Make TikTok trends your own
Here's how you can make these TikTok trends your own:
Game-changing resources are just a click away
The festive season planning starts early on TikTok: while the autumn leaves are falling, our users are already exploring #giftideas and #christmasshopping videos, so now's your chance to set the festive tone before the season officially kicks off.
For more on how you can use trends to connect with shoppers this festive season, check out our blog post.
See you next month!
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