Step inside the 2025 TikTok Holiday Emporium Gift Guide: A curated world of discovery

Every holiday season, millions of shoppers come to TikTok for inspiration, recommendations, and fresh ideas from creators and communities. TikTok ranks #1 among all social and video platforms for helping users discover a brand or product during the holiday season¹. It is also where 64% of shoppers say they have made a purchase after seeing an ad or shoppable content². According to a survey of U.S. TikTok users earlier this fall, 9 in 10 people on the platform are seeking some sort of holiday inspiration or guidance³, and 73% of TikTok users use the platform for Christmas planning¹. With discovery built into the way people use the platform, TikTok has become one of the most influential places for holiday shopping.

This natural discovery environment is why the TikTok Holiday Emporium Gift Guide has become a seasonal favorite for both shoppers and brands. It brings together the creativity of the TikTok community and the joy of holiday gifting to create an experience that feels magical and uniquely TikTok.

A curated holiday shopping experience inspired by the For You page

The TikTok Holiday Emporium Gift Guide is where trend driven shopping comes to life, bringing together some of the most loved brands on TikTok. This year’s curation includes community favorites like JoySpring, known for its family inspired wellness formulas, SACHEU Beauty, whose stay put makeup tools and viral lip liner have reshaped modern beauty routines, and Caraway, the design forward cookware brand redefining the home kitchen. You will also find standout selections like be amazing’s Dole Whip Pineapple protein and Brilliance’s dazzling engagement rings that reflect the diverse interests of the TikTok community.

Shoppers open the Gift Guide because they want something memorable, something they might not find through traditional holiday shopping. Whether it is a creator loved product, a breakout brand that went viral, or a small business offering something one of a kind, the Gift Guide makes holiday gifting feel personal, joyful, and fun. This aligns with what we see across TikTok, where 83% of TikTok Shop shoppers report discovering new products on the platform⁴.

Spotlighting diverse and community led brands

The TikTok Holiday Emporium Gift Guide also highlights diverse businesses that represent the heart of the TikTok community. Many featured brands appear under meaningful identifiers such as Minority Owned, Women Owned, and LGBTQ+ Owned. These spotlights make it easier for shoppers to discover products rooted in creativity, culture, and representation while giving small businesses the visibility they deserve during the most important shopping moment of the year.

Why brands love being part of the Gift Guide

For businesses, placement in the TikTok Holiday Emporium Gift Guide offers more than exposure. It provides cultural visibility at a moment when shoppers are actively looking for inspiration. The guide sits at the intersection of entertainment and commerce, where brands can connect with consumers in a discovery mindset.

Being featured helps businesses:

• Reach shoppers who are ready to explore and purchase

• Earn trust through curated, premium placement

• Showcase products in a browsing environment that feels natural and engaging

• Build community through authentic interest in their brand

This behavior is reflected across the platform, where 50% of TikTok users say they are likely to buy a holiday product they saw on TikTok¹. Unlike traditional gift guides, this one reflects the dynamic behavior happening on TikTok, including what people are talking about, sharing, and saving.

How businesses get featured

Each year, the Gift Guide is part of TikTok’s broader TikTok Holiday Emporium, an annual moment designed to help small businesses and creative brands shine during the holiday season. While program details may evolve each year, the mission remains the same. The TikTok Holiday Emporium helps brands gain visibility, celebrate creativity, and participate in curated holiday storytelling.

Placement in the TikTok Holiday Emporium Gift Guide is one of the most anticipated components of this moment. Businesses interested in future editions can look for updates from TikTok for Business each fall to learn how to participate.

Celebrate the season with TikTok

The TikTok Emporium Holiday Gift Guide is designed to make holiday shopping feel magical. Shoppers can discover new favorites, and businesses can reach audiences who are ready to be inspired.

Explore the Gift Guide, step into a world of joyful discovery, and experience a holiday season that starts on TikTok.

Sources:

1. TikTok Marketing Science US 2024 Holiday Survey via AYTM, June 2024. Base: TikTok Monthly Users 18+ who celebrate Q4 holidays (n=1000).

2. TikTok Marketing Science US, Commerce Landscape Study 2024, commissioned by TikTok in collaboration with Ipsos.

3. U.S. national survey conducted by Morning Consult in partnership with TikTok between October 29-31, 2025, among 2,205 Americans aged 18+.

4. TikTok Marketing Science US Commerce Landscape Study conducted by Ipsos, October 2024.