4 ways to connect with shoppers this festive season
Ready to spruce up the festive season and send your brand to the top of shoppers' wishlists? As inflation continues to affect consumer behaviour, shoppers are becoming even more discerning and value-conscious. Understanding buying behaviours and trends during this period can help you strategise effectively for maximum engagement and sales.
TikTok’s recommendation engine and ad delivery system ensure that your content reaches users who are most likely to engage with it and that ads are seen by users most likely to shop: 35% of users have made a purchase inspired by what they discovered on TikTok in the past month [1].
Your customers are on TikTok and willing to spend, but your brand needs to make it easy for them to shop and ensure that every penny spent delivers exceptional value. Read on to find out how!
1. Target those perfect hosts
34% of TikTok users say they host a Christmas party or gathering, and 49% said they make a special meal during this period, showing that consumers are hungry for products to make their festivities extra special [2].
For homeware brands, showcasing beautiful, festive decorations and cosy home setups can inspire users to create their own magical environments, driving product interest and sales. Keep your finger on the pulse of what’s trending, and demonstrate how your brand's products can help communities achieve this year’s hottest festive home aesthetics.
CPG brands can create content that highlights how their products can elevate new and old traditions, from festive recipes to Christmassy-themed product uses, making celebrations feel more special.
Supermarket brands can leverage TikTok to tap into a community of hosts and money-saving advocates to hero seasonal deals, showcase festive food preparations, and provide tips for stress-free party preparations.
Top tip: Position your brand as a key player around everyone’s favourite time of the year with In-Feed Ads, Branded Mission or TikTok Pulse.
2. Help shoppers find the perfect gifts
With 76% of users saying the platform has made them more aware of trends and what's popular, TikTok is the home of inspiration for brands looking to inform the gifts bought for fashion-conscious and tech-savvy family and friends [2]. In fact, fashion, beauty and games are the top most gifted products for Christmas among the TikTok community [2].
Fashion brands can highlight gift ideas, from stylish clothing to must-have accessories, showing their products on relatable and diverse bodies to drive trust and purchase intent.
Beauty brands can inspire beauty enthusiasts and gifters by wrapping products into seasonal tutorials and routines around key moments, such as #ChristmasParty, #Friendmas and #WinterSkincare, highlighting how your products can enhance these occasions to drive engagement and sales.
For tech and gadget brands, TikTok users are looking for reassurance and ways to reduce their spend on high-ticket tech items. TikTok's ecosystem of peer-to-peer recommendations and reviews is the ideal environment for brands to show up and demonstrate the features and benefits of their products and help gadget gifters pick the perfect present.
Toy brands can create engaging content that highlights the most popular toys of the season, with fun demonstrations and unboxing videos to engage parents.
Top tip: Leverage the TikTok Creator Marketplace to find the right creators for your brand and generate creative that really resonates.
3. Treat those who want to treat themselves
The #TreatYourSelf mentality is real, with 30% buying gifts for themselves during the festive season [2].
During this period, fashion and beauty brands can leverage TikTok to inspire audiences to look and feel their best. Engaging content, including style tips and beauty tutorials, can drive purchases and enhance brand loyalty.
Fashion brands can showcase seasonal looks, party wear, and styling tips, helping users put together the perfect look for their festive celebrations.
Beauty brands can create tutorials for festive makeup looks, winter skincare routines, and hair styling tips, making it easy for users to achieve their desired aesthetic.
The glitz and glam of the season means that people are open to pushing boundaries with their style so there's also great opportunity for brands to recruit new customers into their brand who may not have considered them before.
Top tip: Amplify product sales with a targeted commerce campaign that captures the purchasing momentum of the festive period. Use Video Shopping Ads to become the star of the season.
4. Back the bargain hunters
Content related to money-saving tips for special occasions ranked in the top 5 of user preferences on TikTok [2]. With bargain hunters always on the lookout for the best deals, tailor your TikTok strategies to highlight discounts, promotions and value offers that attract this cost-conscious segment.
All brands can bolster their CRM bases ahead of shopping season with a lead generation campaign to reach audiences who are warm to discounts, promotions and value offers.
Brands can also partner with FinServ platforms to offer more payment options and rewards for consumers.
Top tip: On TikTok, engagement goes beyond likes and shares: 57% of TikTok users are likely to purchase from an advertised business after viewing a lead generation ad [3]. Our Lead Generation solution is equipped to effectively earn the most qualified customers for your business with flexibility in mind.
Time to sleigh
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.
Our solutions enable brands to combine creative entertainment and commerce across the entire marketing funnel, powering a seamless customer journey from discovery to purchase and beyond. To find out how to activate this festive season, unwrap our guide or contact your TikTok rep.