🎄 LIVE shopping dominates holiday trends
TikTok Shop's LIVE shopping sessions have seen explosive growth in 2024. Over 200,000 businesses are now active on TikTok Shop in the UK, double the number from last year. Daily LIVE shopping sessions have risen by 64%, with a 93% jump in sales. Brands like Made by Mitchell earned $1M in 24 hours, while P. Louise made $1.5M in just 12 hours. This Christmas, TikTok expects millions of consumers to tune into daily LIVE shopping events, driving unprecedented revenue during the festive season, especially during Black Friday.
🎁 Beauty and appliances top wish lists
Beauty products are TikTok Shop's crown jewels, with items selling every two seconds. Viral products like Made by Mitchell’s makeup palette saw a 624% sales spike. Appliances like the Progress Hot Chocolate Maker are also trending, with sales up 320% this week. Air fryers continue to dominate, with the Tower 7.6L seeing a 119% increase in purchases. Other trending categories include perfumes and pre-loved luxury items, reflecting shoppers’ diverse tastes and gift-giving habits.
📈 TikTok’s ad ecosystem drives growth
Retailers on TikTok are leveraging new ad formats like Search Ads and Smart+ to maximize sales. TikTok forecasts a 58% YoY increase in Q4 advertising spend by retail brands. A projected $13.2B (£10.5B) will be spent on UK Christmas advertising, with nearly $5B on digital ads. TikTok’s integrated ecosystem ensures brands reach shoppers at key moments, fueling both impulse buys and informed purchasing decisions.
🎅 Nostalgia and innovation merge
Shoppers are embracing both new trends and nostalgic products. Perfumes like Joop! Homme have seen a 380% sales boost, driven by a 90s fragrance revival. LIVE shopping offers real-time interactions that mirror traditional retail’s joy, combined with digital ease. “We’ve brought back the fun of shopping,” said Jan Wilk of TikTok Shop UK. As TikTok merges entertainment with commerce, Christmas 2024 is set to be the platform’s most lucrative season yet.
Is TikTok LIVE shopping the future of retail?
