TikTok users have post-holiday shopping plans

TikTok users have big plans for after the holidays. Here’s what the video platform found out about its audience’s interest in post-holiday promotions.

Shoppers intend to keep the holidays going after the season, at least those on TikTok. A full 79% of TikTok users say they’re likely to continue shopping in the weeks after Christmas, according to a new study by the video platform.

Why we care. TikTok’s U.S. audience continues to grow and is now over 102 million users. The video platform is also more accessible to marketers through such recent integrations as the one with HubSpot. If your customers, or prospects, are on TikTok, it’s a good idea not to hit the brakes on a TikTok holiday campaign until well into January.


Reasons to shop. Why are TikTok users shopping in late December and January? Here are the top three reasons, according to the survey of 2,240 TikTok users:

  • To treat themselves (51%).
  • Take advantage of post-holiday sales (50%).
  • Spend cash and gift cards received over the holidays (32%).

Does your marketing plan include post-holiday sales? Many TikTok users will want to know.

Trends. Last year’s trends back up the high expectations for this year’s post-holiday shopping.

TikTok saw a 25% increase in total video views, compared to a typical week, in the weeks between Christmas 2022 and mid-January 2023.

The platform saw a 70% increase in video views for #haul, where creators typically share what they bought. TikTok also saw a 76% increase in views for #sale.

TikTok users have post-holiday shopping plans

Image: TikTok for Business.

Categories. When TikTok users are shopping post-holidays, here are the top categories they’re interested in.

  • Food (58%)
  • Apparel (55%)
  • Tech or gaming (52%)

Gaming. More than half of TikTok shoppers will be interested in technology and games. Furthermore:

  • 60% of TikTok users who plan to shop for gaming after the holidays plan to purchase either mobile games (45%) and/or make in-game purchases (38%).
  • 61% of TikTok users plan to spend the same amount of time playing video games in the post-holiday period as during a typical week.

It’s worth noting that 80% of Gen Z consumers and 71% of U.S. moms consider themselves gamers.


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About the author

Chris Wood

Chris Wood draws on over 15 years of reporting experience as a B2B editor and journalist. At DMN, he served as associate editor, offering original analysis on the evolving marketing tech landscape. He has interviewed leaders in tech and policy, from Canva CEO Melanie Perkins, to former Cisco CEO John Chambers, and Vivek Kundra, appointed by Barack Obama as the country’s first federal CIO. He is especially interested in how new technologies, including voice and blockchain, are disrupting the marketing world as we know it. In 2019, he moderated a panel on “innovation theater” at Fintech Inn, in Vilnius. In addition to his marketing-focused reporting in industry trades like Robotics Trends, Modern Brewery Age and AdNation News, Wood has also written for KIRKUS, and contributes fiction, criticism and poetry to several leading book blogs. He studied English at Fairfield University, and was born in Springfield, Massachusetts. He lives in New York.