TikTok shopping is taking over Christmas shopping as the majority of TikTok users discover new brands and products for the season through the platform.

Move aside Jose Mari Chan, TikTok is growing to be synonymous with Filipino Christmas celebration and shopping this 2024. According to two studies commissioned by TikTok on Christmas and New Year behaviors of Filipinos, TikTok users are increasingly turning to the popular short video platform for community, entertainment and holiday TikTok shopping. With the growing dominance of the platform, it comes as no surprise that TikTok now occupies a central part in the Philippines’ biggest holiday.

A clearer picture of Filipino habits during the holiday season is emerging thanks to a 2024 report by research company Toluna. According to the report, 81% of TikTok users gather with friends and family, with 74% giving gifts, and 66% celebrating with Christmas parties.

Notably, shopping habits of Tiktok users have also been revealed. 60% of Filipino TikTok users reported spending time shopping for the season, with some doing so as early as September. In addition, according to a second report by Kantar Profile, 81% of Filipino TikTok users rely on the platform to discover new brands and products. And 77% of users go to TikTok to answer their shopping needs.

TikTok Shopping in Mega Sales Delight Shoppers

Tiktok’s Mega Sales are a prime driver for shopping on the TikTok platform. In the previous year, 84% of TikTok users were reported to have participated in these Mega Sales. This year, they are projected to increase their spending on TikTok by a factor of 2.3 times, compared to non-TikTok users. TikTok users are also expected to be 1.9 times more likely to spend more on Christmas gifts this year over the previous year.

This growth marks the emergence of TikTok as a preferred platform for shoppers during sales.

Paolo David, Philippine Brand and Partnerships Head at TikTok, said in a statement, “As the holiday season unfolds, TikTok continues to be a pivotal platform for Filipinos to celebrate Christmas. Whether it’s for discovery, entertainment, or shopping, TikTok offers a unique space where users can fully immerse themselves in the festive spirit. By understanding and engaging with the platform’s diverse shopping personas, brands can better position themselves to connect with a highly engaged audience, ensuring success throughout the holiday season and beyond.”

A Profile of Filipino TikTok Shoppers

Through the TikTok-commissioned study by Kantar Profile, a clearer picture of Filipino TikTok users is also emerging. The research company identified four distinct shopping personas from the study, which brands on the platform can use to generate insight and drive their marketing campaigns. The four personas of TikTok shoppers are:

1. Bargain Hunters 

These users actively search for the best deals online and seek vouchers. 74% use TikTok more than once a day, and 78% shop weekly on various e-commerce platforms.

2. Inspirational Shoppers 

For these users, shopping is an exploratory experience. They like to discover new brands and new shopping trends. 78% use TikTok daily, and 82% shop weekly. They are 1.2 times more likely to shop on social media.

3. Effortless Shoppers 

These users make purchases for convenience, and prefer quick and easy shopping experiences. 73% use TikTok daily and 80% prefer hassle-free checkout.

4. Purposeful Shoppers 

More considered than the other personas, these users like brands that align with their personal values, such as sustainability. 77% of them use TikTok more than once a day. They seek out brand-specific websites and are twice as likely to shop on these platforms.