In less than three months, it’s Christmas. And if we take a look at the data, the clock is ticking if you haven’t already started planning your holiday campaigns. A new report from TikTok reveals that as many as two out of three people begin shopping for their Christmas gifts at least a month before the holiday.
Time waits for no one, and soon Christmas will be here again. For many advertisers, it’s the peak season when customers flock to both physical and online stores to purchase gifts for their loved ones. Anyone who’s ever braved the last-minute holiday rush knows how overwhelming and stressful it can be. And it seems like many others agree.
New data from TikTok shows that as many as 65% of people start buying Christmas gifts at least one month before Christmas. Moreover, 38% begin shopping even earlier—at least two months before the gift unwrapping begins.
Madeleine Brolin, Product Owner TikTok
“These numbers clearly highlight the need to plan holiday campaigns well in advance, instead of going all-in during the final weeks. By then, you risk competing with every other advertiser who’s racing to the finish line before Christmas. Starting early allows your brand to position itself and take advantage of cheaper CPM rates,” says Madeleine Brolin, Product Owner for TikTok at N365.
The report also sheds light on the types of products TikTok users most prefer to give as gifts. The list is topped by Clothing & Accessories (59%), followed by Beauty, Fragrance & Skincare (54%), and Toys & Games (49%).
“Another figure I find relevant is the fact that 87% of people buying Christmas gifts also take the opportunity to purchase something for themselves,” Madeleine adds.
Lastly, it’s worth mentioning that half of TikTok users plan to shop for themselves during Q5—taking advantage of the post-Christmas sales. Not sure what Q5 is and how advertising during this period can benefit your brand? No worries, we’ve got all the info you need right here!
Read the full report here: TikTok 2024 End of Year playbook.
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