The digital landscape has shifted this festive season

Younger, Gen Z, shoppers are turning to TikTok as a core part of their Christmas gift-finding process. Instead of browsing traditional gift guides, they scroll through viral videos, trending products, and creator recommendations to spark ideas.

Data from Salesforce highlights this trend: 76% of Gen Z use social media to discover products, and 74% report regularly using TikTok as a search engine, making it a key destination for Christmas shopping inspiration.

From tutorials to product reviews, life hacks, and local recommendations, TikTok is now the starting point for discovery for many, with 60-second videos explaining concepts and results faster and more vividly than text ever could, leaving viewers influenced by recommendations from creators who showcase product demos and post authentic reviews.

You don’t search, you stumble

TikTok works for them because it feels effortless. You don’t just search - you stumble upon ideas, trends and recommendations from people that feel authentic (almost like a friend). The everyday person showing you a new skincare product or a creator reviewing the latest gadget feels more trustworthy than a generic webpage - especially in an era where trust is not something Gen Z find easy to come by.

For Gen Z, Christmas shopping is all about discovery. They don’t always start with a specific gift in mind - they want inspiration, fresh ideas, and those unexpected ‘hidden-gem’ finds. TikTok’s algorithm makes this feel effortless.

e.l.f. on the Shelf… and Trending on TikTok

Beauty powerhouse e.l.f. Cosmetics excels at TikTok marketing by consistently leveraging influencers and brand partners who provide authentic reviews and engage their audiences in genuine conversations about new product launches.

This approach is amplified during the Christmas season, with stronger calls-to-action and a focus on driving purchases through their TikTok Shop. The firm behind the brand claims e.l.f. has experienced 16 consecutive quarters of net sales growth through TikTok.

From Search to Discovery

The way we ‘search’ is changing. Gen Z aren’t just looking for answers - they’re looking for a connection that sparks inspiration.

That’s why TikTok isn’t just a platform anymore, it’s a lens through which they view the world, and if brands and creators want to reach them, you need to meet them there.

This change isn’t just a trend, it’s a transformation in our digital behaviour.

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