Christmas is indeed the 'most wonderful time of the year' especially for Filipinos. The celebration can begin as early as the 'Ber' months begin.
With that in mind, TikTok wants to be part of the festivities and ring in the Christmas season early on TikTok platform so that users can have a cool experience when looking for inspiration, entertainment, and holiday shopping.
TikTok users love the festive period, with 81% gathering with friends and family, another 74% giving gifts, and 66% celebrating with Christmas parties according to a TikTok commissioned survey on Christmas & New Year behaviors in the Philippines conducted by Toluna in 2024. It is a period of togetherness, community and celebration.
Aside from bonding with family and friends during the holiday season, Filipinos are also fond of giving gifts. Notably, many start their shopping as early as September, making them twice as likely to begin preparations earlier than others.
For brands, this early shopping trend underscores the importance of being available and accessible from the start of the season. Consumers are actively researching and engaging with brands well before the peak holiday period, and those that establish an early presence are more likely to succeed during the season.
TikTok has become a central hub for holiday celebrations, offering users a comprehensive platform to discover new brands and products for the festive season according to a TikTok commissioned study conducted by Kantar Profile on shopping behaviors during shopping season in SEA in 2024. When it comes to entertainment, an equal percentage of users find TikTok's holiday content engaging and enjoyable, making it a key destination for festive fun. Additionally, 77% of users turn to TikTok for their Christmas shopping needs, making it a one-stop destination for all things festive.
To effectively connect with TikTok's diverse shopping audience, brands should consider the four distinct shopping personas that emerge on the platform during Mega Sales according to a TikTok commissioned study conducted by Kantar Profile on shopping behaviors among TikTok users in the Philippines in 2024.
- Bargain Hunters: These users are focused on finding the best deals, often researching prices and seeking out vouchers. 74% of them use TikTok more than once a day, with 78% shopping weekly on e-commerce platforms. They are twice as likely to look for affordable alternatives, such as product dupes.
- Inspirational Shoppers: Known for discovering new brands and trends, these users make shopping an exploratory experience. 78% of them use TikTok daily, and 82% shop weekly. They are 1.2 times more likely to shop on social media, with 86% trusting recommendations from their communities.
- Effortless Shoppers: Convenience is key for these users, who prefer quick and easy shopping experiences. 73% of them are daily TikTok users, with 76% shopping weekly. 80% appreciate fast, hassle-free checkouts, aligning them closely with e-commerce platforms that offer streamlined services.
- Purposeful Shoppers: These users prioritize brands that align with their values, particularly those that emphasize sustainability. 77% of them use TikTok more than once a day, and 80% shop weekly. They are twice as likely to shop on brand-specific websites and are 2.8 times more likely to purchase products that foster a sense of community.
One of the most anticipated events during the holiday season is the Mega Sales, and TikTok users are eager to take advantage of the deals. Last year, 84% of TikTok users participated in these sales events, and this year, they are 2.3 times more likely to increase their spending on TikTok compared to non-TikTok users according to the study by Kantar Profile. This trend highlights TikTok as a preferred platform for bargain hunters during major sales periods.
The enthusiasm for prolonged shopping offers brands to connect with bigger audience. The key takeaway for brands is to establish a presence early and maintain visibility even after Christmas.
"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," said Paolo David, Philippine Brand and Partnerships Head at TikTok.
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