As the Christmas season approaches, TikTok is becoming an integral part of the festive experience for many Filipinos. The platform is increasingly where users turn for inspiration, entertainment, and, most notably, 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 behaviours in the Philippines conducted by Toluna in 2024. It is a period of togetherness, community, and celebration. After all, it’s the most wonderful time of the year, and the community wants to spend it with their chosen people.


Early Holiday Shopping on TikTok

Outside of spending time and celebrating with loved ones, shopping is the most common activity for TikTok users, with almost 60% spending time shopping for the holidays. 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 is the celebration destination for the holidays

TikTok has become a central hub for holiday celebrations, offering users a comprehensive platform for discovery, entertainment, and shopping. A significant 81% of Filipino TikTok users rely on the platform to discover new brands and products for the festive season according to a TikTok commissioned study conducted by Kantar Profile on shopping behaviours during shopping seasons in Southeast Asia 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.


Understanding TikTok’s Diverse Shopping Personas

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 behaviours 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.


Mega Sales: A Highlight for TikTok Shoppers

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 TikTok commissioned study conducted by Kantar Profile on shopping behaviours during shopping seasons in the Philippines in 2024. This trend highlights TikTok as a preferred platform for bargain hunters during major sales periods.

The enthusiasm for holiday shopping extends beyond just the Mega Sales. TikTok users are 1.9 times more likely to spend more on Christmas gifts this year compared to last, and 1.3 times more likely to continue shopping into the new year. This prolonged shopping period offers brands an extended window of opportunity to engage with consumers. Moreover, users are twice as likely to increase their spending on beauty and personal care gifts, presenting a valuable opportunity for brands in these categories to connect with an enthusiastic 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.