More Gen Z and millennial shoppers than ever are turning to TikTok, Instagram and other sites to find and buy gifts this season.
Baron, 27, derives a certain satisfaction in “finding those little things and little brands” that could easily be overlooked. But her TikTok videos of curated gift ideas tap into a crucial and increasingly younger audience: People who do their holiday shopping — from inspiration to purchase — on social media.
. That’s a significant leap from the 49 and 46 percent, respectively, recorded in 2021. Even Gen X and boomers have warmed up to the trend, the study found.shoppers say they get “inspiration and ideas” from the sites, according to aby the IBM Institute for Business Value, in association with the National Retail Federation.
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