1 / 4 of Brits (25%) say they may purchase their Christmas items on TikTok Shop this yr – a determine that rises to 45% amongst 16–34-yr-olds – as procuring through social channels has gained large traction since TikTok Shop launched in the UK four years in the past.
That’s in accordance to new analysis from advertising knowledge and analytics enterprise Kantar, which additionally discovered that one in four adults are keen to watch Christmas adverts on YouTube, up 5 share factors on 2024.
Six in 10 customers say that Christmas adverts put strain on having the right day, and ‘value’ is clearly now prime of thoughts as 78% plan to shop round for the most effective gives.
Additionally, one in three adults surveyed mentioned they may purchase items on second-hand marketplaces like eBay and Vinted this Christmas, whereas 35% plan to go to charity retailers.
Lynne Deason, Head of Creative Excellence at Kantar, mentioned: “The media and retail panorama is way more fragmented at the moment and it’s by no means been so necessary for advertisers to have a constant presence throughout completely different channels.
“TikTok Shop is becoming an integral part of that mix, and has the power not only to drive sales but to build brands for the long term by making them feel more meaningful and different from the competition.”
Kantar’s new analysis suggests that buyers are more and more trying ahead to seeing Christmas exercise from manufacturers on social channels. As properly as planning to shop on the platform, 18% of individuals say they’re trying ahead to seeing festive adverts on TikTok too.
However, TV nonetheless dominates the golden quarter, with half of adults saying they’re trying ahead to seeing adverts there, holding regular year-on-year. Radio has leapt in reputation this yr as properly, with 18% of individuals ‘excited’ to hear campaigns on the airwaves – up from 12% in 2024.
Print adverts additionally nonetheless play an element for some customers, with 13% searching for adverts in their favorite magazines and newspapers.
Deason added: “Advertisers have to be in every single place these days. Our knowledge exhibits that campaigns that are current in 5 channels ship greater than 3 times the returns of these seen in simply one or two channels.
“Tailoring content material for slots is necessary, however the actual key to success is to have a strong concept that joins all of it up – a glue that that holds an entire marketing campaign collectively and makes it stick in folks’s minds.
“The handiest campaigns really feel distinctive, they keep away from the Christmas tropes they usually have the model and what it stands for on the coronary heart of it. The job isn’t to promote Christmas; it’s to form what folks assume and really feel in regards to the model in order that they’re extra doubtless to select it over a competitor.
“Mostly, people want ads to make them feel good. Humour can act as rocket fuel for advertising effectiveness and is much more popular as an approach to Christmas advertising than the tear jerkers we had got used to seeing.”
The examine was performed in Great Britain through Kantar Research Express, an omnibus survey that’s performed on-line. A pattern of 1,242 adults aged 16 and over – weighted to signify the UK’s grownup inhabitants – have been interviewed between 14–16 October 2025.
Last week noticed M&S land on TikTok Shop as a part of its technique to increase its digital presence and interact with youthful audiences.
The transfer marks the retailer’s first enterprise into TikTok’s quickly rising e-commerce platform, the place magnificence merchandise are among the many hottest classes.
The M&S TikTok Shop will initially function a curated number of magnificence objects, together with the Apothecary Hand Lotion, merchandise from the SKINKIND vary, and residential perfume traces such as Discover.