How TikTok is becoming a mainstream holiday shopping tool

A new survey shows a growing number of consumers will use TikTok as a holiday shopping resource in a variety of ways. According to a new survey of U.S. consumers from direct-to-consumer  e-commerce company ESW, 53% of respondents ages 18-29 (including older members of Gen Z and the youngest millennials), will use TikTok as a holiday shopping resource, and 25% will leverage TikTok to source specific gifts.