TikTok Shop set for festive boom as one in four Brits to shop on platform this Christmas

A quarter of Brits (25%) say they will buy their Christmas gifts on TikTok Shop this year - a figure that rises to 45% among 16–34-year-olds - as shopping via social channels has gained huge traction since TikTok Shop launched in the UK four years ago.

That’s according to new research from marketing data and analytics business Kantar, which also found that one in four adults are eager to watch Christmas ads on YouTube, up five percentage points on 2024.

Six in 10 consumers say that Christmas ads put pressure on having the perfect day, and ‘value’ is clearly now top of mind as 78% plan to shop around for the best offers.

Additionally, one in three adults surveyed said they will buy gifts on second-hand marketplaces like eBay and Vinted this Christmas, while 35% plan to visit charity shops.

Lynne Deason, Head of Creative Excellence at Kantar, said: “The media and retail landscape is much more fragmented today and it’s never been so important for advertisers to have a consistent presence across 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 research suggests that consumers are increasingly looking forward to seeing Christmas activity from brands on social channels. As well as planning to shop on the platform, 18% of people say they’re looking forward to seeing festive ads on TikTok too.

However, TV still dominates the golden quarter, with half of adults saying they’re looking forward to seeing ads there, holding steady year-on-year. Radio has leapt in popularity this year as well, with 18% of people ‘excited’ to hear campaigns on the airwaves - up from 12% in 2024.

Print ads also still play a part for some consumers, with 13% looking out for ads in their favourite magazines and newspapers.

Deason added: “Advertisers have to be everywhere nowadays. Our data shows that campaigns which are present in five channels deliver more than three times the returns of those seen in just one or two channels.

“Tailoring content for slots is important, but the real key to success is to have a powerful idea that joins it all up – a glue that that holds a whole campaign together and makes it stick in people’s minds.

“The most effective campaigns feel distinctive, they avoid the Christmas tropes and they have the brand and what it stands for at the heart of it. The job isn’t to advertise Christmas; it’s to shape what people think and feel about the brand so they’re more likely to choose 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 study was conducted in Great Britain via Kantar Research Express, an omnibus survey that’s conducted online. A sample of 1,242 adults aged 16 and over - weighted to represent the UK’s adult population – were interviewed between 14–16 October 2025.

Last week saw M&S land on TikTok Shop as part of its strategy to expand its digital presence and engage with younger audiences.

The move marks the retailer’s first venture into TikTok’s rapidly growing e-commerce platform, where beauty products are among the most popular categories.

The M&S TikTok Shop will initially feature a curated selection of beauty items, including the Apothecary Hand Lotion, products from the SKINKIND range, and home fragrance lines such as Discover.