WhereChristmas listsareshaped
-andshopped
September2025|Manchester
1
Stateofthenation
Thecontextweʼrealloperatingin
2 TheTikTokopportunity Theplaceforshapinglists+shoppinggifts
3 Full-funnelframework Turnheads,winhearts,unlockwallets
4 TikTokxAdanola FiresidechatwithHarrisonKirkness
Thestateof thenation
Greenshoots ofgrowth
1.2% IMFforecasts UKgrowthin20251
Walletsdown!
Arealityof restraint
38 cancoveressentials, buthavenothingleft forluxuries
1in5 %
%
39 ofBritsfeelfinancially comfortable % arestrugglingtomake endsmeet
93Kposts
#TARIFFS #TRADEWAR #ECONOMY BRACINGFOR IMPACT
58Kposts
599Kposts
343Kposts
222Kposts
137Kposts
Asavingstateofmind
44
Consumerssay theywanttosave moremoneythis year1 67 K
#passiveincome, no.1trending hashtagpostin financeinthelast 120days3
Merry Christmas, right?
Joymakesthecut!
2025hasshownus…
Whenculture
getsweird,
thetillstillringsforjoy!
#PitbullConcert
Hashtagvideoviewsincreased
fromMaytoJune2025
PitbullmaniasweepstheUKashis ticketsselloutinminuteswithpeople dressingupinbald-capstoseeMr WorldwideinLondon
Baldcaps
420% Increasein salesforthis packon TikTokShop
#UKHeatwave Hashtagvideoviewsincreased
fromMaytoJune2025
Inflatable pools +276%
Inordersforinflatable swimmingpoolsonTikTokShop
#Labubu
Numberofvideosposted
68,000
DuringH12025
From figurineto fortune
LabubuFansFormLongLine OutsideHarrodsforCreator
Year-on-yearrevenuegrowth
Andthispropensityto spendcontinuesintoQ4
Cautious splurging
77
Consumersplanto spendthesameor morethisChristmas 31 38 % %
Ofthoseplanningto spendthesameor moresayitsbecause theywillbuymore giftsthisyear %
Ofthoseplanningto spendthesameor moresayitʼsbecause theyʼvebudgeted moremoneyto balancepricerises
Butthebattle forbasketsis REAL
Thepowerofproofandprice
50 reportspendingmoretime researchingproductsor servicesonlinethantheydid 12monthsago[1]
41 readconsumerreviewswhen researchingproducts[2]and61% relyonthesewhentheyhave lesstimeforresearching[3]
Valuehunting
% %
77 wouldratherwaitforaproduct tobeonsaleinsteadofpaying fullpriceforitnow[4]
58 spendtimelookingforthebest deals,with34%sayingtheyuse pricecomparisonwebsitesand 51%usingdiscountcodes[5]
Fromsearchtocertainty
‘reviewʼ
+160%YoY
‘saleʼ/ʼdealʼ/ʼofferʼ/ʼpromo/discountʼ
+40%YoY
Mariahʼsnottheonlyone startingearliereachyear
Bargainhuntingbeginshere
Cybermonth begins BlackFriday
Loyaltyʼson theline…
43 ofconsumerssaidtheyshoppedwitha retailerorbrandthatwasdifferenttotheir usualretailer/brandlastChristmas1
25 Shoppedwithabrandnew retailer/brandthattheyʼd nevershoppedwithbefore lastChristmas2
% % %
48
Saidthereasontheyshopped withdifferentbrands/retailers wasforbettervalueformoney
Switching sticks
89% ofthosewhoswitchedbrands/retailerslast Christmascontinuedshoppingwiththemafter
Lostnow, lostforever
Whatshall wedo?
Whilstconsumersaredeciding
Differentiate
Twomoves towinthe season
Standout,bedifferent,butina waythatmatterstoconsumers
Whenconsumersaredecided
Reducefriction
Makeiteasyandseamlessfor consumerstobuyfromyou
Whilstconsumersaredeciding
Differentiate
Twomoves towinthe season
Standout,bedifferent,butina waythatmatterstoconsumers
Whenconsumersaredecided
Reducefriction
Makeiteasyandseamlessfor consumerstobuyfromyou
Differencedrivesdevotion
1in3
Friction costs customers
Sayaquickandeasyonlinecheckout processisapurchasedriver
10% ofonlineshoppers,whohaveabandoned anonlinepurchase,saythecheckout processbeingtoolongwasareason
Fullfunnel, fullpotential
TheBrandAdvantage
MedianrevenueROIincreasewhen movingfromaperformancestrategy toamixedapproach
ThePerformancePenalty
MedianrevenueROIdecreasewhen movingfromamixedstrategytoa performanceonlyapproach +90% -40% Performance Strategy Equity Strategy Performance ANDEquity Strategy
Enter TikTok
Whereyoucan…
Win hearts Unlock wallets Turns heads
TikTokhelps brandsstand out,
delivering
TikTokallowsyoutodrivedifference
paysoff System1showsthatads sparkinghappinessor surprisedrivethestrongest engagementonTikTok
+15%
upliftinsentiment foradsthatevoke happinessand surprise
% agreeTikTokis wherebrandscan showpersonality
Distinctiveproducts,distinctivegrowth
Waitrosewinswithdifference
+13.2
AdRecallfromearly branding+emotionalpull % +4.3
PositiveAttitudeuplift fuelledbyadistinctive Easterrange %
+2.3
PurchaseIntentdriven byemotionallyintense creative %
TikTokmakesthecustomerjourneyeasy
Removingfriction
Sources:1.
MNewcustomersaleson TikTokShopduringlast year'sCyberMonday andBlackFridaysales2
TikTokexposureboostsrepurchases
Turningfirst-time buyersinto regulars
75% morerepeatpurchases fromTikTokusersvs. non-users
Source:TikTokMarketingScienceGlobal Long-TermValueofaTikTokUserStudy 2025US,UK,BR,conductedbyKantar
Thereason?
TikTokuniquelydelivers whatconsumerswant
Hyper-relevant entertainment
77% ofTikTokuserswatch whateverthealgorithm suggests,4.4xmorethan othervideostreaming platforms1 .
Short-form
70% Short-formvideois consumersʼfastest growingentertainment choiceand70%of userssayTikTokhas becometheirgo-to destination2.
Thepowerofchoice
74% 74%ofviewersagree thatskippablevideos makethemmore engagedinthe experiencevs. unskippable3.
DiscoveryCommerce
TikTokisthecreativity-powered,AI-fuelled growthenginethatturnsdiscoveryintomeasurableimpact
Howusersusuallycomeupwithgiftideasforspecialoccasions
In-storebrowsing
Browseonlinestoresormarketplaces
TikTok
Recommendationsfromfriendsandfamily
Onlinesearchengines
Askthepersondirectlywhattheywantorneed
haveanideawhattobuythem
DiscoveryCommerce
Limitless
scroll (andsearch)fosters limitlessdiscovery
Trendingproducts
Thebirthplaceof ‘must-haveʼitems
Giftideas
Presentsasuniqueasthe recipient
TikTokconnectsyoutoconsumers anddrivesresultsthroughthefunnel
TopFunnel
64%ofTikTokusershavediscovered newproductsorservicesonTikTok[1]
MidFunnel
55%ofTikTokusershaveactivelysearched ontheplatformformoreinformationabout brandsorproducts[2]
MidFunnel
55%ofTikTokuserssaytheyfollowlinkson TikToktodiscoverproductsonbrandwebsites[3]
BottomFunnel
61%TikTokusershavemadeapurchaseeitherdirectly onTikTok,oronlineafterseeinganadonTikTok[4]
YourFestiveFull-Funnel Framework
Yourfestivefull-funnelframework
TURNHEADS WINHEARTS UNLOCKWALLETS
Captureattention bystandingout with awareness-driving formats
Createmeaningful connectionswith consumersand driveintentwith considerationdrivingformats
Convertintentto actionwith frictionless commerce solutions
FestiveFull-FunnelFramework
TurnHeads
Withourawareness-drivingsolutions
Whatarethebestproducts toTurnHeadsonTikTok?
Launch,manageandoptimiseyourvideostodrivebrand awarenesswithyourtargetedaudience Always-On
Premiumplacements
Drivethemostimpactfuland engagedreachavailableonTikTok
OnlyonTikTokcanyourbrand showupnexttothehighest qualitycontentandunlock associationwiththebestof culture
Craftthumb-stoppingandhead-turningadcreativeforyourplacementswith:
Theevidence
Increaseinbrandrecallwhen usinghighimpactproducts TopViewandPulse)1
69%
Moreeffectivethanother mediaindrivingbrand awareness2
Increaseinpurchaseintent3 8.2%
5.7 %
1.TikTok NAPower Slides analysis, 20212023. n=5473
2. Kantar’s global LIFT+ (CrossMedia) database, 2019-2023 based on 873 global campaigns
3.TikTok Msci Data Science, Multi-objective Optimization toAchieve Effectiveness and Efficiency, NorthAmerica, 2024
Havealleyesonyouwith TopView
TopViewreachesaudiencesrightwhentheytapinto TikTok,allowingyourbrandtobethefirstcontentseenonourplatform.
Whenlaunchedduringmoments,brandsusingTopViewsaw:
+30%
increaseinunaidedrecall
Delta(Exposed–Control)
Delta(Exposed–Control) +47%
increaseinaidedrecallin brandorproductmentions
Source:TikTokMarketingScienceGlobal,TheTikTokBlueprintforTentpoleSuccess2024,conductedbyMagna
TopView
LookFantastic's BlackFriday breakthrough
TheResults Purchases
LOOKFANTASTIC improvedlowerfunnel performance: +218% +21% -21%
Officialmomentscontentfirst, thenyouradnextwith PulsePremiere
PulsePremiereguaranteesadjacencytothecontentcreatedby officialpublishersofmoments. Whenlaunchedduringmoments,brandsusingPulsePremiere saw:
increaseinbrand favourability Delta(Exposed–Control) +13%
areasamplingofthePulsePremierepublishers.
PulsePremierePublishers&Moments examples
Source:TikTokMarketingScienceGlobal,TheTikTokBlueprintforTentpoleSuccess2024,conductedbyMagna Publishersnoted
IntroducingPulse CustomLineups
Effectivelylandyourmessage alongsideacarefully-craftedbespoke lineupofTikTokʼshottesttrending, brandsuitablecontent,curatedwith thehelpofGenerativeAItofityour specificmarketingneeds
Andshinebrighterwith NEWinteractiveadd-ons
InteractiveAddOnsarecreativeoverlayformatsthatenhancevideoadswithmoreengaging featuresandstorytellingpower.
LuckyGiftBox
Multi-Video
Product Highlights
3DImmersion MotionLift
FestiveFull-FunnelFramework
WinHearts
Withourconsideration-drivingsolutions
Whatarethebestproducts toWinHeartsonTikTok?
LandingPageViews
Bringuserstoyourwebsite.
Weʼllshowtheadtouserswhowill stayandengagedirectlyonyour website.
FocusedView
Usevideotoshowyourbrandʼs value. Weʼllshowtheadtousersthatare goingtoengagewithyourcontent.
Stillneedtoproduceeffectivecreative?
Effortlesslycreateon-brand,canʼt-missadsyouraudienceloves,using: Creators + SponsoredDestinations
Combiningobjectivesdrives 2xhigheruniquepurchaser lift1
LPVcombinedwith conversioncampaignsdrive 30%moreefficientCPAs2
Combiningobjectivesdrives 1.7xhigherpurchaselift1 2x 30% 1.7x
1.
Fromviewersto brandfans
TikTokCreatorshelpbrandsstandoutand deepenconnectionduringPeakmoments, earningaplaceinpeopleʼsminds-andhearts.
Collaboratewithcreatorsvia
65% ofusersagreedthat whenshoppingonline, theyalwaysrelycreator recommendationsto decidewhattobuy 64%
afterwatchingCreator advertising,64%of TikTokuserssaidthey wouldbuytheproduct
Package ContentSuite
Turnfanmoments intospaces
SponsoredDestinationstransformpeak attentionintoimmersivebrandhubs, keepingfansengagedlonger.
BrandedMagicHub
BrandedSearchHub
Analytics&InsightsPlatform
TikTokMarketScope
Identify,understand,andactivateyouraudiencesacrossevery stageofthefunnelonTikTok
Seewhatmatterswithaunifiedviewofpaidand organicperformance
Advanceyouraudiencewithbehaviouralinsights thatmovethemthroughthefunnel
GrowGMVbycombiningmarketinsightswith yourbrandperformancedata
14-16X Higherconversionrate withinthenext30 daysforhigh-intent audiences
Source:TTMSanalysisSEA2025Feb-March
Brand Consideration Ads
Buildtomorrowʼscustomerstoday
Seewhatmatterswithaunifiedviewofpaidand organicperformance
Advanceyouraudiencewithbehaviouralinsights thatmovethemthroughthefunnel
GrowGMVbycombiningmarketinsightswith yourbrandperformancedata +64%
Increasewithin30 daysinShopGMV
Source:UKCPGBrand-RanBrandconsiderationadscampaign inJuly
SearchAds
PerformanceMultiplier
20%
Moreconversions,atsimilaror betterCPAwhenrunningin-feed +SearchAdsCampaign
18% Ofuserswhodonʼtconvert fromanin-feedad,later convertonSearchAds
ForYouPageprovides maximumdiscoverability ForYouPage
SearchPage
SearchAdsallowsyouto reachhighintentusers lookingforyour brand/services
Complimentwith partnershipsolutions
Aheart-led,creator-powered campaignthatinvitestheTikTok communitytospotlightthe everydaypeoplewhoshouldbe celebratedthisholidayseason.
TikTokʼsseasonalmusic-first creativeplatform,aplayful, sound-oncelebrationthat invitesbrandstoco-createthe soundtracktoChristmasinthe wayonlyTikTokcan. Themediafirstactivation,that enablesadvertiserstoownthe mostpremiumdaysthis
FestiveFull-FunnelFramework
UnlockWallets
Withourseamlesscommercesolutions
GuessworkthisChristmascancostyou performance
Astruggleoffindingnew customers…
Notenoughbudgettodo rigoroustesting...
Making35decisionswhenrunning andoptimisingcampaignsmanually1 ...
Waitingweekstofindout whatperformswell…
Low-performingcreativesarenot pausedontime…
AI-poweredmarketing: Thegiftofgrowth
TikTok'sAImakesiteasiertokeepup-it'sadaptiveefficient,andbuiltforrealresults. Itfindstherightpeople,learnsfromengagement,anddeliverswhatworkstofuture-proofyourbusiness.
Unwrapmoretimethispeakwith AI-poweredautomation
Simplifiedcampaignsetup
Averagetimesavingsreportedbyadvertisers usingSmart+vs.manualcampaign.1
Smart+can drivefestive ROIfurther thanmanual campaigns
HigherROASon averageforSmart+ campaignsvs.manual TikTokcampaigns.1 +36%
HigherincrementalROASfor Smart+campaignsvs.manual lower-funnelcampaigns.2 5.1x
Onesolution, endless possibilities
Smart+providesonesolution foryourmostcommon businessobjectives
GrowSales
GrowSaleswithcatalog
GenerateQualityLeads DriveAppEngagement
LevelUp Performance WithSmart+Catalog
Smart+CatalogAdsofferscompelling shoppableadformatstodrivesales
Carousel
Singlevideo
Catalogvideo
Choosetheright Smart+solution
UseSmart+Catalogtoreachandretargetcustomers
UseSmart+Webwhennocatalogisavailable
Strengthenyour signals
ImplementbothpixelandeventsAPI.
TogethertheyimproveCPAby15%
Aimfor70%+ matchrate
Ensureyourcatalogmatchesatleast70%ofevents (pixeloreAPI)foreffectivedynamicads
Startwithyour best-performing videos
Upload6+top-performingvideosfromthelast7to21days intoSmart+andrefreshweeklywith2to3newcreatives
Bestperformancestartswithdailybudgets ofatleast£1,000 05
Setdailybudgets at50xCPA
Donʼttouch duringlearning
Donʼtadjustbudgets,bidsortargetingduringthisphase
Continueto optimiseyour productfeed
Refreshhourly,usehigh-qualityimages, andensurecataloguecompleteness
Runstructured tests
RunA/BtestofSmart+Catalogvs.manualCatalog campaignsforatleasttwoweekstoevaluateupliftinCPA andROAS
Scalecreative efficiently
LeverageSymphony/TikTokOnefor quickadaptationandvolume
Keepcampaigns always-on
KeepSmart+Catalogalways-onduringpeakseasonto captureconsistentlower-funneldemand
UnlockWallets:TikTokShop
Maximisereturnsfrom TikTokShop
Findsleaned-inaudiencesacross theForYouPageandShopTab
Maximisesyourtotalsalesrevenuefrom organic,paidandaffiliateefforts
Leveragesbuilt-inbestpracticesanduses predictivedecisioningAItooptimisecampaigns
UnlockWallets:TikTokShop
Fromfirstlooktofinalcheckout
TopView
Showcaseyourbrand immediatelywhenusersopen TikTok.Capitaliseonthe upfrontplacementtotellyour brand'sstoryinasplashy moment.
+
GMVMax
Maximiseprofitabilityby seamlesslyintegratingall availablecreativesatscale andoptimizing bothpaidand organictrafficforyourTikTok Shop.
Theevidence moreliftinconversionrates whencombiningTopView withcommercesolutions1 +87%
Recap:Yourfestivefull-funnelframework
TURNHEADS WINHEARTS UNLOCKWALLETS
Captureattention bystandingout with awareness-driving formats
Createmeaningful connectionswith consumersand driveintentwith considerationdrivingformats
Convertintentto actionwith frictionless commerce solutions
Letʼswrap thisup
MakeeverymovecountthisChristmastowinQ4
You! Thank