With the end-of-year retail season just around the corner, a groundbreaking report from TikTok reveals a significant transformation in South African shopping behaviour during Q4.
Once primarily defined by mega sales events like Black Friday, the festive shopping season has shifted to a prolonged, emotional experience embraced by community engagement, product discovery, and the pervasive feeling of FOMO (fear of missing out).
The findings, drawn from an extensive analysis of shopper behaviour, highlight a departure from traditional spending patterns.
More than half of purchases occur outside major sale periods, indicating a continuous momentum that spans from October to December.
According to TikTok’s data, the feeling of joy (42%), relief (43%), and satisfaction (38%) dominates the shopping landscape, underscoring Q4’s nature as a period rich in emotional discovery and the spirit of giving.
“The end of year shopping season is no longer just about discount-driven moments. It’s about building connections with communities through discovery, entertainment, and culture,” Jochen Bischoff, Head of Global Business Solutions, Africa, TikTok said.
He noted that an impressive 9 out of 10 South African shoppers take immediate action after encountering Q4-related content on TikTok.
“They don’t just shop during Black Friday or Christmas, they shop daily, and they do it with joy, urgency, and inspiration.”
With a global user base of over 1 billion, TikTok is more than just a social media app; it is a powerful platform for brands to engage authentically with consumers.
The report identifies five distinct shopper personas emerging on TikTok.
These range from Hunters—price-conscious planners—to Curators, who are trendsetters influenced by creators, Sprinters—impulsive buyers, Explorers—experience-driven shoppers, and Occasional Shoppers—those seeking gifts for specific events.
This segmentation is critical, as each persona interacts with content differently, making tailored storytelling vital for brands looking to connect meaningfully with their target audiences.
In 2024, the platform’s dual role as both a search engine and a source of inspiration became evident, with 82% of shoppers actively searching for shopping content on TikTok, and 78% passively discovering products through the app’s For You Page. Millions of transactions have been linked to TikTok activity, as shoppers explore a vast range of categories—encompassing fashion, beauty, electronics, food & beverage, travel, and gifting.
As brands prepare for Q4, TikTok encourages a shift in strategy: brands must show up early, remain consistent throughout the season, and engage with their audience authentically.
The platform provides a suite of creative and commerce tools, such as Smart+ and Symphony, designed to help brands build successful campaigns.
“TikTok isn’t just influencing what people buy. It’s changing how they shop, creating a multiplier effect for businesses and helping them reach communities in new ways,” Bischoff added.
As the festive season approaches, businesses are urged to embrace the emotional and community-driven nature of shopping on TikTok, leveraging the platform to create connections that can lead to long-term success rather than focusing solely on short-term gains.
BUSINESS REPORT
