Luxury shoppers are increasingly turning to TikTok to find product reviews, creator videos, and other relevant content that influences their buying decisions. According to a recent report commissioned by TikTok and conducted by AYTM, seven out of ten luxury shoppers have spent over 1,000 pounds (approximately $1,355) on a single fashion item after viewing peer-led content. The findings reveal that more than a third of TikTok users are more likely to discover high-end brands through user-generated content, with nearly a third finding them via creator videos. Among over 3,000 surveyed luxury shoppers from the U.K., U.S., Italy, and France, 26% wait for creators to review products before making a purchase. Furthermore, one-fourth are inspired to buy used items based on TikTok trends, and a third purchase recommended products featured in creator content.
Despite TikTok's growing popularity as a platform for high-end fashion discovery, the immediacy of purchases remains low. Only about 15% of respondents purchased a luxury item directly after seeing it on TikTok. Instead, shoppers tend to save content to revisit when they are prepared to buy. Research indicates that today's luxury purchases are more influenced by proof and peer endorsement rather than polished marketing. While some TikTok users indulge in high-end purchases, the majority spend significantly less, averaging $59 per purchase and $708 annually on the platform. With a declining positive outlook on the economy affecting luxury spending, reports indicate a potential decrease in personal luxury purchases by 2% to 5% in the coming year, though ultra-luxury items are projected to perform well.