The power of the TikTok holiday gift guide – Glossy.co

Every year, starting in November and running into December, the holiday gift guides run rampant. But this year, more young consumers are turning to TikTok for their holiday shopping ideas as an informal alternative to the official guides put out by retailers and consumer publications. The #christmaswishlist2021 hashtag on TikTok has been viewed more than 34 million times, #christmaslist2021 has 10 million views and #christmas2021 has more than 800 million views. Many of the videos tagged under these hashtags are set to “Here Comes Santa Claus” by Gene Autry or “Santa Tell Me” by Ariana Grande. And they show a montage of desired products, mostly focused on apparel, accessories and electronics. A survey of some of the top posts under the hashtags shows a few common brands. Converse, Jordan, Lululemon, Ugg and Alo Yoga are among those shown in multiple videos that have been liked more than 300,000 times apiece.  The gift guide videos of Leah Williams (@leahsgiftguides) who has 487,000 followers, highlights Lululemon and Dior, among others.  Publications like the New York Post and ET have even taken to publishing gift guides entirely based on recommendations from TikTok creators.  Last year, the pandemic-fueled boom in online holiday shopping —…
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