While a TikTok gift guide won’t have much influence on what’s selling in jewelry—in general, the featured products appear much more of the moment than any enduring jewelry style—it may offer some insight into reaching a younger generation of consumers this holiday season.
Trending products on the platform—a phenomenon tagged as #TikTokMadeMeBuyIt—comprise items users are currently raving about, inspiring their followers with their positive reviews to give them a try. While many of the products are in the beauty category—various foundations make up the majority it—there are a handful of products that allow us to glean some intel.
Take, for example, the top trending lipstick—Clinique’s Black Honey. First introduced in 1971, it’s making a huge comeback thanks to one TikToker who sent the shade into a frenzy. It quickly sold out in beauty supply stores over the summer, making it an in-demand stocking stuffer for the holidays. The point? Seventies jewelry seems to be making waves with many generations of buyers as of late too. What a cool marketing trick that would be, to offer this in-demand lipstick with jewelry purchase.
Gap hoodies are also one of the must-have products on the list, just proving that people are going nuts for ’90s fashion. I mean, what’s more ’90s than the Gap? Fresh reinforcement that the coolest decade is still going strong, witness the number of ’90s jewelry trends we’ve covered here on JCK this year.
Kendra Scott was one jeweler who actually made TikTok’s list, and it’s all thanks to a sorority at the University of Alabama. When #BamaRush started trending earlier this year, pledges and sisters sharing their outfits of the day (#OOTD) prominently featured goods from the jewelry brand. The result? Skyrocketing sales for Kendra Scott, in the form of a 20% increase in weekly revenue.
According to TikTok, a survey showed 83% of TikTokers said they come to the platform for product reviews, while 67% said they were inspired by the community to shop. There’s massive potential for brands in that. It goes to show the power of a TikTok influencer—really, of the entire platform’s community—if you could manage to get your product in front of one.
You can check out the full gift list here for your own ideas on how to promote your favorite jewels this year. It’s crunch time!
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