TikTok has released its newest “What’s Next” shopping trend report, which draws on user activity data to help advertisers engage more closely with their followers by creating content that resonates.

Digging into the shopping trends that TikTok predicts will dominate next year, the report details trend signals about consumer spending habits, creative strategies for advertisers and users, and case studies and brand examples that produced desirable outcomes on the platform. Like most business information from a social media app, the TikTok report can be useful across multiple channels.

While “revenge shopping”—consumers playing “catch-up” after several spending less during the pandemic—was heavy last year, TikTok predicts an increase in mindful spending in the upcoming year, especially in the face of economic uncertainty and inflation.

That doesn’t mean consumers won’t be shopping. They will just be do so more thoughtfully and strategically, inspired by good feelings and product durability, according to TikTok.

“Whereas forecasters in the economy, science, and politics continue to be tossed around by the instability of prediction, shoppers are optimists, willing their own opportunities,” the report says. “In the past, consumers reacted with spending motivated by revenge and doom—using our wallets to buy back the time and memories we lost on the outfits we could’ve worn or experiences we could’ve had. Now consumers are loud budgeting, adopting funflation, and building buy-it-for-life communities, willing our own opportunities and bending our reality, no matter our wallet size.”

This bodes well for jewelers, an industry that is adept at selling a feeling, sentimentality, and everlasting goods. Communicating that message—the feel-good, steadfast power of jewelry—through your creative content seems the best way to adapt to the trends cited by TikTok, particularly as the holiday season approaches.

Consumers are also evidently leaning toward brands that are deeply committed to the same values, going beyond just a brand name and its products and building “friendship-like bonds with consumers,” says TikTok. Efforts like developing reusable packaging and highlighting beauty diversity are popular among consumers, as is offering product that fits the definition of “mood-boosting shopping.”

One shopping trend in the TikTok report that’s key to the jewelry industry is “buy it for life”—or as it’s referred to on social, #bifl. By seeking out items expected to last in both durability and style, consumers can feel good about spending their money on something that won’t be passé in the blink of an eye.

TikTok also notes that international shopping is growing, offering opportunities for brands to connect with potential new customers around the world.

(Image via TikTok)

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