“We anticipated it being one of the top trees. “The tree that went viral is one of our favorite trees,” said Lance Allen, senior merchant for holiday décor at the home-improvement goods retailer. That drew admiring comments, along with some barbs from users saying they couldn’t find the tree. The TikTok effect goes beyond clothing and makeup and has reached holiday decorations.Ĭalled the Grand Duchess surged in popularity after customers started posting videos of themselves setting it up and using its remote-control light settings. Supply-chain company ShopSocial Inc., doing business as Trendsi, says it is working to help retailers get more nimble in filling orders by using a tactic called drop shipping, in which a retailer takes customer orders and has the manufacturer deliver them without the inventory going through its own stores or warehouses. “There’s a bit of allure created there,” she said. Heather Mueller, chief marketing and product officer at transportation technology company Breakthrough, said brands may even get some extra buzz when products get hard to find. Scarce availability doesn’t necessarily scar a brand’s image. “We do our best to hold enough stock to get us through moments like these,” Ms. “While we didn’t officially go out of stock on it, it certainly constrained our lines and put us in the position where we had to invest ahead,” said Olga Schakler, assistant vice president of marketing for the lip category at Maybelline, which is part of L’Oréal Group. Sales of the lip gloss doubled in October from the same month a year earlier, a company spokesperson said. New York got a viral bump this fall when its Lifter Gloss, a lip gloss with a mild plumping effect, sharply rose in popularity online during the back-to-school season. The brand also uses data to monitor trends around the world and adjust supply accordingly. TikTok is particularly popular among the coveted Gen Z demographic.Ĭharlotte Tilbury has sought to adapt its supply chain to respond to customer demand as products go viral, a company spokesperson said. The growing popularity of social commerce has pushed retailers and brands to figure out how to keep the right products in stock at the right time to avoid missing out on sales. Viewers often can click a link to buy an item right away, making the shopping experience nearly seamless-if the product is in stock. The videos present a little likeįor Gen Z as creators prop their phones up and speak right into the camera, showing viewers things like the consistency of a lip gloss, the mistakes they made using a new hair dryer for the first time, or how one color of eye shadow compares with another. Professional content creators on apps like TikTok or Meta Platform Inc.’s Instagram post videos of themselves using items from carpet cleaners to holiday decorations. The app’s algorithm recommends similar videos along those lines as a user watches, including posts from people that user doesn’t specifically follow. Users on the app scroll through a constantly changing feed of videos tailored to their interests, which could include makeup, cleaning products, books or comedy. It was the top downloaded app for people between ages 18 and 24 from the first quarter of 2021 through the second quarter of 2022, the most recent data available, according to Sensor Tower. TikTok is particularly popular among retailers’ coveted Gen Z demographic. The app’s number of daily active users worldwide is up 162% this month compared with December 2019 prepandemic, according to analytics firm Sensor Tower Inc. Social shopping has grown in lockstep with TikTok, the short-form video app that exploded in popularity during the pandemic and is owned by Chinese firm ByteDance Ltd. via social commerce, up from $27 billion in 2020, according to consulting firm McKinsey & Co., which projects sales to reach nearly $80 billion by 2025. About $37 billion in goods and services were purchased last year in the U.S.
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