TikTok Shares Luxury Marketing and Purchase Behaviour Report

New research from TikTok, based on a study of some 4,000 luxury buyers via AYTM, shows that the motivations behind luxury purchases are changing. Rather than expressing status, today’s shoppers – especially younger ones – appear more interested in how luxury aligns with identity, self-expression, and emotional connection. This trend is prompting luxury brands to rethink how they approach content and engagement on TikTok.

One of the key findings is how discovery and decision-making are increasingly intertwined on the platform. Roughly 58% of users who search for luxury content will save posts to revisit later, while about 43% will follow through by visiting a brand’s website after viewing such content.

The data also reveal changed attitudes among what defines “luxury.” Nearly half of TikTok’s luxury audience now define it more as self-expression than status, associating luxury brands with individuality and authenticity. Many shoppers say they buy luxury items simply to reward themselves, with hashtag trends like #selfgifting seeing a major upswing in use. Most notably, many shoppers specifically turn to TikTok as a product discovery tool with the intent to buy, meaning that they’re already in-market for a luxury purchase.

For brands, TikTok offers four strategic stages to tap into this shift: “Listen” to how heritage and identity are being reinterpreted; “Lure” your audience with emotionally resonant content; “Loop” by encouraging remixing and user participation; and “Lift” relationships by making consumers feel acknowledged and supported.

Additional data gives a clearer picture of the potential. In the UK, US, France and Italy, 38% of luxury buyers on TikTok discover brands through user-generated content, and 32% through creator-made video content. Around 26% say they wait for creator reviews before committing, and many also engage through the comment sections for validation – on questions like fit, craftsmanship, or even pricing.