TikTok has released the What's Next 2024: Shopping Trend Report. 

Bending reality - a critical time is approaching, where users are no longer reacting to reality, but instead, reshaping it. It is crucial for brands to step up and support the overstimulated shopper. TikTok offers a glimpse into what's important to shoppers now – the new emotions, communities, and relationships.

Bending Emotions - consumers seek out brands that recognise their yearning for joy and control in a world bombarded by overwhelming selling.

Key Trend Signals:

• Brandship - brands are going beyond the value of a product, to the values that build friendship-like bonds with consumers.
• Glimmers - mood-boosting shopping lessens the weight of turbulent reality.
• Newstalgia - blending nostalgia with new contexts bridges generations, bringing back old trends to a new audience.

Bending Communities - communities are becoming a new form of self-care, bending bridges of belonging to soothe feelings of loneliness.

Key Trend Signals:

• Buy it for Life - shoppers are leaning on the community to inform higher spending decisions.
• Community Convergence - community curiosities are expanding, and so should brands.
• Shopping Across Borders - TikTok users are curious about what's trending in other regions too, unlocking greater cross market potential.

Bending Relationships - marketers are bending one-way brand/consumer relationships with heightened collaboration and transparency.

Key Trend Signals:

• Comments to Concept - brands that invite customers into the development process are developing stronger bonds.
• AI Eases Everyday - brands and consumers are actively experimenting with AI to resolve decision fatigue in the shopping process.
• Looking for Advice in Finance - consumers are talking about finances more casually.

For the full report, visit tiktok.com.