TikTok Shop customers spend more at lower ticket apparel retailers

Access TikTok and Panel data in Dash.

TikTok Shop customers spent 26% of their apparel wallet on Off-Price Department Stores and 11% on Fast Fashion in the 12-months ended February 2024, compared to 24% and 7% for the average shopper. Conversely, TikTok Shop users spent less than their peers at middle-to-higher end apparel retailers, with 22% of their apparel dollars going to Mid-Tier Department Stores, 14% to General Apparel, and 5% to High-End Department Stores compared to 25%, 16%, and 7% for the average shopper. This dynamic suggests brands selling lower average ticket apparel items may stand to benefit most from this new shopping outlet.