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TikTok Shop is by far the fastest-growing e-commerce platform. As of March, it’s been beating Amazon and Temu as the fastest-growing social media shopping platform. Shopping is largely affected by outside events – political, social, or otherwise. Consumers are making very specific choices when it comes to their money-spending habits. For many Gen Zers and Millennials, especially, it feels like one of the only ways to make one’s voice heard amongst recent political events is by controlling where their money goes. American politics, particularly recent events, and ideological shifts, have influenced product trends and what is popular on TikTok Shop, with notable spikes in politically charged content, especially books on fascism, communism, and anti-fascist thought.
The Rise of TikTok Shop
After launching in 2023, TikTok Shop has attracted over 47 million shoppers. Each day, shoppers spend a total of $32 million. Like Temu or Amazon, the shop offers a plethora of items to purchase at low prices and uses TikTok’s influencers and creators to promote a product. The creator then gets a small commission. For creators, TikTok Shop offers another income stream, which, amongst real fears of an imminent recession, is a big factor in selling on the platform. Even small creators are making big money on TikTok Shop.
Be sure to take a look at How TikTok Users are Manipulating the Algorithm for Good.
For the average TikTok user, TikTok Shop offers a combination of shopping and entertainment, which many call “shopertainment.” This “shopertainment” on TikTok Shop follows the same algorithm as TikTok. It will continue recommending products you have viewed or bought in the past, tailoring your TikTok Shop advertisements to you. TikTok also pushes certain products to go viral, ensuring a spike in sales for certain products.
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Politically-Driven Shopping Habits
TikTok Shop – and TikTok as a whole – features a heavy Gen Z and Millennial presence. This demographic, especially, is feeling the brunt of American politics, whether it be the aforementioned fear of a recession or other valid fears of discrimination. Political TikToks, especially those offering reading materials and other anti-fascist products, have become very popular on TikTok Shop. For example, the book On Tyranny by Timothy Snyder went viral on TikTok. The book, which interprets modern politics and encourages its audience to resist tyranny at all costs, has been promoted by creators all across the platform. This, along with other books such as The Origins of Totalitarianism, How Fascism Works, and similar titles that reference and interpret the political climate, have gone viral.
@tomesandtextiles You need a copy of On Tyranny by Timothy Snyder in your library #ontyranny #timothysnyder
TikTok Shop has seen a surge in books categorized under political theory, social commentary, and dystopian fiction.
Some trending books include:
- It Can’t Happen Here by Sinclair Lewis
- Fascism: A Warning by Madeleine Albright
- 1984 and Brave New World are rebounding in popularity.
American Politics: The Cultural Pulse Driving Purchases
Recent political events such as the January 6th insurrection, the overturning of Roe v Wade and the 2024 election have consumers looking to purchase not only books but other products that help them through dire political events.
Some creators are even going as far as to pronounce the need for survival tools. One influencer hooks her audience in, telling them to imagine that “shit has hit the fan in America and you’re the only one who didn’t get this $10 survival tool.” She then shows a device that can start a fire as well as has screwdriver heads and a carabiner. With over 25,000 likes, this tool, popular on TikTok Shop, is definitely getting people’s attention.
@iambrittrose This should be strapped and ready to go on everyone’s bug out bag! #survivaltools #preppertok #prepper #survivalskills #tiktokshopfinds
Survivalist and “living off the grid” books have also become popular. Another creator promotes a book that shows you how to charge your phone without electricity. Those who are preparing for the worst are flocking to products like these.
Take a look inside the “Dinosaur Time” TikTok trend here.
Political Identity as Aesthetic and Lifestyle
Some TikTok Shop items are showing us how political identities are a core piece of self-expression – from online persona to the clothes someone wears. Protest tees and other forms of political expression through clothing are by no means new ideas. They have become a part of what is popular on TikTok Shop.
@irenee_helen Ladies need this 🫵🔥 #womensrights #womensupportingwomen #femalerageshirt #femalerage #feminist #rgbshirt #idissent #rgb #womenempowerment #womenpower #womenshirt #girlpower #feministshirt #wheninjusticebecomeslaw #ruthginsburg #shirt #viralvideo #trending #fvp
One TikTok captioned “ladies need this” shows a women’s rights protest before transitioning to a t-shirt sporting a feminist slogan.
@funofficetee This shirt is a tribute to our feminists 💪🏻💪🏻💪🏻❤️❤️❤️ #women #woman #feminism #feminist #prochoice #humanrights #womenshealth #shirt #womenrights #mybodymychoice
Other creators are promoting similar merchandise, with one influencer sharing a sweatshirt. She captioned her video, “will be wearing this sweatshirt for the next 1,470 days.”
@kcrward10 My husband said it was the perfect sweatshirt for me 😘💙 #women #womenempowerment #fthepatriarchy
The clothes and merchandise that are popular on TikTok Shop are more than trends — they’re pieces of self-expression that marketers and consumers alike need to understand.
The Influencer Marketing Angle
It makes sense that amidst the tumultuous political climate, consumers want to buy items that not only help them understand the world around them, but also foster forms of self-expression in a climate that seems to be putting a damper on self-expression.
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Yet, for some, influencers and influencer marketers capitalizing on an unstable political climate can leave a bad taste. Some creators are using their personal experiences with politics and political education to platform important and progressive ideas in addition to the actual products being marketed. Still, there is debate on creators sharing their personal experiences versus using their platforms to capitalize on political fear and trauma. Authenticity is key, and it’s not ethical or wise to capitalize on political turmoil and fear.
[1]Thumbnail contains Barry Blitt’s New Yorker cover “The First Hundred Days.”
References
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