Earlier this month we learned that TikTok shop is now the same size as eBay, and that in the US, TikTok Shop sales are up 120% since the first half of 2025. 

TikTok shop is just one component of shopping on the platform, #TikTokMadeMeBuyIt is still a prevalent hashtag across all social platforms. It’s safe to say that TikTok is behind many of the biggest global shopping trends this holiday season.

One of the many ways that algorithmic life has changed our behaviours, is that due to the FYP we no longer have as many shared cultural moments. 

Where historically there would be clear ‘must have’ gifts that people were almost universally aware of, nowadays viral products can have tens of millions of views and still most people won’t have heard of them at all.

This fracturing of cultural shopping trends, and the speed at which they change makes it impossible to say that overall, these are the products that are trending up dramatically this year.

Instead we’ve looked at three specific categories and communities to understand the products that are having a moment this holiday season. 

#Fashion: The Quarter Zip

The humble quarter zip is having a moment. It’s gotten so big that it’s become a trend in its own right. 

Below you’ll see the growth on TikTok globally around #quarterzip over the last three months. You’ll see that it came out of nowhere in the second week of November and quickly began to dominate the category. In just the last two months it’s amassed 963 million views, and nearly 45k videos. 

Things have started to cool down slightly over the last week and the meme based peak has now passed, but that doesn’t matter as it’s still translating to sales. 

The next chart shows Google search data around the term ‘quarter zip” and although we usually see a bump on searches in Winter, they are nothing like the peak that we’ve since this month. 

This is a perfect example of a quick trend driving a massive peak in search interest, and ultimately sales.

#Booktok: Brimstone by Callie Hart

Next we’re moving our attention to the cultural behemoth this is Booktok. It’s no secret that booktok is the reason that Romantasy is front and centre in bookshop displays across every country, but what about specific books that are trending up this holiday season?

The clear answer (and this years enemies-to-lovers, romantasy darling) is Callie Hart’s sequel to her bestselling “QuickSilver”, Brimstone.

You’ll see from the charts below, that since the books release on November 18th, it’s racked up 18k videos and nearly 40 million views. Over the last two weeks, 3% of all posts that mentioned #booktok also mentioned #brimstone.

This is also translating to sales, as verified by both the Google search peak, and the fact that the book is currently number one in the Amazon charts. 

You could argue that this popularity is due to the book being the second part in a series, but the first part rose to infamy due to TikTok too!

#FragranceTikTok: Hair Perfume

FragranceTikTok or Perfumetok is itself an offshoot of beautytok, but is one of the fastest growing subcategories globally. By now, you’ve probably heard about (and seen in your local Sephora) Gen Z’s obsession with gourmand fragrances, and now they’re taking it to a whole new level with hair perfume. 

#hairperfume has amassed over 126 million views over the last two months and a huge chunk of this growth is coming from one brand alone. 

Kitsch are dominating the hair perfume category on TikTok right now, in the last two weeks 15% of all posts that mentioned #hairperfume also mentioned #kitschhairperfume. This is unheard of for a brand!

Kitsch have long been the haircare choice for younger millennials and Gen Z, but since they launched a variety of gourmand scented hair perfumes, they’ve gone stratospheric.

Although it’s much easier to buy Kitsch direct from the brand on TikTok (they love utilising a TikTok live shopping event) we’ve also seen a 25% increase in Google searches for Kitsch hair perfume year on year.

How can you use this data?

TikTok wants you to get specific into your niche, your audience and their interests, there’s no longer one big thing, there are thousands of big things every week, depending on what you’re interested in. 

Get yourselves a good social listening tool and start tracking the categories you care about, and look at the hashtag overlap data to expand your searches.

Happy trend hunting!