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Filipinos are ready to spend this dry season — TikTok

Mobile video platform TikTok revealed that app users in the Philippines are raring to spend and enjoy the dry season this year. Based on a survey conducted by Teluna, TikTok found that 48% of its 43.4 million app users in the country are interested in making a purchase on or from TikTok in the next three months.

From fashion to travel to food, app users have been preparing for their getaway at least months ahead of their plans and trips.

“(The dry season) is a huge opportunity for brands as user behaviors present clear guideposts that brands and marketers can use to create greater engagement and activation,” Life Dawn Cervero, vertical lead, TikTok, Philippines. 

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Among the top trending hashtags on TikTok during the first quarter of this year are #traveltiktok, #sunset, #Boracay, #staycation, and nature. These could be indications that Filipinos are looking forward to taking advantage of the sunny weather for their outdoor activities.

As of January 2023, the TikTok Summer Trends and Insights report reveals that users are looking forward to shopping 1.4 times more compared to the year before, during summer sales; while 47% of users have planned their summer holiday purchases at least a month in advance. 

Travel, fashion, food

According to the report, three in four users are planning to travel either within the country or overseas with family (77%). 

With the dry season comes the opportunity to enjoy the beach and nature. According to the report, 81% of TikTok users are planning to buy fashion products while the majority, at 87%, are willing to spend more if there are special summer discounts and promos. 

F&B is also hogging the headlines on the video platform with 66% looking forward to buying seasonal eats and sweets as well as refreshing drinks. About 68% expressed desire to see new menu items and product launches on the platform during summer.


“With TikTok, there are infinite opportunities to convert as brand discovery and community content work together to create a loop that amplifies reach, awareness, and participation. This leads to greater conversion as users are inspired to try products, promote them on the platform, and contribute to sales growth,” Cervera said.