New European and US research from TikTok and AYTM shows how the luxury market is evolving to adapt to younger generations with 70% of the luxury buyers on TikTok having spent over £1,000 on a single fashion item.

The social media company spoke to over 3,000 adults across the UK, US, France and Italy and said that “younger consumers are helping luxury brands unlock growth”, and those brands “are using social platforms to reach new audiences and convince shoppers that their products are worth buying”.

TikTok said it “has become one of the fastest-growing channels for discovery, decision-making and direct purchase in luxury fashion”. That reflects broader industry patterns, with around two-thirds of those polled citing social media — rather than traditional offline media — as their entry point into the category.

The study summed it up saying that for first-time luxury buyers, “the journey no longer begins with a storefront, but with a scroll”. 

TikTok users are more likely to discover luxury brands via social user-generated content (38%) and creator videos (32%) as creators help decode everything from craftsmanship and pricing, to fit and styling, “helping audiences navigate luxury with clarity and confidence”. In fact, 26% of TikTok luxury shoppers said they wait for creator reviews before buying, and a third (32%) discover brands through creators.

And it’s interesting that “the conversation continues in the comment section, with luxury buyers increasingly going there for validation, asking for authenticity checks, sizing advice and peer recommendations”. A 113% annual increase in comments on luxury fashion content “highlights how community discussion is becoming a crucial part of the decision-making process”.

The company said that while sales of global personal-luxury goods declined by 2% in 2023, Europe grew by 3% to an estimated €110 billion, “driven in part by younger consumers who are embracing luxury through digital-first channels”. 

Some 15% of users “have purchased a luxury fashion item directly after seeing it on the platform, while many more save content, revisit it, and return ready to buy”.

We’re also told that one in four luxury shoppers now purchase second-hand items inspired by TikTok trends, while one in three act on personalised recommendations surfaced via creator content. “As Gen Z and Millennials — on track to control 60% of luxury spend by 2026 — prioritise transparency, identity and authenticity, TikTok has emerged as a key channel for luxury brands to tap into these priorities with audiences,” the company said.

And it’s interesting that 47% of its users now define luxury as a “form of self-expression, rather than status, associating it with empowerment and individuality”. Meanwhile 59% of luxury shoppers on the platform say their main reason for buying is to reward themselves. Hashtags like #selfgifting have seen a 110% surge in video views, “highlighting the emotional motivations driving this new mindset”.

Kristina Karassoulis, UK head of luxury at TikTok, said: “This research shows that what drives luxury purchases today isn’t polish — it’s proof. People want to hear from peers, not just brands. TikTok has become a place where credibility is built in the comments section and the path to purchase now runs through creators, conversations and community insight. It’s the spark that luxury brands can’t afford to ignore.”