While I’ve never bought anything on TikTok, I have made lots of bad-decision Facebook purchases. In many cases, it’s not that I’m falling for a scam, but that the item purchased looks a lot better online than it turned out to be in real life.

On TikTok, however, the dangers of getting scammed are real.

Emily Stallings, co-founder of U.S. e-commerce brand Casely, is urging shoppers to think twice before adding the latest trending finds to their Christmas lists.

Content tagged #holidaygiftideas increased by 248% between August and September, while #giftsforwomen content rose by 440% over the same period, according to figures released by TikTok in October 2026.

However, as more consumers turn to social media to discover presents, Stallings warned that a product’s popularity doesn’t necessarily reflect its quality, reliability, or suitability as a gift.

“TikTok has made it easier than ever to discover unique products, and some of the most interesting gift ideas come from smaller brands that shoppers might never have found otherwise,” she told TheStreet.

There are, however, serious risks.

“There’s a big difference between a product looking impressive in a 30-second video and actually delivering what it promises. When you’re buying something as a Christmas gift, you also need to think about the seller, the quality, and what happens if the recipient wants to return it,” she added.

5 tips for buying holiday gifts on TikTok

Stallings shared five tips for anyone looking to buy a gift on TikTok this holiday season.

1. The reviews are almost suspiciously perfect. A product with hundreds of glowing reviews might look reassuring, but shoppers should examine the feedback more closely. Repetitive wording, vague praise, or a lack of detailed customer experiences can be reasons to investigate further. Research published by YouGov in January 2026 found that 59% of U.S. adults would avoid an unfamiliar retailer if its reviews appeared fake or excessively positive.

2. The product only looks impressive in short videos. Carefully edited demonstrations can make gadgets, accessories, and beauty products appear more effective than they are in everyday use. Consumers should look for independent reviews, longer demonstrations, and customer photographs showing what the product actually looks like outside promotional content.

3. It’s unclear who is selling the product. Viral items often appear across multiple listings, sometimes from different sellers offering similar-looking products. Checking the seller’s identity, customer service information, and full product specifications can help shoppers avoid purchasing an imitation or receiving something different from what they expected.

4. Every recommendation seems to come from an influencer. Sponsored posts and affiliate partnerships aren’t inherently unreliable, but consumers should understand when a creator may benefit financially from a purchase. Looking for clear advertising disclosures and seeking independent opinions can provide a more balanced picture of whether a product is worth buying.

5. The return policy doesn’t cover Christmas. A gift purchased in early November may fall outside a seller’s standard return window by Dec. 25. Before ordering, shoppers should check holiday return extensions, refund conditions, and delivery estimates, particularly when purchasing from unfamiliar or overseas sellers.

Be wary of the promises made on TikTok.

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TikTok can be a source for gifts

I’m wary of buying gifts on TikTok. There’s no real way to vet what you’re buying, unless you know someone who has already purchased the item.

The opportunity for scams is very high.

RTM Nexus CEO Dominick Miserandino thinks that you shouldn’t automatically dismiss buying a gift on TikTok, however.

“It’s personal and leaves a human touch, and it’s the way a lot of online shopping is happening outside of the USA,” he told TheStreet.

Retail expert Maurie Backman thinks that TikTok offers some strong price points, which could tempt shoppers.

“TikTok can lead to impulse buys, seeing as how many Americans are struggling financially due to rampant inflation,” she told TheStreet.

But she warns people to be cautious.

“It’s not necessarily a smart idea to purchase something because you’ve seen a cute video about it. Also, TikTok creators want to make money, so they may prioritize high-energy reviews over honest evaluations. In other words, you could end up wasting money you didn’t even have to begin with,” she shared.

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