A survey published by Maryland-based ad agency MGH last week reports that US consumers are using TikTok as a tool for researching and purchasing holiday gifts.

MGH surveyed 1,142 American adults who watch TikTok videos on November 13, asking how the platform has influenced their holiday shopping behavior. According to the report, 55% of respondents say they’ve found ideas for holiday gifts this year by watching videos, and 39% have actively searched for new gift ideas while using the app. 

TikTok users also report looking at a wide range of products as part of their search for gift inspiration, including technology gadgets (41%), clothing and apparel (39%), DIY gifts (38%), experiences (36%) and toys & games (33%). Reviews, unboxings and user experience videos have the most influence on MGH’s survey respondents, with 69% saying they’re helpful when it comes to making important gift purchasing decisions. 

These videos can also influence users to purchase items directly from the platform’s TikTok Shop service. Nearly half of all respondents (47%) say they’ve previously purchased products for themselves on TikTok, and that shopping behavior seems to be carrying over to holiday shopping as well—37% have already purchased a gift using TikTok Shops this year.