Nearly one-third of TikTok users have made purchases on TikTok Shop in the past year, with most spending under $50. The survey reveals that shoppers aged 35 to 54 are the most active, driven primarily by discounts rather than influencer culture, while TikTok Live continues to be a leading platform for live shopping.

The concept of "girl math" reflects a broader consumer mindset where shoppers justify purchases as "free" through discounts, rewards, and promotions. This behavior spans all demographics and presents an opportunity for brands to create personalized marketing strategies that resonate emotionally with consumers, enhancing loyalty and engagement.

Requiring customers to complete a small task to obtain discounts can significantly increase sales, with studies showing redemption rates up to 59% higher when tasks like entering a promo code are involved. This phenomenon, known as the Token-Effort Effect, suggests that perceived effort in redeeming a discount enhances the likelihood of purchase, making it essential for businesses to incorporate minimal friction in their promotional strategies.