Understanding the Forces Behind Trend-driven Shoppers

One viral video can change everything. Trend-driven purchases are fueled by social media posts, cultural events, and the need to have what’s popular and attractive at any given moment. 76% of global social media users say that social content has influenced a purchase decision. With the right data analytics for their audiences, retailers can optimize retail demand planning and prevent stockouts, ensuring shelves stay full when the next big trend hits.

This post is the third in our series on eight shopper profiles.

Today’s focus:

TikTok Tracy — the kind of shopper who spots a trending mascara on her “For You” page and wants it in her cart tonight.

What Drives Shoppers Like Tracy?

Tracy lives for the moment. She’s switched on, connected, and driven by the excitement of the latest trend. When she discovers a viral product, she shops wherever she can get her hands on it.

Tracy is motivated by:

• Social media influence: TikTok, Instagram, and influencers dictate what’s on her radar. A single buzzy post is enough to send her searching for a specific version, brand, or product.

• FOMO (Fear of Missing Out): Tracy doesn’t want to be the last to try the thing everyone’s talking about. She acts quickly to secure the latest must-haves.

• Instant gratification: She expects fast access, whether in-store pickup, same-day delivery, or immediate availability on shelves.

• Novelty and sense of discovery: She loves discovering new brands and products, especially those fueled by TikTok retail trends.

How Can Retailers Win Over TikTok Tracy?

Retailers that can anticipate trends, and keep their shelves stocked, are the ones best positioned to capture Tracy’s attention. Effective retail inventory management and data-driven decisions help transform viral moments into real-world sales before the trend cools off.

1. Closely Monitor Social Media Signals to Forecast Demand

Tracy’s shopping list is shaped by social media trends that move at lightning speed. Retailers who rely solely on past sales data risk missing out on sudden demand spikes, leading to costly stockouts.

Modern market data analytics platforms can analyze new products and hot items to identify product trends early. For example, a beauty retailer sees a surge in TikTok mentions of a specific lip oil. With that insight, they can adjust their demand planning to fast-track inventory orders and prioritize distribution to high-traffic stores, ensuring shelves are stocked when Tracy comes looking.

2. Shift Inventory Quickly to Meet Viral Demand

Viral trends don’t hit every location evenly. While one store may sell out of a trending product, another might have stock sitting idle. This presents a challenge for modern retail inventory management.

This proactive approach to out-of-stock prevention keeps retailers ahead of shopper expectations and protects revenue from lost sales. Understanding how viral trends impact supply chain collaboration between retailers and suppliers can ensure that you maximize the impact of viral marketing.

3. Create Eye-catching Trend Zones In Stores

Tracy loves shopping in physical stores, especially when displays feel connected to what she sees online. Trend-driven merchandising can turn curiosity into purchases and help retailers who want to learn how to avoid out-of-stocks by driving awareness of available inventory.

4. Optimize Digital Experience for Fast Discovery

Tracy is as fast online as she is in store — and she won’t spend time endlessly hunting for products she’s seen on her feed. Make it easy for her to search, discover, and check out quickly while ensuring accurate inventory visibility to stay as fully stocked as possible.

For example, Tracy is searching a retailer’s app for “viral blush stick.” Liquid Data Engage, can surface trending products that can be used to inform the Retailer's search engine as well as help them tailor their media based on these TikTok retail trends and the shopper profiles interested in them.

Identify Your TikTok Tracy Shoppers and Stay Ahead of the Trend Curve

TikTok Tracy might seem unpredictable, but her behavior follows clear patterns: social influence, urgency, and the need for instant access. Retailers who integrate retail demand planning with real-time trend monitoring and agile inventory management can win her loyalty — and become her go-to source for the next big thing.

With Circana’s Liquid Data Engage, retailers gain the tools for proactive retail inventory management, out-of-stock prevention, and data-driven decisions that keep shelves stocked with trending products. From viral lip glosses to the latest tech gadgets, Liquid Data Engage helps retailers stay ahead of TikTok retail trends, turning social buzz into measurable sales. Discover how Circana can help you engage all your shopper profiles and thrive in a trend-driven world.