New data reveals the brands that dominated TikTok hauls in 2023 – SHEIN named top brand

• New research reveals which popular items and brands appeared most often in TikTok shopping hauls in 2023 – SHEIN crowned top
• The data looked at the top 50 most-watched home and fashion haul TikTok videos to find the most popular items, where they’re from and what they cost
• While the kitchen was found to be the most common room that creators purchased items for, the garden proved least popular
• A marketing expert reveals why we’re influenced to buy some items and not others in 2023

New research has analysed the top 50 most popular TikTok clothing and home hauls of 2023 to reveal which products and brands influencers buy most often.

The research, carried out by journey advertising platform illumin, analysed the top 50 most-viewed TikTok videos under clothing and home hauls to identify which brands and products appeared most frequently – and how much they cost.

SHEIN was the brand that appeared most in the #hauls, accounting for 42% of the total products listed across home and clothes hauls, with an average cost of $9.33 per item.

The company, which is valued at 100 billion USD, has exploded in popularity in recent years, proving particularly popular with customers aged 18-34, who make up 57% of shoppers.

The second most popular brand across clothes and homes was H&M, accounting for 8.2% of total products featured in #hauls. At the same time, Boston-based online marketplace Temu was the third-most popular brand, attributing 7.7% of items featured.

Top 10 Most Popular Haul Brands

Of homes and clothes hauls, the latter proved to be the most popular – and the most expansive – as fashion videos featured the highest number of products overall.

Despite a variety of items featured in the videos, tops were found to be the most purchased product, which indicates consumers favour versatile and low-maintenance clothing items.

Speaking on the findings, an illumin spokesperson said: “Tops are far more versatile than dresses and ‘bottoms’ since they can be mixed, matched, and accessorized in different ways. It makes sense that tops are the most popular clothing item in #hauls as it signifies a shift in consumption culture towards pieces that have more versatility.”

Bottoms were the second most popular clothing item, accounting for over a quarter (26.3%) of products shown, with tailored trousers and cargo pants proving more popular than jeans.

The expert says: “Jeans have long been falling out of favour with younger shoppers, who have shunned the once-popular skinny jean in favour of more comfortable, tailored pieces.

The rise of working from home has also contributed to this, with workers opting more for comfort over style. This has prompted a rise in trends like quiet luxury and minimalism, as shoppers opt for diverse pieces over those that require a lot of styling.”

TikTok home hauls showed a similar pattern to their clothing counterparts, with SHEIN also the top brand, accounting for half (50%) of the home items featured. Temu was found to be the second most popular retailer, with 17.5% of items, while Amazon Home featured third at 12.5%.

Top 10 Most Popular Fashion Haul Brands

When it comes to what type of items home shoppers purchase, kitchenware was the most popular, making up 36.2% of items listed, with home accessories following in second at 30% and office accessories in third at 11.2%.

On the other end of the scale, garden items only contributed 1.2% of the total haul, proving to be the least popular.

The expert says this could be due to younger people living in urban centres with no access to gardens, meaning these products are the least beneficial for brands to market: “younger people are more likely to live in high-cost cities, meaning this age bracket has less access to green areas and gardens, indicating fewer young people need gardening equipment. This will result in fewer brands partnering with influencers to promote this product or pushing ads on social media platforms like TikTok.

“The house plant boom has also likely contributed to this trend, which has seen millennials and Gen Z’s bring nature inside.”