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Research shows that 60% of Gen Z, those born from 1997 to 2012, and 56% of millennials born from 1981-96 will do at least some holiday shopping on TikTok, Instagram, YouTube and similar apps, according to the consulting firm Deloitte. That s a significant leap from the 49% and 46%, respectively, recorded in 2021. Even Gen X and boomers have warmed up to the trend, the study found.