The UK government’s consultation on social media age restrictions for under 16s signals significant changes for online retailers, particularly in social commerce. While targeting younger audiences may face new challenges, ecommerce businesses can turn to the growing ‘kidult’ demographic as a powerful strategic focus for sustained growth.
Regulatory Shifts: The Evolving Social Commerce Landscape
Recent regulatory proposals, following examples like Australia, aim to limit social media access for users under 16, directly affecting platforms such as TikTok Shop and Instagram Shop. These changes will alter how brands engage with younger consumers, potentially reducing direct social commerce touchpoints. Ecommerce businesses reliant on youth-driven sales will need to adapt their strategies to remain competitive in this shifting environment.
The “Kidult” Phenomenon: A Robust Social Commerce Opportunity
“Kidults”—young adults with interests traditionally associated with children—represent a significant and growing ecommerce segment. In the UK, this group accounts for £1 in every £3 spent on toys, with 43% of young adults purchasing these goods for themselves. Their active presence on platforms like TikTok fuels their participation in the ‘joy economy,’ driven by nostalgia and trend-inspired collectibles. Brands such as Jellycat and PopMart exemplify successful engagement with this demographic, capitalizing on their desire for escapism and community.
Activating “Kidult” Engagement in Social Commerce
To capture the “kidult” market, ecommerce businesses should adjust their marketing to emphasize nostalgia and trend participation while shifting focus from children to young adults. Optimizing product discovery and purchasing flows on social commerce platforms frequented by this group is essential. Furthermore, branding and content must align with adult interests, fostering community around collectibles and shared experiences within the “kidult” space.
