ClickZ Stationery | Amazon Conversions Influenced by TikTok Ads—Halo Reveals All

ClickZ Stationery

This week, we're tracking how cross-channel discovery, local moments, and Gen Alpha innovation are reshaping the path to purchase.

• TikTok Shop drives 35% of sales; 42% of Amazon sales influenced by cross-channel ads—Fospha’s Halo tracks it all.

• Stationery Store Day proves local + social = high-intent footfall.

• Wayfair’s July blitz pulls peak season forward—margin tests loom.

• Taggeez taps Gen Alpha with gamified, customizable BTS gear.

⏱️THE MINUTE READ

New Research Uncovering Halo Effect Impact on Amazon and TikTok Shop

Retail growth is no longer confined to brand .com websites. Fospha’s newest report shows customers are shopping across a fragmented mix of web, Amazon, and TikTok Shop, and the data proves it.

In their analysis of $176M in ad spend, Fospha’s research found that:

But the report’s biggest finding? 42% of Amazon sales are influenced by ads on TikTok, Meta, Google, and Snap. Traditional tools miss this impact completely.

To solve this, Fospha built Halo. The report demonstrates how Halo’s daily, full-funnel measurement unifies .com and marketplace performance into a single view, capturing the true cross-channel impact of marketing with Unified ROAS [(Web + Amazon Revenue) / Channel Spend].

👉 Download Fospha’s Halo Report: Measure and Grow .com and Beyond to explore the full data and insights.

📌WEEKLY MUST-KNOWS

RETAIL ACTIVATION
Stationery Store Day Rallies Chicago Independents
Aug. 2 marks the fourth annual event driving foot traffic to mom-and-pop paper shops with limited-edition collabs and in-store experiences. For DTC brands, it’s a reminder that localized drops paired with social-first storytelling can unlock high-intent audiences well beyond paid search.

E-COMMERCE PROMOTIONS
Wayfair Pushes “Black Friday In July” To Clear Inventory
Wayfair ended its off-calendar “Black Friday in July” blitz with discounts of up to 74 % across home and office categories. The move pulls seasonal demand forward while unloading excess inventory ahead of the traditional back-to-school rush. Smaller stationery DTC brands must decide whether to enter the discount race or double-down on value storytelling to avoid margin erosion.

PRODUCT INNOVATION
Taggeez Launches Customizable Stationery For Gen Alpha
Start-up Taggeez unveiled collectible stickers and writable tags that let kids personalize notebooks and pencil cases. The mix of customization and gamified collecting taps Gen Alpha’s appetite for self-expression while creating built-in repeat purchase cycles. Expect back-to-school assortments that blend utility with micro-personalization to command premium price points despite category commoditization.

⚡QUICK READS

International Paper Spares Houston From Cuts: The packaging giant’s latest layoffs bypass its Texas plants, signaling a market-by-market capacity review rather than broad retrenchment.(More)

Costco Drops 24-Day ‘Instant Savings’ List: Bulk pen packs, printer paper and art sets land on deep discount through Aug. 24—brands should brace for B2B buyers stocking early and adjusting Q3 run-rates.(More)

Creative Trends: Ad Age’s round-up of 12 standout campaigns shows humor-first, culture-hacking creative outperforming hard-sell spots—signals to loosen brand guidelines ahead of Q4 tests.(More)

🧠OPTIMIZATION HUB

RETAIL INNOVATION
Google Introduces AI-Powered Business Review Summaries in Chrome for Enhanced Shopping
Google's new feature in Chrome displays AI-generated summaries of online store reviews, accessible by tapping an info icon next to the URL. This tool, listing star ratings and summaries, offers consumers a straightforward view of retailer reputations. It's vital for brands to ensure positive Google reviews to influence purchase decisions, as this feature prominently highlights customer feedback during site visits.

DIGITAL MARKETING STRATEGIES
Marketing Tips for Uncertain Times
In times of economic uncertainty, maintaining marketing efforts on Pinterest is crucial for long-term success, as the platform reaches a broad, actively shopping audience. By leveraging awareness campaigns, performance marketing solutions, and AI-driven tools, marketers can optimize engagement with high-intent shoppers while emphasizing value-based messaging to align with changing consumer budgets.

ClickZ is a ClickZ Media publication in the DTC eCommerce division