The findings, which are based on a sample of 1,242 adults carried out in Great Britain through Kantar Research Express, also found that 25% were eager to see adverts on YouTube, up five percentage points from last year.

TikTok Shop was launched four years ago, and the research said that 18% of people were looking forward to seeing festive adverts on the platform in the weeks ahead.

However, television was still the number one method of consuming adverts, with half of adults due to watch adverts on screen.

In addition, 18% were looking forward to hearing adverts on the radio, up from 12% last year, and 13% were keeping an eye out for newspaper and magazine adverts.

However, Kantar warned that advertisers will need to strike a careful balance this Christmas, with 58% saying that festive adverts put pressure on the to have the perfect Christmas day. 

Also, 78% plan to shop around for the best offers and one in three adults ( 32%) are expected to buy gifts on second-hand online marketplaces like eBay and Vinted, while 35% also plan to visit charity shops. 

Lynne Deason, head of creative excellence at Kantar, said: “The media and retail landscape is much more fragmented today and it’s never been so important for advertisers to have a consistent presence across different channels. 

“Advertisers have to be everywhere nowadays – our data shows that campaigns which are present in five channels deliver more than three times the returns of those seen in just one or two channels.”