Sarah Baus, a content creator on TikTok, holds a sign that reads, "Keep TikTok," outside the U.S. Supreme Court Building in Washington, D.C., on Jan. 10, 2025, as the court hears oral arguments on whether to overturn or delay a law that could lead to a ban of the social media platform in the U.S. TikTok’s future could be decided this week, with the deadline for a sale or ban of the popular video-sharing app set for Sunday. (Allison Robbert/The Washington Post via Getty Images)
Upon entering The Box SF, a private event space and speakeasy in San Francisco with its own antique shop, visitors are greeted by the sight of more than 15 million vintage knick-knacks on the store’s walls, floors and countertops.
These items, dating as far back as the 18th century, range from posters and stationery to furniture and old books. It’s a “museum where everything is for sale,” said Mark Sackett, who opened the space in 2018.
For young shoppers interested in old movie posters and antique jewelry, The Box SF is an oasis of fairy lights and vintage treasures. But if you asked Sackett about his customer base only a few years ago — before several viral TikTok videos made the shop one of the city’s must-visit places — he said he would’ve told you “30 to dead.”
Sponsored
“When we started doing those TikTok videos, they just took off for us in a big, big way,” Sackett said. “Our demographic is now 18 to dead. It’s everybody. We have all these young girls coming in here, taking selfies and they love it.”
For many local business owners, social media apps such as TikTok have become the go-to platform for marketing and advertising, and many are concerned about losing connections with their customers if TikTok disappears. A bipartisan federal law, signed by President Joe Biden in April 2024, requires ByteDance, TikTok’s Chinese owner, to sell the app or face a ban in the United States.
California Attorney General Rob Bonta speaks during a press conference announcing a bipartisan coalition of attorney generals filing lawsuits against TikTok for violation of state consumer protection laws on Tuesday, Oct. 8, 2024, in San Francisco. (Minh Connors/AP Photo)
Many lawmakers are concerned that ByteDance could allow the Chinese government to access Americans’ data to conduct surveillance, spread misinformation, and influence public opinion. The wildly popular app, which has 170 million monthly users in the U.S., will be banned on Sunday without a reprieve from the Supreme Court or legislative action.
A report on Tuesday by The Information said the app would go dark entirely if the Supreme Court upholds the law rather than allow current users to continue accessing it.
Straus Family Creamery, a Sonoma County dairy company, has amassed a large following on TikTok. Meryl Marr, vice president of marketing at Straus, said the platform allowed the dairy to build authentic relationships with content creators, which translated into increased business.
The creamery went viral last year when a creator, whose account is dedicated to milk, praised its “cream top” whole milk and reusable glass bottles.
“Since going viral, sales have gone up 15 to 20 percent,” Marr said. “What really worked for us is that we were picked up by a local consumer who was not a paid influencer. She just had interest in our product, and we fostered that relationship. We had a genuine connection with her.”
Marr said TikTok is an important way for businesses to reach new audiences and create loyal customers. She said business has been so good that the creamery has struggled to keep up with demand.
On Tuesday, U.S. Sen. Edward Markey (D-Mass.) introduced legislation that could potentially delay the ban by 270 days. Bay Area Rep. Ro Khanna (D-Fremont) signed onto the bill.
“A ban on TikTok violates the free speech of 170 million Americans and hurts the livelihoods of creators and small business owners who use the app,” Khanna said in a Tuesday press release. “We need laws to protect Americans’ data, but banning TikTok is not the answer.”
Sackett, who attributed his store’s increased revenue to TikTok, said he understands concerns over possible security breaches. If there is a danger, Sackett said people should take that into serious consideration before opposing the ban.
Many local business owners depend on TikTok as a key platform for marketing and advertising, expressing concerns about losing customer connections if the app is banned or disappears. (Dan Kitwood/Getty Images)
However, while there may be allegations of China using TikTok to steal information, David Evan Harris, a Chancellor’s Public Scholar at UC Berkeley, said other social media platforms have faced similar accusations without reprimand.
“If you look at the hearings that were held in Congress where TikTok’s leadership was questioned, there seemed to be very thinly veiled cases of highly xenophobic, anti-China sentiment that were not presented as objective national security issues,” he said.
At a time when local journalism is on the decline, according to Harris, TikTok provides local businesses with an important tool for attracting customers. If more resources were dedicated to uplifting local reporting, businesses wouldn’t have to rely on social media to get the word out, he said.
The Box SF already has accounts on Instagram, Pinterest and other social media platforms, and Sackett said that businesses should diversify their social media presence.
“If TikTok ends up going away, if we’re not able to update it, how will we reach out to Gen Z and this entire community that we’ve built? We have to decide,” Marr said. “We’re waiting to see what will happen in legislation.”
lower waypoint
Stay in touch. Sign up for our daily newsletter.
To learn more about how we use your information, please read our privacy policy.
In a new memoir, Sonny Vaccaro details his legendary career in sports marketing — starting with signing Michael Jordan to Nike. The book is titled “Legends and Soles: The Memoir of an American Origina...