Eight months ago, Evelyn Nateras was worried about the fate of her small business. Online orders were drying up for her custom T-shirts, coffee mugs and greeting cards, and she wasn't sure she would make it through 2023.
Now the orders are coming in so quickly that she can pay to renovate her dad's truck and save to buy a house for her parents. What changed, the 32-year-old said, is the amount of time she dedicated to marketing and selling her products on TikTok.