Without TikTok, Saint Honor , a doughnut and pizza shop in Las Vegas, or Vivoli Gelateria , a shop in Florence, Italy, known for its fancy affogatos, might not be on the bucket lists of the travelers who now line up down the block for their treats. A majority of our customers come from TikTok, said Alexandra Lourdes, 40, an owner of Saint Honor. We rely solely on it for marketing our small businesses here in Las Vegas, and we are very nervous about losing business.

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