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The onset of December brings about the home stretch of holiday shopping. One key consumer trend that has continued to gain prominence this year is the growing sway of influencers and social media among not only younger consumers, but older ones as well. With holiday shopping entering its peak, how much of a role is social media playing in gift buying this year?
New survey data from CivicScience indicates that 54% of holiday shoppers report having either already used social media to help find gift ideas (11%) or are likely to do so (43%). Given their higher overall engagement on social, Gen Z and Millennials unsurprisingly lead the way in turning to social media for gift support. However, this does not mean that Americans who are 45+ should be overlooked. In fact, 38% of Gen X (45-64) holiday shoppers and 27% of those 65+ also say they’ve either used or will likely use social media for gift inspiration this year.
Social Media to the Rescue?
Many holiday shoppers using social media for gift research are likely doing so because they struggle to decide what to get for those on their list. As much as 83% of gift-buyers using or planning to use social media for inspiration say there is at least one person on their holiday shopping list who they consider to be ‘difficult to find gifts for.’ This far outpaces non-users who feel the same (62%). Additionally, over half say there are multiple people on their list whom they consider hard to find gifts for.
Clothing and Home are Key Priorities
Users and intenders of social media for holiday gift research are nearly 3x as likely as non-users to plan on buying gifts related to home and outdoor this year. Clothing, shoes, and apparel are also among the top categories. Conversely, they are more than 2x less likely than non-users to be shopping for children’s toys. Interestingly, they also harbor different priorities than holiday shoppers who are turning to AI for gift help.
Photos Are Most Helpful in Shaping Gift Buying, Though Not All Shoppers Agree
The generational divide comes into play when it comes to the style of content that those leaning on social media for overall gift inspiration find most helpful. More than one-third of those who use social media for gift ideas say photos of products are most helpful, outpacing those who cite videos or tutorials, and gift guides or lists. Gen Z, aged 18-29, is by far the most likely to say livestreams are most helpful for them, likely driven by their prevalence on TikTok and Twitch. On the other hand, preference for photos rises sharply with age.
Intent to Buy Gifts Directly on Social Media Is Strong
Consumer-declared intent data also indicate that social media’s role in consumer holiday shopping extends beyond gift research. Thanks to options like Facebook Marketplace and TikTok shop, one-third of those buying holiday gifts this year say they are at least ‘somewhat’ likely to purchase a holiday gift directly from a social media platform. This pairs with an additional 9% who report they’ve already made such a purchase. This is overwhelmingly driven by shoppers under 45, with 67% saying they have or plan to purchase directly from social media, compared to 19% of those 45+ who say the same.
Speaking of TikTok Shop, the intention to use it specifically for buying holiday gifts has increased since its debut in late fall of 2023. So far this year, 24% of TikTok users say they’ve shopped or plan to shop for holiday gifts on TikTok Shop, a seven-point increase from 2023.
Given how much of a presence social media has in the daily lives of the average consumer, it’s not entirely surprising how much of a resource these platforms are for holiday shopping. However, this influence extends beyond research alone; more than two in five shoppers are now making or planning direct purchases on these platforms. The clock is ticking on shopping for this season, but brands and retailers eying last-minute shoppers and planning for future holidays may be wise to lean into their social media presence to reach high-value shoppers.
