When you’re on the hunt for that perfect gift this holiday season, where are you turning? If your answer is social media, you aren’t alone. According to a new survey from Shopify-Gallup, consumers, especially younger ones, are utilizing social media platforms for inspiration and purchasing this season. They share, “[Gen Z] are the most ready to shop on social… about half (48%) said they’ll buy at least some gifts through social media, compared to one-third of all U.S. holiday shoppers.” This number is up from holiday shopping trends in 2022 and isn’t likely to slow with new advancements in social platforms.
What should you know about this shopping shift? Are you missing out if you’re not turning to social media for your Secret Santa? We’ll explain.
Which platforms are popular for purchasing?
Facebook ads and shoppable Pinterest pins continue to draw holiday sales. But two standout shopping apps for the season are, unsurprisingly, Instagram and TikTok.
Instagram first experimented with in-platform shopping back in 2016. The app remains a top platform for purchases today because of its inventiveness and evolution. In 2018, Instagram introduced Shoppable Stickers. In 2019, they incorporated tools that let users make purchases without leaving the app. In 2020, they added full-screen storefronts. And recently, Live capabilities and Product Tagging have made Instagram an even more user-friendly place to shop.
After introducing their TikTok Shop in September of this year, TikTok is working to take a slice of the shopping share. The app has long been a place for product inspiration and reviews, even popularizing the comical phrase/excuse, “TikTok made me buy it” for products users discover while scrolling the app. But now, finding gift inspiration and making purchases in one stop is even easier. They share, “Powered by TikTok’s unique discovery engine, TikTok Shop enables brands and creators to showcase and sell products directly on TikTok, through a suite of in-app shopping touchpoints.”
What else should I know?
- Impulsivity is a hallmark of social media shopping. Targeted content, limited time deals and trending products encourage immediate purchases. Oftentimes, consideration is lower when it comes to social media shopping. Users see it, they like it, they buy it—all in one place.
- Peer influence takes precedent. Celebrities aren’t the only people with influence in 2023. In fact, Gen Z is starting to listen to their peers for product reviews more than big celebrities and influencers. While name recognition and popularity drove sales in the past, the authenticity and accessibility of everyday users or small influencers often draw more attention today.
- Social media is key to any holiday strategy. As social media shopping evolves, so, too, should a brand’s strategy. Take time to think about your audience and their consumer journey. Give extra thought to the CTAs in your ads and ensure they work hard for sales. Consider using micro influencers to build on the peer-to-peer trend. And as always, turn to our team for added insight and expertise.
What other trends and shifts will come out of the holiday season? Stay tuned. We’ll share them all as our gift to you on the Brogan Blog.
