29 Nov 2024 Holiday Shopping Trends: The Role of Influencers in Driving Consumer Decisions
Summary
Holiday shopping is in full swing, with users turning to social commerce platforms and trusted e-commerce hubs for the perfect gifts. According to our 2023 Social Commerce Report, 97% of Gen Z users cite social media as their primary source of shopping inspiration. Influencers and creators play a key role in introducing audiences to new products, with 79% of consumers reporting that UGC (User-Generated Content) influences their purchasing decisions according to our 2024 Ultimate Creator Guide. Amid 2024’s social commerce boom and early Black Friday deals on platforms like TikTok Shop, our team at The Influencer Marketing Factory surveyed U.S. shoppers to explore holiday trends and the growing impact of influencer marketing.
Holiday Shopping Trends Infographic
Social Media: The Center of Holiday Shopping
This year’s survey reveals that 52% of respondents have purchased a holiday gift based on an influencer’s recommendation. Platforms like YouTube, Instagram, TikTok, and Facebook lead as the most influential, with YouTube securing the top spot for the 2024 holiday season (24% of respondents citing it as their primary platform). These findings highlight the growing importance of platforms where authentic creator content drives consumer trust.
Top Social Media Platforms Driving Holiday Shopping
- YouTube (24%):
- Ranked as the top platform for influencing holiday shopping decisions.
- Long-form videos like product reviews, gift guides, and tutorials offer detailed insights that help shoppers make informed purchases.
- The platform’s ability to showcase products in action resonates strongly with audiences seeking authenticity and reliability.
- Instagram (21%):
- A highly visual platform that excels at showcasing holiday-themed posts, stories, and influencer partnerships.
- Features like Reels and Instagram Shops allow users to explore products directly, blending inspiration with seamless shopping experiences.
- Perfect for curated holiday content such as gift guides and festive lifestyle posts.
- TikTok (21%):
- Known for its fast-paced, engaging content, TikTok captures younger audiences with creative product showcases and viral trends.
- Short-form video content, often featuring influencers, drives discovery and creates urgency for trending holiday products.
- TikTok’s algorithm ensures that shoppers are exposed to relevant products based on their interests.
- Facebook (20%):
- A key platform for broader demographics, offering holiday inspiration through group recommendations, ads, and marketplace features.
- Brands and influencers leverage Facebook’s detailed targeting to connect with audiences during the festive season.
- The platform’s mix of community-driven posts and promotional content makes it versatile for both inspiration and purchases.
- Pinterest (10%):
- A niche but powerful platform for visually-driven inspiration, particularly for holiday decor, DIY ideas, and curated gift guides.
- Users often turn to Pinterest to explore mood boards, holiday planning tips, and unique gift suggestions.
- Its search-driven nature makes it an effective tool for discovering creative and personalized gift options.
- Dialogue-Based Platforms (e.g., X and Reddit):
- While smaller in influence, platforms like X (formerly Twitter) and Reddit play a role in niche communities.
- Users rely on these platforms for product discussions, honest reviews, and recommendations shared in forums or threads.
- They are particularly effective for tech-savvy shoppers or those seeking unbiased feedback.
Influencers Drive 52% of Holiday Purchases
Influencer marketing is clearly making waves, as 52% of respondents admitted to purchasing a holiday gift based on an influencer’s recommendation. This shows the power of authenticity and trust built by influencers in their respective niches. However, 48% of respondents have yet to make such a purchase, leaving a vast potential audience for brands to connect with through influencer-driven campaigns.
Most Influential Holiday Content Types
The holiday survey underscores the effectiveness of various influencer strategies:
- Product Reviews and Demos: Favored by 24% of respondents for their clarity and authenticity.
- Discounts and Exclusive Offers: Influenced 23% of participants looking for holiday deals.
- Holiday-Themed Content and Gift Guides: Inspired 15% and 17% of shoppers, respectively, to finalize their purchases.
Honest reviews and transparent demos topped the list as motivators for 36% of respondents, indicating that trust is a decisive factor in consumer choices.
Trust in Influencers: A Key Driver
Trust remains a nuanced factor in influencer marketing. Our survey revealed that while 40.1% of respondents were neutral toward influencers’ recommendations, 28.4% showed some level of trust. This leaves room for influencers to focus on transparency and authenticity in their content to win over skeptical shoppers and strengthen their influence.
Influencers Boost Brand Discovery
Over half of respondents (54%) reported discovering new brands or products through influencer content, reinforcing the importance of influencers as brand discovery tools. For the 46% who didn’t, it highlights an opportunity for brands to better leverage influencer partnerships to increase visibility and reach untapped audiences.
Best-Represented Industries by Influencers
Our survey also revealed which industries resonate most with influencer-driven content:
- Fashion/Accessories: Leading the list at 20%.
- Beauty/Skincare and Tech/Gadgets: Close contenders at 18% and 17%, respectively.
- Toys/games (16%), home decor (13%), and food/beverage (12%) also made significant contributions, showcasing the wide range of industries that benefit from influencer collaborations during the festive season.
Likelihood of Buying Influencer-Promoted Products
Neutrality dominates this metric, with 39.6% of respondents reporting neutral feelings about purchasing products promoted by influencers. However, 25.2% said they were likely to buy, showing a strong subset of consumers who respond positively to influencer campaigns. Influencers can further bridge this gap with consistent and reliable endorsements.
What Motivates Holiday Purchases
When it comes to purchasing products promoted by influencers during the holiday season, certain factors stand out as powerful motivators. Here are the top insights from our survey:
- Discount Codes (25%):
- Consumers are highly responsive to financial incentives, making discount codes one of the most effective tools for driving holiday purchases.
- Brands can collaborate with influencers to offer exclusive discounts that create a sense of urgency and boost conversions.
- Limited-time deals tied to influencer campaigns help shoppers feel they’re getting value while building trust with the brand.
- Honest Reviews and Product Demos (24%):
- Authentic and transparent content is key to building consumer trust. Honest reviews from influencers give shoppers confidence in their purchasing decisions.
- Product demos showcasing how items work in real-life scenarios resonate strongly with audiences, particularly for tech gadgets, beauty, and home decor.
- Influencers who authentically highlight both pros and cons of products are seen as more credible, leading to higher conversion rates.
- The Power of Combining Both:
- Pairing discounts with authentic reviews creates a “win-win” scenario for both brands and consumers. Shoppers feel they’re saving money and making informed choices.
- Campaigns that combine financial incentives and transparent content often perform better, especially when influencers focus on relatable, user-driven messaging.
- This strategy not only drives immediate purchases but also fosters long-term customer loyalty.
- The Role of Timing:
- Timing these promotions around key holiday shopping days, such as Black Friday or Cyber Monday, can amplify their impact.
- Influencers can boost visibility by strategically scheduling posts featuring discounts and reviews when shoppers are actively searching for deals.
By leveraging these motivators effectively, brands can ensure their influencer campaigns stand out and resonate with their target audiences this holiday season.
Repetition is Key to Influencer Success
Consumer behavior shows that 64.3% of respondents need to see a product promoted by an influencer 2-3 times before making a purchase. Meanwhile, 17.4% said one viewing was enough to decide. This underscores the importance of consistent messaging and repeated exposure in influencer marketing campaigns.
Where Shoppers Find Holiday Gift Inspiration
1. Social Media Platforms (30%)
- Social media is the leading source of holiday gift inspiration, with platforms like Instagram, TikTok, YouTube, and Facebook driving the majority of ideas.
- Visual content, such as influencer gift guides, product unboxings, and festive ads, helps shoppers discover trending products.
- Short-form videos and creative posts provide quick, engaging ways to showcase holiday must-haves, making social media an indispensable tool for shoppers.
2. Recommendations from Friends and Family (24%)
- Personal recommendations from trusted connections remain highly influential, showing that word-of-mouth is still powerful.
- Conversations about past experiences, favorite brands, or unique gift ideas often inspire shoppers to explore products they hadn’t considered.
- These recommendations feel genuine and reliable, which resonates deeply with those seeking thoughtful, meaningful gifts.
3. Advertisements (21%)
- Ads across digital, TV, and print media are another major source of holiday gift ideas.
- Targeted online ads, especially those that appear on social platforms or during festive campaigns, capture attention with personalized offers and visual appeal.
- Traditional formats like TV and print ads still hold influence, particularly for broader audiences seeking classic holiday staples.
4. Window Shopping and Browsing (In-Person and Online)
- Though not as dominant, many shoppers still prefer exploring options through window shopping or browsing retail websites.
- Both online and offline stores use festive displays, curated product lists, and special deals to attract holiday shoppers.
- This method allows consumers to see items up close or compare deals to finalize their decisions.
5. Email Newsletters and Brand Websites (6%)
- While less popular, email newsletters and direct visits to brand websites serve as inspiration for some shoppers.
- Emails offering exclusive holiday discounts, curated gift guides, or free shipping promotions can effectively draw interest.
- Brand websites with dedicated holiday landing pages make it easier for consumers to browse seasonal collections.
How Brands Can Win This Holiday Season
Brands looking to make an impact this season should focus on:
- Collaborating with Influencers: Partnering with trusted creators to showcase products authentically.
- Leveraging Discounts and Deals: Limited-time offers and exclusive promotions are a surefire way to attract attention.
- Creating Engaging Content: From gift guides to festive tutorials, the more relatable and actionable the content, the better.
Conclusion
The 2024 holiday shopping season highlights the growing influence of social commerce. With platforms like YouTube and TikTok at the forefront, brands and influencers have a unique opportunity to connect with audiences and drive meaningful engagement. By focusing on trust, authenticity, and value, businesses can make this holiday season their most successful yet.
Stay ahead of the trends by partnering with experts who understand the evolving landscape. At The Influencer Marketing Factory, we’re here to help you harness the power of influencer marketing. Ready to elevate your holiday campaigns? Contact us today!