89% of Shoppers Indicate That Social Media Affects Holiday Shopping Trends

As the saying goes: “Shoppers navigate social platforms with intention, aware that the festive season is drawing near.” Or something along those lines.

The most magical time of the year is on the horizon, and the impact of social media on consumer buying patterns is irrefutable. Per the Q4 2024 Sprout Pulse Survey*, an impressive 89% of consumers report that social media influences their holiday shopping choices.

A stat call-out that reads 89% of consumers say brand social media impacts their holiday shopping decisions

Social media has become consumers’ top resource for holiday marketing: a central hub for gift discovery, deal hunting, and customer assistance. In this piece, we’ll explore essential holiday shopping behaviors on social channels, such as which platforms consumers utilize for customer support, the content types that boost sales, and the brands that consistently create memorable year-end campaigns.

Consumers utilize social media to find holiday presents

$1.59 trillion, reflecting a 3% year-over-year increase. Meanwhile, the potential for ecommerce is growing at an even quicker pace, with sales projected to rise by 7-9% year-over-year, reaching up to $294 billion.

Neglecting audience engagement on social media during the holidays isn’t feasible if you aim to finish the year on a high note. Effectively leveraging social can help keep your brand top-of-mind for customers by appearing in their discovery feeds, main timelines, and search results. Consumers indicate that social media content (spanning posts from influencers, family and friends, and brands) serves as their primary source of holiday gift ideas, surpassing TV/streaming, brick-and-mortar stores, review sites, and in-person recommendations.

The influence of social media on holiday shopping habits cannot be emphasized enough. A noteworthy 42% of shoppers are turning to social this year to discover the ideal gift, an increase over 2023. This trend is particularly pronounced among younger demographics, as 57% of Gen Z intend to rely more on social for gift inspiration. Social networks are essential for those seeking innovative ideas and trusted suggestions.

A bar chart comparing consumers willing to pay more for products that have positive social buzz by generation. The data says: All consumers (60%), Millennials (70%) and Gen Z (78%).

Moreover, positive online feedback yields significant rewards. Nearly two-thirds (60%) of consumers are willing to pay more for products that enjoy a good standing on social media, whether through user-generated content, influencer endorsements, or viral posts. This number climbs markedly among younger customers, with 78% of Gen Z and 70% of Millennials willing to invest in products that have gained social media attention. Leveraging the power of social can enhance sales and justify higher price points.

Customer service and social commerce during the holiday period

This festive season, 92% of consumers plan to reach out to brands as frequently or more for their customer support needs compared to 2023.

Direct messaging (DM) is the favored method of outreach, with a substantial percentage of consumers (70%) intending to connect with brands this way. Customers value the confidentiality and immediacy of DMs, which facilitate personalized and efficient resolutions to their concerns. However, approximately one-third of consumers will also engage with brands through comments and @-mentions, as these offer transparency and public acknowledgment. Regardless of how customers communicate, they still expect a response within 24 hours—especially during the busiest shopping season.

When it comes to social shopping, around 13% of all consumers make purchases directly through social platforms. This figure rises to 21% among Gen Z. The majority of shoppers prefer to visit the brand’s website to complete their purchase or gather more information. Still, 32% of all consumers (and 48% of Gen Z) look forward to making more purchases directly from platforms in 2025, a trend that could be noticeable this holiday season and boost online sales.

A stat call-out that says 48% of Gen Z consumers plan to make more purchases directly from social platforms in 2025

The leading social media platforms for customer support and commerce

For customer care and direct purchasing from social media, consumers lean towards Facebook, Instagram, and TikTok.

  • Facebook: As the social network boasting the highest global monthly user base, it remains the primary platform for customer support. More than half of consumers (55%) plan to reach brands via Facebook this holiday season. Additionally, 39% of consumers aiming to make purchases directly from social networks in 2025 will opt for Facebook Shop.
  • Instagram: Approximately 46% of consumers will use Instagram to contact brands for customer service this holiday season. Instagram is particularly favored by younger users, with 63% of Gen Z and 55% of Millennials utilizing the platform for service inquiries. Of those intending to shop via social networks next year, 29% will leverage Instagram Shopping, especially among younger consumers.
  • TikTok: Close to 39% of consumers will reach out to brands through TikTok during the holidays, increasing to 42% among Gen Z and Millennials. TikTok Shop will also be utilized by 39% of users making direct purchases from the platforms overall (equaling Facebook). It is projected to be the top social commerce destination for Gen Z (54%) and Millennials (47%) in 2025.
A data visualization of the platforms consumers will use for customer care this holiday season. For all consumers, Facebook is first followed by Instagram and TikTok. For Gen Z, Instagram is first followed by TikTok and Facebook/X.

What brand content types drive holiday sales

While consumers seek the ideal gift ideas, specific brand content can catch their attention. Consumers are most inclined to turn to influencers for inspiration, with 47% claiming these endorsements hold the most influence (even more than recommendations from social friends and family). Interestingly, Baby Boomers are most likely to express that influencers inspire their gift choices. This demonstrates that consumers across different generations rely on influencers’ suggestions, viewing them as especially trustworthy amidst a plethora of holiday marketing messages.

A data visualization that lists consumers' top sources for holiday gift inspiration

Consumers are more likely to make a purchase when an influencer or brand offers a promo code. Such codes not only appeal to budget-conscious shoppers but also invoke a sense of urgency and exclusivity, prompting immediate action. Regular social users (not just influencers) or brands showcasing their products in real life also significantly affect buying decisions. This accentuates the efficacy of both user-generated and authentic, organic content. However, targeted advertisements and paid influencer promotions shouldn’t be disregarded—particularly when directed towards specific demographics.

A data visualization that ranks which content has the most impact on social users' likelihood to buy from a brand during the holidays

Leverage holiday shopping trends for a prosperous new year

As you gear up your holiday campaigns, take note that consumers are increasingly turning to social media for discovery, connection, and purchases. By capitalizing on these key trends—utilizing influencer partnerships, crafting engaging organic content, and prioritizing swift, responsive customer service—you can elevate your brand’s visibility and enhance customer loyalty.

This season presents a unique chance to engage consumers where they browse, assisting them in finding ideal gifts while reinforcing your brand’s value. Make the most of this opportunity to forge meaningful connections that extend beyond the festive period.

Searching for strategies to ensure your support teams are well-prepared to deliver top-notch care on social media throughout the holiday season? Check out our social media customer service training materials.

*About the data
All data cited in this article is derived from a Q4 2024 Pulse Survey involving over 2,000 consumers in the US and UK, conducted by Glimpse for Sprout. The survey took place online from September 27 to October 1, 2024.

The post ‘Tis the season for scrolling: 89% of consumers say social media influences their holiday shopping first appeared on Sprout Social.