3 Holiday Shopping Trends Brands Should Expect and How to Leverage Them [Shopper Data]
The holidays are almost here, and my head is still spinning from how quickly 2024 has gone by. And if you’re a marketer, you might also find your head spinning trying to figure out this year’s holiday shopping trends.
Don’t worry ; I’ve got you covered with insights from our most recent Consumer Trends Report. Let’s explore the minds of consumers and determine the marketing and shopping trends you need to take advantage of this season.
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Holiday Shopping Trends
Last Christmas, I was scrolling through Instagram on my sister’s couch (as I tend to do) when I saw a photo of two velvet blouses from a store I love called Midnight Hour.
My sister had just given me some money as a gift (best sister ever), so I used some of the money to purchase both tops directly through the company’s Instagram.
Our 2024 Consumer Trends Tracking Report shows that my shopping experience matches that of most consumers.
More and more consumers will turn to social networks to make their purchases.
Social media is the #1 channel for product discovery for Gen Z, my fellow millennials, and Gen also quickly get used to shopping on social networks.
In fact, a third of people in our survey say they discovered a product on social media in the past few months.
Additionally, our report shows that one in four social media users have purchased a product directly through a social media app, an increase of 39% from last year. So, this holiday season, brands and businesses should expect more consumers to discover and purchase products through social media.
So, use tools like Instagram Shopping, TikTok Live Shopping or TikTok Shop so you can meet consumers where they are (social networks) and make them buy directly from your platform.
Remember when I said I was scrolling through Instagram on my sister’s couch? I wasn’t scrolling on my laptop; I was on the phone when I discovered and purchased the blouses, which brings me to another consumer buying trend.
Mobile shopping and purchasing will be on the rise this season.
When it comes to online shopping, mobile phones are used more than any other device, especially among Gen Z. Our report shows that 71% of Gen Zers use their mobile phones most often to shop online.
In addition, 63% of consumers questioned in our survey, across all generations, use their mobile when searching for a question in a search engine. This plays into how consumers shop, as most will use their cell phones to search for product questions.
For example, I googled sustainable winter tights a few days ago on my smartphone and was shown a few brands to check out. After enough research, I purchased a pair via my smartphone.
This holiday shopping season, make sure your website is optimized for mobile shopping and browsing since most consumers will do their online shopping and product research from their mobile devices.
Consumers will seek approval from their favorite influencer.
I don’t follow many influencers and I can’t remember the last time an influencer convinced me to buy something, but this marks me as an exception as more and more consumers turn to influencers to help them make purchasing decisions.
Our report shows that influencers are having more of an impact on purchasing decisions, with more than a fifth of social media users (21%) having purchased a product based on an influencer’s recommendation over the course of the last three months.
And if you’re trying to attract Gen Z, it’s crucial to know that Zoomers value recommendations from influencers more than recommendations from friends and family (9% vs. 7%, respectively).
More and more consumers are also following virtual influencers. In 2024, 28% of social media users follow virtual influencers, compared to 25% in 2022.
Consider finding influencers who match your brand and vision and sparking collaboration with them to better connect with your audience.
Holiday Marketing Trends
So we know what buyers are doing this year. Let’s see what the brands are doing.
Brands will provide relevant and authentic holiday content.
So what do consumers want brands to put in their metaphorical stockings this year? Relativity!
According to our report, consumers are hungry for relevant content, but only 63% say content posted by brands on social media seems authentic or relevant.
Among the types of content brands post on social media, 90% of consumers say fun and relevant content is the most memorable (52% and 38%, respectively). 63% say it is more important for a marketing video to be authentic and relevant rather than polished and high quality.
I predict that brands will fill this gap this year by creating fun and relevant content that speaks to consumer interests.
Businesses will promote corporate responsibility.
I’m also seeing more and more brands posting marketing content that takes a stand on important issues or demonstrates corporate responsibility.
50% of American adults say brands should do more about social advocacy, and I’ve already seen some brands answer this call.
As part of its holiday marketing, True Religion collaborated with Grammy Award-winning rapper Megan Thee Stallion for the denim company’s holiday collection.
The company hosted an event with the rapper’s Pete & Thomas Foundation, a foundation that supports underserved communities.
The “Where Wishes Come True” event aimed to provide Christmas gifts to those in need, including LGBT and at-risk youth.
True Religion’s marketing video about the event touched on all of the points I mentioned above. It’s authentic and relatable, with candid footage of Megan Thee Stallion shopping and having fun with fans and gift recipients.
Attendees also shared their genuine excitement about spending time with the star and what she and True Religion mean to them. Megan Thee Stallion’s sense of humor and charisma also shine, contributing to some funny moments in the video.
And of course, by centering the event on helping LGBT and at-risk youth, True Religion is taking a stand in support of the LGBT community.
Some brands may leverage AI-generated content, but be careful!
We might also see brands jumping into AI content this holiday season, but I have to caution against moving too quickly on this trend. As I’ve said before, relatability and authenticity are key to reaching consumers this holiday season.
Over-reliance on AI can prevent authentic branding from shining through, alienating your audience. For example, Coca-Cola released its annual holiday ad, generated using AI. The ad sparked strong reactions from viewers who found it. “scary” and impersonal.
Get ready to see more collaborations between influencers and content creators.
Instead of relying heavily on AI in your ads, I suggest leveraging influencers and content creators to build authentic connections with your audience. This is another trend that is expected to gain prominence this season.
For example, Fenty Beauty relies on influencers like Stephanie Valentine to promote products creating holiday looks.
What’s next?
Now that you know these top holiday trends, start anticipating the Black Friday buzz by preparing and finalizing your holiday campaigns if you haven’t already.
In the meantime, I’ll probably be back on my sister’s comfy couch this year doing more online shopping. Happy holidays!
