Holiday shopping trends are here, and understanding them can significantly benefit your brand’s strategy this season. Dive into these insights to stay ahead of the curve and make the most of this holiday shopping period.
The holidays are upon us, and if you’re a marketer, you might be feeling the pressure to decode this year’s holiday shopping trends. Luckily, we’ve got the latest insights from our consumer trends report to help you navigate this bustling season. Let’s delve into what’s driving consumer behaviour this year and how you can adapt your marketing strategies accordingly.
Last Christmas, I found myself scrolling through Instagram on my sister’s couch when I stumbled upon two velvet blouses from a shop I adore called Midnight Hour. With some gift money from my sister, I bought both tops directly through Instagram. According to our 2024 Consumer Trend Tracking Report, my experience is quite common among consumers today.
Holiday Shopping Trends
More Consumers Will Take to Social Media for Their Shopping
Social media has become the top channel for product discovery, especially for Gen Z, Millennials, and Gen X. While it’s not the primary channel for Boomers, they are quickly warming up to social media shopping. In fact, a third of our survey respondents have discovered a product on social media in the last few months.
Our report also indicates that one in four social media users have purchased a product directly through a social media app, marking a 39% increase from last year. This holiday season, brands should expect an uptick in consumers discovering and purchasing products via social media.
To capitalise on this trend, leverage tools like Instagram Shopping, TikTok Live Shopping, or TikTok Shop. These platforms allow consumers to buy directly from your social media presence, making the shopping experience seamless and convenient.
Mobile Shopping and Purchasing Will Be on the Rise
When it comes to online shopping, mobile phones are the go-to device, particularly for Gen Z. Our report shows that 71% of Gen Z use mobile phones most frequently for online shopping. Additionally, 63% of consumers across generations use mobile devices for searching questions on search engines, which influences their shopping decisions.
For instance, I recently searched for durable winter tights on my smartphone and ended up purchasing a pair after some quick research. This holiday season, ensure your website is optimised for mobile shopping and browsing, as most consumers will be using their mobile devices for online shopping and product research.
Consumers Will Seek Their Favourite Influencer’s Stamp of Approval
Influencers play a significant role in shaping purchasing decisions. Our report reveals that over a fifth of social media users (21%) have bought a product based on an influencer’s recommendation in the past three months. Gen Z, in particular, values influencer recommendations more than those from friends and family (9% vs 7%, respectively).
The popularity of virtual influencers is also on the rise, with 28% of social media users following them in 2024, up from 25% in 2022. To connect with your audience more effectively, consider collaborating with influencers who align with your brand and vision.
Holiday Marketing Trends
Brands Will Provide Relatable, Authentic Holiday Content
Consumers crave relatable content, but only 63% feel that the content brands post on social media is authentic or relatable. According to our report, funny and relatable content is the most memorable, with 90% of consumers favouring it. This year, brands are likely to focus on creating content that resonates with consumers’ interests and experiences.
Businesses Will Promote Corporate Responsibility
More brands are expected to release marketing content that takes a stance on important issues or demonstrates corporate responsibility. Half of U.S. adults believe brands should do more regarding social advocacy, and some brands are already answering that call.
For example, True Religion collaborated with Grammy Award-winning rapper Megan Thee Stallion for their holiday collection. The event, “Where Wishes Come True,” focused on providing holiday gifts to underserved communities, including LGBT and at-risk youth. True Religion’s marketing video from the event featured authentic, relatable moments and highlighted their commitment to social responsibility.
Some Brands May Leverage AI-Generated Content, But Be Careful!
While some brands might experiment with AI-generated content this holiday season, it’s crucial to maintain authenticity and relatability. Overreliance on AI can make your branding seem impersonal, potentially alienating your audience. For instance, Coca-Cola faced backlash for their AI-generated holiday ad, which viewers found “creepy” and impersonal.
Prepare to See More Influencer and Content Creator Collaborations
Instead of relying heavily on AI, consider leveraging influencers and content creators to build authentic connections with your audience. This trend is expected to gain prominence this season. For example, Fenty Beauty is collaborating with influencers like Stephanie Valentine to promote products that create holiday looks.
What’s Next?
Now that you’re equipped with these key holiday shopping trends for 2024, it’s time to prepare and finalise your holiday campaigns if you haven’t already. Stay ahead of the Black Friday buzz and ensure your strategies align with these insights to maximise your success this season.
For more insights and tips, visit our blog or contact us via email at info@07hm.co.uk or telephone at 01702 410663. Happy holidays!
