As the poem goes: “Consumers scour social media with care, knowing that the holidays will soon be here.” Or something like that.
The most wonderful time of the year is fast approaching, and the influence social has on consumer purchasing behavior is undeniable. According to the Q4 2024 Sprout Pulse Survey*, a staggering 89% of consumers say social media impacts their holiday shopping decisions.
Social has evolved into consumers’ favorite holiday marketing resource: a one-stop destination for discovering gifts, finding the latest deals and seeking customer service. In this article, we’ll uncover key holiday shopping trends on social, like platforms consumers turn to for customer service, the types of content that drives sales and the brands who consistently deliver memorable end-of-year campaigns.
Consumers use social media to discover holiday gifts
Consumer holiday spending is still subtly increasing despite inflation and an uncertain economy. This holiday season, US consumers alone are expected to spend up to $1.59 trillion, an increase of 3% YoY. But the opportunity for ecommerce is growing faster, with sales expected to increase 7-9% YoY, totalling up to $294 billion.
Not engaging your audience on social during the holidays isn’t an option if you want to end the year strong. Using social effectively can help you maintain a prominent presence in customers’ minds by showing up in their discover pages, main feed and on the other side of their searches. Consumers say social media content (including posts from influencers, family and friends, and brands) is their top source of holiday gift inspiration, beating out TV/streaming, physical stores, review sites, and face-to-face recommendations.
The sway of social media over holiday shopping habits can’t be overstated. A significant 42% of shoppers are turning to social to find the perfect gift more this year compared to 2023. This is especially true for younger consumers, as 57% of Gen Z will use social more for gift inspiration. Social networks are indispensable for those in search of fresh ideas and trusted recommendations.
And positive online buzz has premium payoffs. Nearly two-thirds (60%) of consumers would pay more for products that have a favorable reputation on social, be it through user-generated content, influencer nods or viral posts. This figure spikes even higher among younger consumers, with 78% of Gen Z and 70% of Millennials showing a readiness to invest in products that have captured the social spotlight. Harnessing the influence of social can boost sales and justify premium prices.
Customer care and social commerce during the holiday season
This holiday season, 92% of consumers plan to reach out to brands as much or more often for their customer service needs compared to 2023.
Direct messages (DMs) are the most popular form of outreach, with the overwhelming majority of consumers (70%) planning to contact brands this way. Consumers appreciate the privacy and immediacy of DMs, which allow for personalized, efficient resolutions to their issues. However, around a third of consumers will use comments and @-mentions to engage with brands, as they offer transparency and the possibility of public recognition. No matter how your customers reach out, they still expect a response within 24 hours—especially during the busiest time of the year.
When it comes to shopping on social, only about 13% of all consumers buy directly from social networks. This number goes up to 21% among Gen Z. Most consumers go to the brand’s website to hit purchase or learn more. Yet, 32% of all consumers (and 48% of Gen Z) anticipate making more purchases directly from the platforms in 2025, a trend that could start to show up this holiday season and boost online sales.
The most popular social media platforms for customer care and commerce
For their customer care and direct-from-social commerce, consumers turn to Facebook, Instagram and TikTok.
- Facebook: As the social network with the most global monthly users, the platform is also the top destination for customer service. Over half of all consumers (55%) plan to contact brands via Facebook this holiday season. Another 39% of consumers who plan to make purchases directly from social networks in 2025 will buy those products from Facebook Shop.
- Instagram: Around 46% of consumers will use Instagram to contact brands for customer service this holiday season. Instagram is the top care platform for younger consumers, with 63% of Gen Z and 55% of Millennials using the platform for service needs. For consumers who plan to buy from social networks next year, 29% of them will use Instagram Shopping, with younger consumers being most likely.
- TikTok: Roughly 39% of consumers will use TikTok to reach out to brands during the holidays, which rises to 42% among Gen Z and Millennials. TikTok Shop will also be used by 39% of all users buying directly from the platforms overall (tying with Facebook). It will be the top social commerce shopping destination for Gen Z (54%) and Millennials (47%) in 2025.
What types of brand content drive holiday purchases
While consumers are on the lookout for the perfect gift ideas, certain brand content will stop them mid-scroll. Consumers are most likely to look to influencers for gift inspiration, with 47% saying their endorsements carry the most weight (even compared to recommendations from friends and family on social). Interestingly, Baby Boomers are most likely to say influencers inspire their gift ideas. This is proof that consumers across generations trust influencers’ recommendations, viewing them as especially reliable when they’re overwhelmed with holiday marketing content.
Consumers are most likely to actually hit purchase when an influencer or brand shares a promo code. Promo codes not only attract budget-minded buyers, but also create a sense of urgency and exclusivity that encourages immediate action. Consumers are also likely to be swayed by posts from regular social users (not influencers) or brands showcasing their product or service in action. This speaks to the selling power of both user-generated and original, organic content. Yet, targeted ads and paid influencer content shouldn’t be completely overlooked—especially when the content reaches very specific demographics.
Use holiday shopping trends to set your brand up for a happy new year
As you prepare your holiday campaigns, remember that consumers are increasingly relying on social to discover, connect and buy. By tapping into these key trends—leveraging influencers, creating engaging organic content, and prioritizing quick, responsive customer care—you can enhance your brand’s visibility and strengthen customer loyalty.
This season is a unique opportunity to meet consumers where they scroll, helping them find perfect gifts while reinforcing the value of your brand. Make the most of this time to drive meaningful connections that extend beyond the holidays.
Looking for tips to ensure your support agents are well-equipped to provide the highest quality care on social throughout the holiday season? Check out our social media customer service training deck.
*About the data
All data cited in this article is from a Q4 2024 Pulse Survey of 2,000+ consumers in the US and UK conducted by Glimpse on behalf of Sprout. The survey was conducted online from September 27 to October 1, 2024.