The holidays are just around the corner and my head is still spinning about how quickly 2024 went by. And if you’re a marketer, your head might also be spinning trying to figure out this year’s holiday shopping trends.
You don’t need to worry; I’ve provided you with insights from our latest consumer trends report. Let’s explore the minds of consumers and find out which marketing and shopping trends you need to take advantage of this season.
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Christmas shopping trends
Last Christmas I was scrolling through Instagram on my sister’s couch (as I usually do) when I saw a photo of two velvet blouses from a store I love called Midnight Hour.
My sister had just gifted me money (the best sister ever), so I used some of the money to purchase both tops directly from the company’s Instagram.
Our 2024 Consumer Trend Tracking Report shows that my shopping experience is consistent with most consumers.
More and more consumers will use social media to shop.
Social media is for Generation Z, my Millennials and Generation
In fact, a third of our survey respondents say they have discovered a product on social media in the last few months.
Additionally, our report shows that one in four social media users purchased a product directly from a social media app, a 39% increase year-over-year. Therefore, 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 (on social media) and let them buy directly from your platform.
Remember when I said I was scrolling through Instagram on my sister’s couch? I wasn’t scrolling across my laptop; I was on the phone when I spotted and purchased the blouses, which brings me to another consumer shopping trend.
Mobile shopping and shopping will be on the rise this season.
Mobile phones are used more often than any other device when shopping online, especially among Generation Z. Our report shows that 71% of Generation Z use mobile phones most often when shopping online.
Additionally, 63% of consumers in our survey across generations use mobile devices when searching for a question in a search engine. This impacts the way consumers shop as most use their mobile phones to search for questions about products.
For example, a few days ago I googled durable winter tights on my smartphone and it showed me a few brands to try out. After doing enough research, I purchased a pair using my smartphone.
This holiday shopping season, make sure your website is appropriate Optimized for mobile shopping and browsing, as most consumers do their online shopping and product research on their mobile devices.
Consumers will seek the seal of approval from their favorite influencer.
I don’t follow many influencers and can’t remember the last time an influencer convinced me to buy something, but that makes me an outlier as more consumers turn to influencers to make purchasing decisions.
Our report shows that influencers have a greater influence on purchasing decisions: more than a fifth of social media users (21%) purchased a product based on an influencer recommendation in the last three months.
And if you want to target Generation Z, it’s important to know that Zoomers place higher value on recommendations from influencers 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, up from 25% in 2022.
Consider finding and collaborating with influencers who align with your brand and vision so you can better connect with your audience.
Christmas marketing trends
So we know what buyers are doing this year. Let’s see what brands do.
Brands will provide relevant, authentic holiday content.
So what do consumers want brands to put in their metaphorical stockings this year? Relativity!
According to our report, consumers crave relatable content, but only 63% say the content brands post on social media appears authentic or relatable.
Of the types of content brands post on social media, 90% of consumers say funny and relatable content is the most memorable (or 52% and 38%, respectively). 63% say it is more important for a marketing video to be authentic and relatable than polished and high quality.
I expect brands to close this gap this year by creating fun, relatable content that speaks to consumers’ interests.
Companies will promote corporate responsibility.
I’m also seeing more and more brands publishing marketing content that takes a stand on important issues or demonstrates corporate responsibility.
50% of US adults believe brands should do more on social advocacy, and I’ve already seen a few brands answer that 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 focused on providing Christmas gifts to those in need, including LGBT and at-risk youth.
True Religion’s marketing video from the event hit all of the above points. Authentic and relatable, it features candid footage of Megan Thee Stallion shopping and having fun with fans and gift recipients.
Attendees also expressed 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 by focusing the event on supporting LGBT and at-risk youth, True Religion is, of course, committed to the LGBT community.
Some brands may use AI-generated content, but be careful!
We may also see brands dabbling in AI content this holiday season, but I must caution against jumping on this trend too quickly. As I said earlier, reliability and authenticity are crucial to reach consumers this holiday season.
Overreliance on AI can result in authentic branding not shining through and alienating your audience. For example, Coca-Cola released its annual holiday ad created using AI. The ad was met with strong backlash from the viewers who found it “scary” and impersonal.
Prepare for 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 I expect to become more prominent this season.
Fenty Beauty, for example, uses influencers like Stephanie Valentine to promote products that create holiday looks.
What’s next?
Now that you’ve learned these key holiday trends, start getting ahead of the Black Friday hype by preparing and finalizing your holiday campaigns if you haven’t already.
In the meantime, I’ll probably be sitting on my sister’s comfy couch again this year to do more online shopping. Happy Holidays!