Holiday Shopping Trends to Know
This holiday season, consumers are being influenced by content creators, according to a survey by Raptive, a media company that works with thousands of online creators.
In a statement shared with P2PI previewing the survey’s findings, Raptive revealed that 77% of consumers say online content creators will influence their holiday plans, and two out of three say that they will make purchases based on their recommendations.
The survey also highlights how creators “redefine” holiday shopping dynamics, offering brands a unique opportunity to align strategies with evolving consumer preferences. Some notable insights from the report include:
- Gen Z audiences are 1.4 times more likely than older generations to find gift inspiration from influencers.
- 93% of consumers will turn to creators this season for holiday cooking inspiration.
- Gen Z is more likely than older consumers to shop in-store for the holidays.
- Gen Z is 2.5 times more likely to say this year’s holiday “vibe” is all about nostalgia and tradition.
- Gen Z is 1.3 times more likely to say their holiday budgets are “flexible.”
- 49% of consumers crave creator-curated holiday gift and decor recommendations.
More Holiday Insights
According to a separate 2024 holiday shopping report from Chicago-based consultancy Simon-Kucher, Gen Z shoppers will spend 21% more this holiday season than last (and way more than the 8% consumer average increase). Per its data, consumers’ average holiday budget this year is $1,020, with $143 will be spent on holiday gifts for themselves.
The report notes that the “dramatic” increase in year-over-year holiday spending by Gen Z illustrates "Doom Spending," or the trend of consumers spending frivolously or with money they don't have for short-term gratification.
Additionally, Gen Z will spend more on beauty, furniture, fashion accessories, pets, books/magazines and trips and experiences. Overall, consumers are also shifting their interest from physical gifts to trips and experiences.
Other highlights from this report include:
- Discount expectations: In 2024, consumers indicate lower discount expectations overall compared to 2023.
- Spending plans: Higher-income households (more than $75,000 annually) will spend $170 more this year compared to lower-income households (less than or equal to $75,000 annually) that will spend roughly $40 more than in 2023.
- Browsing versus purchasing: Where consumers look for gift ideas versus where they actually purchase products is markedly different. Still, one retail giant leads for both the research and purchase phase: Amazon is expected to make a comeback from last year’s dip due to consumer skepticism.
- Holiday deal days: Black Friday, Amazon Prime Day and Cyber Monday still lead the promotions calendar, but smaller events like Shop Small Saturday and Tax-Free Day/Back-to-School Day display the highest levels of growth.
- Roles of different channels: Amazon and Big Box stores are used as end-to-end channels for consumers while remaining channels are used for specific steps in the research and purchasing journey. Brand flagship stores, independent boutiques and drug stores have a small role in planned consumer holiday shopping.