PRODUCT DISCOVERY & SOCIAL
Social Is Top Channel for Holiday Product Discovery, With TikTok Leading the Way for Younger Shoppers
When it comes to product discovery, social media was the top channel through which holiday shoppers recalled seeing or hearing about a new product that they later went on to purchase last year. Among all respondents, 38% discovered holiday gifts on social media, but that rate jumps to 64% among Gen Z.
Where do you recall seeing or hearing about a new product that you later went on to purchase as a holiday gift last year? Select all that apply. (Top ten overall responses)
Traditional television was the second most common channel for holiday product discovery with 34% of respondents saying that they had heard of a product they later went on to purchase on TV. Another 18% said that they had discovered holiday gifts through streaming services.
In terms of the specific social platforms they turn to for holiday shopping inspiration, 45% of respondents said they look to Facebook, the top choice. YouTube was a close second with 41% of respondents choosing it as one of the platforms they turn to, while Instagram followed at 33%.
Which social media platforms do you look to for inspiration during your holiday shopping? Select all that apply. (Top ten overall responses)
"44% of Gen Z had purchased a holiday gift after seeing a social media influencer endorse or use it, compared to just 25% of older respondents."
These figures varied considerably across generations though, with particularly stark differences between Gen Z and baby boomers. For Gen Z, TikTok was the top social platform for holiday shopping inspiration, with 67% using it for that purpose, compared to just 9% of baby boomers.
While Facebook was the top social platform for holiday shopping inspiration overall and among baby boomers, it ranked fifth among Gen Z, among whom it was outpaced by TikTok, Instagram, YouTube, and Pinterest.
Gen Z was also much more likely than older generations to say they had purchased a holiday gift after seeing a social media influencer use or endorse it. A full 44% of Gen Z had purchased a gift under this scenario, compared to just 25% of older respondents