As the holiday shopping season approaches, social media platforms are expected to significantly influence consumer behaviours and brand engagement. A recent survey from Sprout Social encompassing US and UK insights shows that over 70% of shoppers rely on platforms like Instagram, TikTok, and Facebook as their go-to sources for holiday shopping ideas. This shift highlights social media’s rising status as a key holiday channel and underscores the need for brands to create impactful, authentic digital presences that resonate with consumers.
According to the survey, almost 80% of consumers utilise social media to discover gift ideas, browse reviews, and engage with content from their favourite brands before purchasing. This behaviour departs from traditional holiday advertising channels, as consumers increasingly trust user-generated content and reviews over conventional ads.
In addition, 65% of respondents said that seeing a product in their social feed, whether through brand posts or influencer collaborations, made them more likely to consider a purchase, emphasising the high potential for brands to directly influence holiday shopping lists through organic and paid social media strategies.
Moreover, the survey highlights a transformative shift in customer service expectations, with more than 60% of consumers preferring to use social media platforms for brand communication. From quick responses in comment sections to direct messaging for inquiries and order updates, social media has become a crucial touchpoint. Consumers now expect real-time assistance and appreciate accessible, friendly service from brands, with over half indicating they are more likely to remain loyal to a brand that offers quick, responsive social media support.
These statistics collectively show that a strategic and engaging social media presence is no longer optional for brands aiming to maximise holiday season impact—it’s essential. As consumers continue integrating social media into their shopping journeys, the brands that stand to gain the most will combine compelling content, real-time interaction, and genuine community engagement to create memorable, customer-centric experiences.