The holidays are almost here, and my head is still reeling from how quickly 2024 went by. And if you’re a marketer, your head might be spinning trying to figure out this year’s holiday shopping trends.
You don’t have to worry; I’ve got you covered with insights from our latest consumer trends report. Let’s explore the minds of consumers and determine which marketing and shopping trends you should take advantage of this season.
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Holiday shopping trends
Last Christmas, I was scrolling through Instagram on my sister’s couch (which I tend to do) when I saw a photo of two velvet blouses from a shop I love called Midnight Hour.
My sister just gave me money as a gift (best sister ever), so I used some of the money to buy both shirts directly through the company’s Instagram.
Our 2024 Consumer Trends Report shows that my shopping experience is in line with most consumers.
More consumers will turn to SOCIAL MEDIA to shop.
SOCIAL MEDIA is the #1 product discovery channel for Gen Z, my fellow Millennials, and Gen X. While it’s not the best channel for Boomers, our findings show that they too are quickly warming up to shopping on SOCIAL MEDIA.
In fact, a third of our survey respondents say they discovered a product on SOCIAL MEDIA in the past few months.
Furthermore, our report shows that 1 in 4 SOCIAL MEDIA users purchased a product directly through a SOCIAL MEDIA app, a 39% increase over last year. So this holiday season, brands and companies should expect more consumers to discover and purchase products through SOCIAL MEDIA.
So, rely on tools like Instagram Shopping, TikTok Live Shopping or TikTok Shop to be able to meet consumers where they are (social networks) and get them to buy directly from your platform.
Remember when I said I scroll through Instagram on my sister’s couch? I didn’t scroll across the laptop; I was on my phone when I discovered and bought the blouses, which brings me to another consumer shopping trend.
SOCIAL MEDIA users purchased a product directly through a SOCIAL MEDIA app, a 39% increase over last year.”/>
Mobile shopping and shopping will be on the rise this season.
When it comes to online shopping, mobile phones are used more than any other device, especially among Gen Z. Our report shows that 71% of Gen Z use mobile phones most often when shopping online.
What’s more, 63% of consumers in our survey, across generations, use mobile when searching for a question. This affects the way consumers shop as most will be using their mobile phones to inquire about products.
For example, a few days ago I Googled durable winter tights on my smartphone and it showed me a few brands to check out. After doing enough research, I purchased a pair via my smartphone.
This holiday shopping season, make sure your website is optimized for mobile shopping and browsing as most consumers will do their online shopping and product research from their mobile devices.
Consumers will be looking for their favorite influencer’s stamp of approval.
I don’t follow many influencers and I can’t remember the last time an influencer convinced me to buy something, but this marks me as an outlier because more and more consumers are looking to influencers to help them make purchasing decisions.
Our report shows that influencers influence purchasing decisions more, with more than a fifth of SOCIAL MEDIA users (21%) purchasing a product based on an influencer’s recommendation in the past three months.
And if you’re trying to attract Gen Z, it’s crucial to know that Zoomers hold influencer recommendations more than recommendations from friends and family (9% vs. 7%, respectively).
More consumers are also following virtual influencers. In 2024, 28% of SOCIAL MEDIA users follow virtual influencers, up from 25% in 2022.
Consider finding influencers who align with your brand and vision and encourage collaboration with them to better connect with your audience.
Holiday Marketing Trends
So we know what customers are doing this year. Let’s see what the brands are doing.
Brands will provide relevant, authentic holiday content.
So what do consumers want brands to put in their metaphorical stockings this year? Relatability!
According to our report, consumers crave relatable content, but only 63% say the content brands post on SOCIAL MEDIA feels authentic or relatable.
Of the types of content brands post on SOCIAL MEDIA, 90% of consumers say fun and relatable content is the most impactful (52% and 38%, respectively). 63% say it’s more important for a marketing video to be authentic and relatable than polished and high-quality.
I predict brands will address this gap this year by creating funny, relatable content that appeals to consumers’ interests.
Businesses will promote corporate responsibility.
I’m also seeing more brands publishing marketing content that takes a stand on important issues or demonstrates corporate responsibility.
50% of American adults say brands should do more in terms of social advocacy, and I’ve already seen some brands respond to that call.
As part of its holiday marketing, True Religion has collaborated with Grammy-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 holiday gifts to those in need, including LGBT and at-risk youth.
True Religion’s marketing video from the event hit all the points I mentioned above. It’s authentic and relatable, featuring candid footage of Megan Thee Stallion shopping and partying with fans and gift recipients.
Attendees also shared their genuine excitement for hanging out with the star and what she and True Religion have to say. Megan Thee Stallion’s sense of humor and charisma also shine through, contributing to some funny moments in the video.
And, of course, by focusing the event on helping LGBT and at-risk youth, True Religion is taking a stand for the LGBT community.
Some brands may use AI-generated content, but be careful!
We may also see brands delve into AI content this holiday season, but I must caution against jumping into this trend too quickly. As I’ve said before, relatability and authenticity are vital to reaching consumers this holiday season.
Over-reliance on AI can prevent your authentic brand from shining through, alienating your audience. For example, Coca-Cola released its annual holiday ad, which was generated using AI. The ad was met with fierce reactions from viewers who found it “creepy” and faceless.
Get ready to see more influencers and content creators.
Instead of relying heavily on AI in your ads, I suggest using influencers and content creators to build authentic connections with your audience. This is another trend that I expect to gain in importance this season.
For example, Fenty Beauty uses influencers like Stephanie Valentine to promote products that create holiday looks.
What’s next?
Now that you’ve learned about these key holiday trends, start getting ahead of Black Friday by preparing and finalizing your holiday campaigns if you haven’t already.
In the meantime, I’ll probably be heading back to my sister’s cozy couch to do more online shopping this year. Happy Holidays!
https://blog.hubspot.com/marketing/holiday-shopping-trends
