The holiday season is fast approaching, and with it comes the need to understand upcoming holiday shopping trends for 2024. Brands and marketers must stay prepared to navigate the dynamic marketplace and adapt to new consumer behaviors. Our latest consumer insights provide strategic guidance on how to lean into these emerging trends efficiently.
Don’t worry; I’ve gathered insights from the latest consumer trends report. By delving into the mindsets of shoppers, brands can effectively strategize to make the most of the holiday season. Let’s dive into the anticipated marketing and shopping trends you’ll want to embrace this year.
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Key Holiday Shopping Trends for 2024
During last year’s holiday season, as I was casually scrolling through Instagram on my sister’s couch, I stumbled upon an offer for stylish velvet blouses from a favorite brand, Midnight Hour. With fresh gift money from my sister in hand, I quickly purchased those items directly on Instagram.
Our 2024 Consumer Trend Tracking Report indicates that my experience mirrors a common consumer behavior, where social platforms are central to shopping journeys.
Increased Social Media Shopping Engagement
Social media is emerging as a dominant path for product discovery across generations. Gen Z, Millennials, and Gen X primarily use these channels, but our findings show Boomers are gaining traction as well. Notably, one-third of our survey participants reported finding new products via social media in recent months.
The data further reveal that 25% of social media users have directly purchased items through these platforms—a 39% rise from last year. Brands should prepare for a significant increase in social media-driven shopping during the holidays.
To capitalize on this, engage tools like Instagram Shopping and TikTok Live Shopping to meet consumers on their preferred platforms.
As I’ve mentioned my Instagram experience earlier, I wasn’t on my laptop. I used my phone, highlighting another noteworthy shopping trend.
Mobile Shopping Continues Its Rise
Mobile phones are the device of choice for online shopping, particularly for Gen Z, with 71% preferring them for web-based purchases. Across generations, 63% of consumers use their smartphones for search queries, implying that product-related questions are often researched via mobile.
As an example, I recently searched for durable winter tights on my mobile and, after thorough research, I purchased a pair using the same device.
This holiday season, ensuring your website is optimized for mobile shopping and browsing is crucial, facilitating seamless consumer experiences and capturing sales from mobile users.
Influencers’ Impact on Shopping Decisions
Although I don’t often rely on influencers, more shoppers look to these personalities for purchasing advice. Our report reveals a growing influence, with 21% of social media users buying products based on influencer recommendations recently.
Generation Z even prioritizes influencer endorsements over traditional recommendations from friends and family.
The growing phenomenon of virtual influencers, followed by 28% of social media users in 2024, up from 25% in 2022, is also noteworthy.
Consider partnering with influencers who resonate with your brand to better connect with your consumers at a personal level.
Strategic Holiday Marketing Trends
Brands Embrace Authentic, Relatable Content
What can consumers hope to see in their feeds this season? Relatable content is on their wish list. Our research indicates that while 63% of people find some brand content authentic or relatable, they want more.
The most engaging content types are humorous (52%) and relatable posts (38%). A primary focus on authenticity over polished presentation in marketing videos appeals to 63% of consumers.
To meet this demand, brands are likely to develop authentic, humorous content that speaks to the audience’s interests.
Increased Corporate Responsibility in Marketing
More brands are expected to align with social responsibility or advocacy in their marketing campaigns. Half of American adults believe brands should amplify their social engagement, and some brands are already answering that call.
True Religion, for instance, partnered with Grammy-winning artist Megan Thee Stallion for a holiday collection, hosting an event that supports underserved communities through her foundation.
The event, focused on providing gifts to marginalized youth, highlights authenticity by capturing candid moments and sincere interactions with the star.
Cautious Approach to AI-Generated Content
Brands may experiment with AI-generated content, yet there’s substantial caution against overreliance. Authenticity remains pivotal, with AI potentially distancing the connection with audiences. For example, Coca-Cola’s AI-driven holiday ad faced criticism for its lack of warmth and personality.
Embracing Influencer Collaborations
Instead of AI, emphasize genuine connections with influencers and content creators. Many brands are expected to harness this trend, tapping into authentic consumer relationships.
Take Fenty Beauty’s collaboration with influencer Stephanie Valentine as an illustration, promoting products for creating festive looks.
Planning Ahead
Armed with insights into these pivotal holiday trends, start crafting your holiday marketing plans in anticipation of Black Friday and beyond. Preparing early will help you capitalize on the unique opportunities this holiday shopping season presents.
This year, you might find me back on my sister’s couch, embracing the convenience of online shopping yet again. Wishing everyone prosperous and joyful holidays!
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