Where Are Consumers Searching For the Perfect Holiday Gift?

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Starting your search for the perfect holiday gift? You’re not alone. Holiday shopping is in full swing, and consumers and marketers alike are asking the same question – Where do you look to find the perfect gift?

The path shoppers are taking to discover and search for products has shifted. Purchase decisions are now made throughout the full-funnel buying journey. While paid search still remains a strong driving factor for holiday shoppers, consumers are turning to other places for their holiday inspiration more than ever. 

Social Propels Holiday Shoppers

Generational differences play a big role in where you may begin your holiday purchase journey. Where Google has previously dominated consumer search behavior, social media has become a major driver in where shoppers are going to start their search, functioning as a big discovery tool for buyers. 

Social media platforms like TikTok are taking the place of a quick Google search, with nearly 40% of Gen Z preferring TikTok and Instagram for search over Google, according to Google’s internal data. Young people are turning to TikTok to look for answers on the notoriously powerful algorithm that caters to the viewer’s interests. This tailored approach brings a sense of authenticity with real people delivering the answer to your question in an interactive way versus reading through text search results that ultimately lead you to another landing page.

This holiday season, shoppers are turning to social media for inspiration, with 85% of Gen Z saying they use social media to learn about new products, and about half of US Gen Z and millennials are making purchases on social media – compared to 38% of US adults overall. These social apps are acting as a starting point for the purchase journey, providing inspiration and ideas that the shopper may not have been exposed to before. This trend is also influencing buying behavior beyond apps and growing as a new opportunity for retailers, with more shoppers going to physical stores to see or buy products that they have discovered on their social feeds. 

The digital universe is evolving, and the different avenues of finding information are growing with it, with various platforms serving specific search purposes. Amazon is where people turn to search for products, Instagram is helping people stay connected and informed on trends, Snapchat’s Maps is being used to find local businesses, and TikTok is carving out its own niche. The popular TikTok hashtag #TikTokMadeMeBuyIt has generated 58.5 billion views globally as of June 2023 and features product reviews.

As Gen Z’s buying power grows, social commerce may be more attractive than traditional e-commerce for a few reasons. Most importantly, there is an element of ease and convenience with social commerce that traditional e-commerce is lacking – consumers never even have to leave their platform of choice to browse, research, and purchase products. You’re already scrolling through Instagram, and you see a cool product that you really love; you can click on three links, and then it arrives at your door in a few days. Eliminating complicated checkouts is a big appeal that can otherwise lead to cart abandonment. 

Incorporating Paid Social into Your Holiday Strategy

We know that social media is a major influence in both discovery and purchasing decisions. So, if your brand has its eye on capturing the attention of Gen Z and millennials this holiday season, make sure social is part of your strategy. Being present on multiple platforms is key, and we know that Instagram and TikTok are top of mind when younger consumers start searching for that perfect gift. 

Work your campaign structures to support expected top holiday products and consider who is searching for your products during the giving season – it may not be the same consumer you are targeting the rest of the year. Ensure your holiday creative focuses on where consumers are in the marketing funnel in order to support your campaign objectives. And most importantly, allow yourself enough time to get organized and set up a strategic plan that works best for your brand –  the key is to be proactive instead of reactive.

CONCLUSION

Today’s shoppers are more intentional than ever – they spend more time looking for deals and start their search earlier. Consumers who are active on social media use, on average, ten touchpoints to inform and evaluate purchases inspired by an influencer, according to a Google survey. The consideration cycle for the right holiday gift at the right price is lengthening as more resources and channels become available to shoppers. 

Understanding the intricacies of consumer behavior, harnessing the power of seasonal sales, and optimizing the trends of social media as a powerful discovery tool can make all the difference in preparing your brand for holiday success. 

Looking for more holiday resources? Make your way through our ten tips to avoid wasted ad spend, investing in full-funnel paid social strategies, and our 5 retailer tips for crushing cyber 5 to help your brand prepare for the peak shopping season. Subscribe today for more timely and relevant digital marketing insights to ensure you’re the first to know when the next blog post drops!

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Marissa Abramson

Marissa is a Strategy Insights Manager at Adlucent. She has a passion for empowering businesses to tell their story through media that is fueled by data. She measures success through engaged audiences that are inspired to take action. When away from her desk, you can find Marissa jumping in Barton Springs pool, reading a good book or going on neighborhood walks with her family.