The holiday shopping season is here, and social media is playing a bigger role than ever. According to RetailWire, roughly half of Gen Z plans to buy holiday gifts directly through social platforms this year. Features like product tagging and in-app checkout on platforms like Instagram and TikTok make shopping seamless, turning scrolling into spending.
Influencers are at the heart of this trend. Studies show that half of social shoppers are influenced by creator recommendations. Their holiday gift guides, unboxings, and discount codes create excitement and drive conversions, outperforming traditional ads in many cases.
As Black Friday approaches later this week, brands that have prioritized social commerce and influencer marketing are going to be coming out ahead. Social media isn’t just a place to advertise—it’s where shopping happens. Brands that embrace influencer marketing and optimize for social commerce will stand out in the crowded holiday landscape, turning festive followers into loyal customers.