Brands are increasingly turning to social platforms to engage Gen Z during the holiday shopping season. A Fiverr study indicated that 43% of Gen Z and 37% of Millennials intend to spend more on holiday shopping this year, with Gen Z primarily conducting their product searches on social media. In response to this trend, retailers are ramping up their investments in digital and influencer marketing to connect with younger consumers. Additionally, brands are acknowledging the rising demand for artificial intelligence skills in digital marketing, and they plan to leverage AI-generated content on social media as the holidays approach. Brands are also adapting to inflation impacts both in physical stores and online: 42% of Gen Z shoppers are likely to purchase gifts through social media this year, outpacing other generations, with Instagram, Facebook, and TikTok being the most popular platforms for these purchases. (Retail Dive)
📊 YPulse data: 48% of 18-24-year-olds get holiday gift ideas on social media
