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Does Social Media Influence Holiday Shopping? | WMI

24 Oct 2016 Ann D'Adamo

in Media, Fashion


It looks like Santa may have a little down time! Shoppers are making the holidays easier this year by pinning their gift wishes and shopping social media posts. A new study found that 81% of female consumers say they frequently buy items they’ve seen and shared on social media and at least half of U.S. social media users say they get at least some #giftspiration from posts.

Social media users say they most often turn to Facebook (38%) and Pinterest (32%) for shopping inspiration, and despite highly stylized photos on Instagram, only 6% of respondents said they look to the platform for gift ideas.

Facebook Ups Shopping Capabilities

Marketers are aware of Facebook’s ability to convert shoppers—71% intend to start campaigns earlier and spend more on the platform than last year. Although mobile and digital shopping is expected to make a significant impact on holiday sales, consumers are still shopping in store. Facebook’s new retail-specific Dynamic Ads were created to make it easier for consumers to shop when and where it suits them best. Dynamic Ads include links to products on a retailer’s website, offer the option to bookmark the item on Facebook, and the ability to see similar products at a nearby store.

Pinterest’s Personalized Gift Guides

Pinterest’s visual search tools and inherent ability to create virtual holiday gift guides offer shoppers a simple way to curate shopping lists and share ideas with family and friends. In 2015, 67% of Pinterest users said they planned to use the platform for “all things holiday” and saved more than 1.1 billion holiday pins during the season. And users aren’t just pinning, they’re also buying—93% of visitors use the site to plan for a purchase and 87% make a purchase after seeing something they like.

As consumers continue to use social media as a tool for discovering new products and keeping up with their favorite brands, smart marketers are making paid social part of their retail strategy during the holidays and throughout the year. Discover the options for your brand and learn how Women’s Marketing can develop marketing strategy aimed at your target consumer.

Sources: Social Media Daily, Women’s Purchasing Influenced By Social Media July 2016, Search Marketing Daily, Google, Facebook Become focus of Holiday Digital Campaigns October 5, 2016, eMarketer How Influential Is A Brand’s Social Media Presence During the Holiday Season October 2016, Marketing Land Pinterest Cracking the Social Media Commerce Code, October 2016, Marketing Land Facebook’s New Retail Ads Show In-Store Product Availability September 2016

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