Holiday Shopping Shifts: Social & AI Take the Lead
New Consumer Habits
Holiday shopping behavior has shifted sharply towards social media and AI-driven platforms. Recent data shows 57% of consumers rely on social media for product research, while 42% complete purchases directly through these channels. AI tools also play a key role, with 39% of shoppers using AI in their holiday buying journey, and 68% open to making purchases via AI interfaces. This marks a decline in traditional search engine use, indicating a transformation in how consumers discover and decide on products.
Social Platforms: Discovery to Checkout
Key Platform Influence
Facebook and TikTok dominate both product discovery and direct sales during the holiday season, serving as primary channels for marketplace sellers. YouTube acts as a strong platform for initial discovery through video content, while Instagram leads in facilitating seamless checkout experiences. This pattern illustrates consumers’ preference for personalized, influencer-driven content rather than active search queries, emphasizing the importance of strategic presence across multiple social platforms to capture a broader audience.
AI: The New Transactional Layer
Optimizing for AI Discovery
AI is no longer just an assistant but a direct transactional layer in online shopping. Brands must prepare product data, content, and site architecture to be AI-friendly. This includes using structured data, clear product descriptions, and rich media to improve AI algorithms’ ability to recommend and facilitate purchases. Optimizing for AI can position marketplace sellers advantageously as consumers increasingly interact with shopping bots and generative AI interfaces for quick, personalized transactions.
Strategies for Marketplace Growth
Adapting Your Marketing Approach
Marketplace sellers should diversify advertising beyond mainstream platforms to include Reddit and Pinterest, where high-intent shoppers seek inspiration. Building content partnerships that align with platform-specific algorithms fosters trust and enhances reach. Practically, sellers can focus on tailoring product listings with clear visuals and engaging descriptions, investing in social ads targeted by interest and behavior, and monitoring AI trends to remain competitive. These steps can help sellers capture shifting consumer attention during the competitive holiday period.
