Gen Z is leading the way in holiday shopping through social media, with 42% of Gen Zers planning to buy gifts directly via social platforms, more than double the average of 20%, according to Basis Technologies and GWI research in May 2024.
Key Insights from EMarketer:
- Age Matters: As age increases, the likelihood of purchasing gifts through social media drops. While 26% of millennials plan to use social commerce, only 15% of Gen X and a mere 6% of baby boomers will do the same.
- Platform Preferences: Instagram (57%) and Facebook (56%) are the top choices for holiday shoppers, followed by TikTok (43%) and YouTube (38%).
- Growing Trend: In 2024, US social commerce sales are projected to hit $82.82 billion, accounting for 6.6% of total e-commerce sales. This trend is expected to rise as consumers become more comfortable with social shopping.
Ariel Ben Solomon is the Growth and Strategy manager at Ecomhunt. He is the host of the Ecomhunt Podcast. Can be followed on Twitter at @ArielBenSolomon
