5 Key Insights into the Holiday Social Commerce Opportunity

Social Commerce Sales Surge

US social commerce sales are projected to reach $82.82 billion this year. Most of this growth comes from existing buyers spending more, with average spending rising to $750.40.

In-Store Shopping Still Dominates

Only 12% of US consumers plan to buy holiday gifts via social media, with most still choosing in-store shopping. Tight budgets mean shoppers are looking for value deals, so discounts on social platforms could help.

Gen Z Drives Social Commerce Growth

Gen ZGen Z is twice as likely as other generations to buy holiday gifts through social media. Influencer content plays a big role, with 82% of Gen Z buyers making purchases based on creator recommendations.

Top Platforms: TikTok and Facebook

TikTok leads for Gen Z shoppers, with 67.1% using it for purchases. Older generations lean towards Facebook for their social shopping.

Apparel Brands Leading the Charge

Clothing and apparel are the top choices for Black Friday and Cyber Monday. Positive reviews and influencer endorsements boost sales, especially for brands selling on social platforms.

Final Thought

As social commerce continues to grow, especially among Gen Z, brands have a unique opportunity to leverage the power of influencers, targeted discounts, and platform-specific strategies. While in-store shopping remains a strong preference for many consumers, the shift in spending habits on platforms like TikTok and Facebook indicates that social commerce will play an increasingly important role in the holiday shopping landscape. By focusing on engaging content, positive reviews, and exclusive promotions, brands—particularly in the apparel sector—can maximize their impact this holiday season.