Customer care and social commerce during the holiday season

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Not engaging your audience on social during the holidays isn’t an option if you want to end the year strong. Using social effectively can help you maintain a prominent presence in customers’ minds by showing up in their discover pages, main feed and on the other side of their searches. Consumers say social media content (including posts from influencers, family and friends, and brands) is their top source of holiday gift inspiration, beating out TV/streaming, physical stores, review sites, and face-to-face recommendations.

The sway of social media over holiday shopping habits can’t be overstated. A significant 42% of shoppers are turning to social to find the perfect gift more this year compared to 2023. This is especially true for younger portugal mobile database consumers, as 57% of Gen Z will use social more for gift inspiration. Social networks are indispensable for those in search of fresh ideas and trusted recommendations.

A bar chart comparing consumers willing to pay more for products that have positive social buzz by generation. The data says: All consumers (60%), Millennials (70%) and Gen Z (78%).
And positive online buzz has premium payoffs. Nearly two-thirds (60%) of consumers would pay more for products that have a favorable reputation on social, be it through user-generated content, influencer nods or viral posts. This figure spikes even higher among younger consumers, with 78% of Gen Z and 70% of Millennials showing a readiness to invest in products that have captured the social spotlight. Harnessing the influence of social can boost sales and justify premium prices.


This holiday season, 92% of consumers plan to reach out to brands as much or more often for their customer service needs compared to 2023.