New Data: Gen Z Most Likely to Trust Influencer Gift Recommendations, but Need the Most Touchpoints for a Sell

Core Insights - The study reveals significant trends in holiday shopping behaviors, particularly the influence of online creators and the varying preferences across different generations [1][2][3] Group 1: Shopping Trends - Over half (54%) of consumers plan to shop both online and in-person for the holiday season, with older generations showing a preference for online shopping [1] - The Silent Generation shows 30% online shopping, Baby Boomers at 22%, Gen X at 20%, Millennials at 16%, and Gen Z at 15% [1] - A quarter (25%) of consumers utilize gift guides for shopping decisions, increasing to nearly half (47%) for Gen Z [1] Group 2: Influence of Online Creators - More than half (56%) of consumers purchase gifts influenced by online creators, with Gen Z being the most responsive to these recommendations [1][2] - Trust in recommendations varies, with 58% of Gen Z trusting local or micro-influencers [1] - Consumers generally require to see a product promoted two to three times before considering a purchase, with 23% of Gen Z needing four to five exposures [2] Group 3: Factors Influencing Purchases - Key motivators for holiday gift purchases include customer reviews (39%), recommendations from friends/family (37%), and limited-time deals (28%) [3] - The reliance on trusted sources for purchasing decisions highlights the importance of everyday influencers in the marketing landscape [3]