Social Media Overtakes Traditional Channels for Holiday Shopping Inspiration

Core Insights - Social media is becoming a primary platform for shopping, customer care, and product discovery during the peak retail season, particularly for holiday gifts [1][4] - The Q4 2025 Pulse Survey indicates that 80% of shoppers will utilize social media as much or more than the previous year for holiday gift searches [2][4] Consumer Behavior - Among Gen Z and Millennials, social media is the top source for holiday gift inspiration, surpassing all other channels except in-store shopping [2][4] - 45% of respondents look to social media for product ideas, outpacing friends and family (35%) and other sources [2] Market Dynamics - The social commerce market is valued at $1.5 trillion, positioning social media as a central hub for discovery and customer care [3] - 73% of shoppers intend to contact brands via social media this holiday season, with expectations for quick and personalized responses [3] AI and Customer Care - A significant majority of consumers (69%) and 78% of Gen Z and Millennials are comfortable with brands using AI for faster and personalized customer care on social media [3][4] - The strategic use of AI chatbots is deemed critical for scaling customer care efforts during the holiday season [3] Brand Strategy - Authentic, human-driven content is essential for brands to engage effectively with consumers, as nearly 90% of consumers believe brands listen well on social media, but 55% feel they do not act on insights sufficiently [4] - Data privacy and ad control are key concerns for users as they approach 2026, with Facebook, Instagram, YouTube, and TikTok being the preferred platforms for engagement [4]