WHAT 14,473 HOLIDAY SHOPPERS TOLD US ABOUT HOW THE WORLD SHOPS

Summary from the TLDR Marketing newsletter

Social has become a core part of the holiday shopping journey, moving shoppers from discovery to purchase. 37% of shoppers use social for gift inspiration, close to search at 41%. Social also drives transactions, with 78% purchasing in-app. Creators play a central role, with 94% of social shoppers turning to them for guidance. AI is already used by 23% of shoppers, while messaging remains a key touchpoint throughout the buying process.