Holiday Shopping Trends: Gen Zers Trust Social Media, Deloitte Predicts Bright Season

A recent survey reveals that 48% of Gen Z shoppers plan to do some of their holiday shopping on social media platforms like TikTok and Instagram, compared to one-third of overall shoppers. Gen Z consumers are influenced by the "wisdom of their friends" rather than celebrity endorsements, with 86% stating that social media sways their buying decisions. Brands targeting Gen Z must have a strong social media presence. Young consumers are no longer using search engines or official brand websites to shop, relying instead on recommendations from peers or influencers they trust. As a result, social media platforms like TikTok and Instagram are becoming more important for retailers, potentially surpassing the significance of official websites.