Marketing

Only 7% of consumers holiday shop based on influencer recommendations: survey

Klaviyo's latest data on holiday shopping decisions shows how much of a factor social media is for consumers.
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Although it may seem as if modern marketing is completely driven by influencers and celebrities, consumers are not as easily influenced as you might think.

A new Klaviyo's survey revealed that only 7% of shoppers were swayed by influencers and celebrities when it came to their holiday shopping decisions. In fact, for most consumers, in-store (47%) and online browsing (44%) were major factors when considering what to buy.

That doesn’t necessarily mean social media was completely irrelevant. Some 29% of the more than 8,500 shoppers surveyed said their holiday shopping decisions were influenced by social media. Meanwhile, 27% said they were influenced by TV and 19% by email.

Unsurprisingly, the younger the audience, the more likely they were to be affected by social media.

  • Compared to just 39% of millennials, 61% of Gen Z regarded social media as the most influential marketing channel.

Meanwhile, both single consumers and non-parents were also swayed by social media.

  • According to the survey, 36% of singles said they were influenced by social media, followed by 32% of those without kids.

There also seems to be a correlation between social media influence and how much someone earns. For instance, high-income shoppers were likely more influenced by social media than other factors.

  • Of those who made between $100,000 and $200,000, 31% said social media was among the top factors that influenced their holiday shopping decisions. Meanwhile, 39% of those making more than $200,000 said they considered social media one of the most influential marketing channels.

Retail news that keeps industry pros in the know

Retail Brew delivers the latest retail industry news and insights surrounding marketing, DTC, and e-commerce to keep leaders and decision-makers up to date.

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